Text-mining technologies extract content from millions of blogs so you can read what people are saying; in a more sophisticated use, they also allow for measurement of trends. “You can count massive numbers of blogs and look for words and phrases and see what's being said as a whole,” Fannick says. “You really need to rely on technology because of the massive volumes of blogs and blog posts out there. There is an unprecedented amount of unsolicited comments and market intelligence available on blogs. It is a unique way to tap into the mind of the marketplace. It is an interesting and fertile ground.” A healthcare communications agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
As a starting point, all marketing and PR people need to go to blog search engines and run a query on their organization's name, the names of their products and services, and other important words and phrases such as executives' names. Technorati5 is an excellent blog search engine. It allows you to instantly see if any of the more than 100 million blogs that it tracks have any information you need to know. Google Blog Search is another popular blog search engine. I can't imagine an organization that wouldn't find value in knowing what's being said about them or their products or the industry or market they sell into on blogs. Many a healthcare marketing agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
It’s pretty easy to contact a blogger—the vast majority of them have “contact” links on their sites—but some of the bigger, more influential ones are a little less open to the public. It’s still not hard to get email addresses on most; just Google (or use any other search engine) them, find links to the site elsewhere, and work your way backward through the chain of command. You’ll see: you should have a pretty comprehensive list in very little time. A freelance medical writer provides you with diverse and effective PR support to ensure your message gets heard every time.
At that point, you can make contact the same way you would with a newspaper or TV station. Simply e-mail the appropriate person with a pitch. But a pitch for a blog should probably be shorter than a one-page letter (single-spaced) would be; it should be a couple of paragraphs, tops. That way, the blogger in question, trying to decide what to write about today, can see clearly if your news will fit into the format he or she has established. Is this a good fit? If so, you might find your words duplicated exactly on the screen. The strength of a pr freelancer is its shared experience in conjunction with a personal and individual approach to client relationships.
The success rate with blogs and Web sites is somewhat higher than with more traditional media, mostly because there are so many more online outlets that more are looking for news to report. So don’t hesitate. Make your list and get pitching! Another avenue is to establish your own blog. This has the obvious advantage of being a non-competitive medium. You can always feature news about your project if you wish. It also eliminates the step of pitching the blog and trying to convince the blogger that your message is worthy of mention. It’s like owning your own newspaper, radio station, or TV network—but on a somewhat smaller scale, of course. In this case, the trickier part of the task is attracting readers to your blog. You’ve already gotten the medium to accept your message—you are the medium. Now, you have to ensure that people will read the message and, more than that, make certain that the people you need for your business will make it a habit to read your information every day. A good healthcare pr agency excels at creating strategic campaigns and raising public awareness.