Why Public Relations?
Viewed simply as publicity, a public relations effort may be seen as an "extra" that only strains the budget. But, in an information society, public relations in all its forms is an essential component in the marketing mix. It can make or break a product, service, project or venture. The following real-life examples, conceived and implemented by Parallax, demonstrate the power and versatility of creative and strategic public relations.
1: Launch a new product | Recruit clinical trial participants | Increase market share | Expand patient base
2: Prepare the market | Build an image | Enhance relationships with key customers | Raise public awareness | Coordinate news media
3: Manage a crisis | Establish business relationships | Dispel a myth
4: Attract funding | Make the most of corporate grants | Celebrating a milestone
Launch a new product
Streptococcus pneumoniae, the bacterium that causes pneumococcal disease, can result in life-threatening illness. As the pharmaceutical company, our client, was completing development of the first-ever vaccine to protect young children against pneumococcal disease, a public relations campaign was crafted to introduce the breakthrough and to prepare the market for its arrival. From clinical trials to FDA licensure, the campaign sought to build awareness among consumer and health care audiences about the new vaccine and the disease it prevents. Media blitzes announced clinical trials, research studies, FDA licensure, and various medical association recommendations. Editors nationwide were provided news and updates via satellite, custom media kits, photographs, charts and press releases. Parallax worked with government agencies to provide accurate and detailed background information. The program --which continued for five years -- generated more than 2 billion audience impressions including stories in 141 of the top 150 U.S. newspapers, with multiple stories in national papers such as the USA Today, Los Angeles Times, Wall Street Journal, New York Times and Washington Post. Stories aired in the top 50 television markets including network coverage on NBC, CBS, ABC, CNN, Bloomberg, MSNBC, and CNBC. Consumer and professional magazine placements included Reader’s Digest, Consumers Digest, Ladies’ Home Journal, American Baby, Newsweek, Pediatrics, Pediatric News, and American Family Physician. Parallax was awarded a Silver Anvil (the “Oscar” of PR) for the program and sales rapidly reached $1 billion, the most successful vaccine ever launched.
Recruit clinical trial participants
The President announced that a foreign dictator could be planning to attack the U.S. with smallpox and that all citizens should be vaccinated. The CDC responded by contracting with a Canadian firm for smallpox vaccine but still needed a supply of the antidote used to treat bad reactions that sometimes occur with smallpox vaccination. The antidote was made from blood plasma collected by our client at its 13 plasma collection centers nationwide, but meeting large quotas rapidly required an extra push in plasma donations. A media relations campaign in those 13 markets was initiated, calling for donors to help their country in this time of need by giving plasma as part of a CDC clinical trial. Media responded heartily and the collection centers noticed a large bump in donors after each story aired or was published, making it much easier to meet their objectives.
Increase market share
A totally new anti-anxiety drug without the dangerous side effects of the existing tranquilizers had been introduced a year earlier but couldn't make a dent in the market despite the merits of the product. The public remained loyal to the older drugs, unaware of potential tranquilizer addiction, impairment and sedation. A national public information campaign was launched in lieu of advertising, which is strictly regulated by the FDA. The program used physician spokespersons in 45 markets to shed light on the tranquilizer side effect problems and note the new alternative. Stories on the subject were carried on a regular basis by media in nearly all of the 50 states. Within several months, a substantial decline was documented in the sales of the competing tranquilizers, while sales rose steadily for the new anti-anxiety drug.
Expand patient base
The leading prescription drug for treatment of attention-deficit/hyperactivity disorder (AD/HD) is indicated for both children and adults. Although AD/HD is often considered only a childhood disorder, recent studies indicate that a significant 30-70% of children with AD/HD continue to exhibit symptoms as adults, but only a small portion are properly diagnosed/treated. Our assignment was to educate adults and health professionals about the prevalence of Adult AD/HD, its symptoms and untreated consequences, and motivate potential patients to seek evaluation and treatment. In conjunction with the Attention Deficit Disorder Association, Parallax commissioned a unique national survey of 1,400 adults in 14 different job categories (e.g., teachers, lawyers, scientists, tradesmen, elected officials, professional athletes, et al) probing prevalence of AD/HD symptoms of individuals within each category and impacts on their jobs. We released the findings via a full-scale national media campaign coinciding with National Attention Deficit Disorder Awareness Day. Significant national print, TV and radio coverage was generated; the findings were also presented on ADDA’s website to capture online queries about Adult AD/HD.
