Beyond Great Media Coverage

The pharma industry has traditionally defined effective public relations by the number of positive press clips a campaign generates. In some cases, several big placements in top media outlets have justified a PR campaign's budget. But not anymore. Clients and their PR counsel must adopt a new definition of high-value partnership. Although pharma company marketing staffs have been downsized, expectations for public relations initiatives have not. Consequently, PR agencies have the opportunity to help pharma marketers deliver o­n, and exceed, their management's expectations-with a higher return o­n investment. That is why PR professionals must do more than simply generate great media coverage and provide additional business value. This article offers five ways the new breed of PR counselor goes beyond getting "good ink" to become a true marketing and business partner.

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