In the PR world we often get enamored by numbers. Clients love seeing their name in large circulation publications like the New York Times or Wall Street Journal, even if it's a small mention in a much larger story.
And that kind of "hit" is great for building awareness of a company and even giving it some cache. The problem is, they don't usually build business.
Hubspot has a great post today using its own technology to demonstrate how hits on Techcrunch drove a tremendous amount of traffic and did wonders for search engine optimization, but weren't great for driving customers.
That's why a good PR and media relations program must be well-rounded and take your corporate goals into account. It isn't just about getting media anywhere you can, but about getting the right media for the right reasons. Building SEO may be a major focus, in which case multiple hits on Techcrunch will do wonders. An occasional hit in a major publication like BusinessWeek or the New York Times could give you some wonderful third-party validation.
But often the mundane, regular coverage provided by more targeted publications will drive the customers that keep you in business.
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Posted by Chuck Tanowitz on January 29, 2009 at 9:16 AM
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Last week saw a series of announcements and events that underscore the importance the Obama administration and new Congress have placed on healthcare information technology (HIT) to stimulate the economy and help solve a national crisis in healthcare access, costs and outcomes.
First up was the "Investing in Health IT: A Stimulus for a Healthier America" hearing chaired by Senator Mikulski's HELP Committee. It featured compelling testimony on the need for better applications to solve the electronic health record (EHR) problem, specifically interoperability.
Next up, the House Appropriations committee unveiled its $825 billion "American Recovery and Reinvestment Bill of 2009," calling on significant investments to "update and computerize our healthcare system to cut red tape, prevent medical mistakes, and reduce healthcare costs." Key provisions include billions in federal HIT funding for computerize health records, with billions more targeted at disease prevention/wellness; healthcare effectiveness research; community health centers, and training primary care providers.
The new climate in Washington provides a once-in-a-decade opportunity for HIT companies to become part of a massive and coordinated effort to fix the broken healthcare system. Healthcare IT has become a bright spot in the otherwise dismal economic climate. Schwartz Communications will continue to monitor the HCIT landscape, offering insight into turning the current legislative agenda into real business opportunity through public relations. This includes hot button issues like consumer directed healthcare, transparency, interoperability and others. Stay tuned.
Coming up: Schwartz will be conducting a free Webinar titled, "The New Administration and Healthcare IT: Positioning Your Company for Success." scheduled for Thursday, February 26 at 2:00 PM Eastern. Details to follow soon.
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Posted by Doug Russell on January 21, 2009 at 4:06 PM
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