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It all starts with learning. To develop and implement an effective public relations program, we need to know a great deal about your company, your product and its unique benefits, the market and competitors. The only way to accomplish this end is by relentlessly cultivating our knowledge at all stages of the program.
At the beginning of a client relationship, SIPR team members meet with key company executives to aggregate as much information as possible as quickly as possible. To gain a broad perspective on the company, its history, its products and its challenges, we want to talk to scientific and financial executives in addition to marketing and business development decision-makers. Ultimately, we will be become knowledgeable about the particular problem your device solves, as well as its scientific and technical underpinning.
After that, we really start to dig into a client's market and competitive threats. This is a crucial activity during the creation or renovation of a company's communications platform and is a critical piece of an ongoing PR initiative. What we learn from our market watching is invaluable in our positioning, messaging and editorial efforts, enabling us to plan, write and speak more effectively on the client's behalf.
Strategic Positioning & Message Segmentation
Every biopharma or device company, regardless of size, needs to claim its unique space. A strategic position must be developed that provides a cornerstone for company decision-making and a foundation for its communications programs. As strategy, a position serves as the road map for a company's future, informing a wide range of competitive decisions that leverage a company's unique resources and intellectual and scientific capital. As a communications platform, a position infuses everything from website content to marketing collateral to press materials.
SIPR will conduct several working sessions with key company executives to develop a core position. Then we'll develop a series of messages for each relevant target audience, including investors, prospective customers, potential partners, press and analysts.