Earned Media Fueled SPRYTE’s Launch

But we’ll Endure with Digital

Think about it: when a public relations agency has its own news, there’s inherent pressure to obtain earned media coverage.

Why? So, we can enjoy the credibility that comes with a third party agreeing that our corporate action is newsworthy, and so we can be our own example of the power of publicity.

That was the case a year ago, when after two years of planning and investment, Simon PR, a general PR firm of more than a quarter century, became SPRYTE Communications, a healthcare marketing specialist.

Tomorrow is SPRYTE’s one-year anniversary. In addition to our firm’s new web site, search engine optimization (SEO) investment, social media channels and automated marketing strategy, generating earned media was central to our launch.

And the resulting earned media campaign gave the news of our new brand credibility while creating buzz and spreading the word.

With an exclusive, the Philadelphia Business Journal broke our news on January 23rd. Because of the preparation we did for the interview, the feature length online story included our key launch messages. But it didn’t stop there. We were delighted that reporter Ken Hilario continued to reference SPRYTE’s launch in stories about other agencies throughout the year.

Our agency news was also placed in a variety of print and online media outlets including special interest and grassroots targets like the newsletters of the many associations we belong to and the hometown newspaper of the CEO. We attempted to leave no stone unturned even though, as with any earned media campaign, there were disappointments. Please check out the results from the SPRYTE Communications launch earned media campaign. How do you think we did?

The New Communications Marketplace

We’re the first to admit that we come from a conventional public relations tradition where the primary deliverable is earned media. We thrived in this world for nearly three decades and will continue to up our proficiency as we grow with our clients. But it was clear years before our launch of SPRYTE that we’d better embrace digital marketing, and pronto!

Actually, one of the drivers behind the rebranding was our opportunity to start with a fresh canvas and to offer services that we weren’t known for but were increasingly proficient in, including social media management and digital content marketing.

Most of all, we weren’t known for healthcare public relations even though more than 35 percent of our business has always been in healthcare and we’ve worked on many award winning campaigns with highly notable healthcare brands.

Our team also has experience working in-house in health systems, at big agencies on large healthcare accounts and in big pharma corporate communications bureaus. It makes sense! We are headquartered in Philadelphia, a healthcare capital, with a satellite office in New Jersey, along the life sciences corridor.

While we’ve continued to knock our clients’ socks off with enviable earned media results as SPRYTE, we’ve also:

  • Grown with healthcare automated marketing. We edit several e-newsletters for highly-regarded physician practices. We invested in learning about federal anti-spam laws and patient privacy. This work plays to our strengths as writers and project managers.

 

  • Also playing to our strengths as writers and project managers is our growing proficiency in managing and populating healthcare providers’ social media channels. We also invested in a social media management dashboard to better serve our business in this lane.

 

  • Writing blogs targeted to the healthcare practitioner as part of healthcare providers’ content marketing strategies is a skill we’ve been perfecting as SPRYTE with very seasoned pros on our team who also have life experience and sensitivity to the topics at hand.

As we reflect on a year as the new us, there’s a lot to celebrate at SPRYTE. There’s also a lot to be humble about as the marketplace increases in fragmentation and competition. We’ve been blessed with excellent opportunities in healthcare and we don’t take them for granted for a minute. With as much business experience as we have, we know we must continue to impress while showing passion for the healthcare industries we serve and embracing all the new tools we must deploy to achieve our clients’ business goals.

Here’s to another successful year as SPRYTE Communications!

Facebook Live

The Tactic of the Hour

SPRYTE Communications was lucky to attend PRNews’  “Big 4 Social Media Conference” in San Francisco in August. Of course, Facebook is one of the big four.  Facebook Live was the topic of one of the sessions and discussed in at least three others.

We realized on the plane back to Philly that there was a lot of conflicting guidance, especially related to three points:

  1. Advance Notice: One of the presenters said, if you’re going to go to the trouble of producing a Facebook Live session, you should start talking about it far in advance so as many viewers as possible plan to tune in. Another quipped, don’t talk about it in advance, let people find and delight in it in the moment. Still another recommended hyping early the day of and up until the video rolls. 
  1. Production Quality: Is it a fleeting moment in time where poor production quality is proof of your authenticity or, because you’re a fierce guardian of your brand with evolved standards, should the production quality reflect your brand’s high quality? 
  1. The Why: Does the organization truly have a strategy for Facebook Live and why they allot the resources to produce them? Or, do they just have resources they’re throwing around because they can afford to be experimental? At the Conference, we spent 15 minutes watching a video of two Buzzfeed staffers putting rubber bands around a watermelon until it burst all over the company kitchen. This was an example of Buzzfeed connecting with its audience and showing rather than telling its brand promise to entertain millennials.

As part of its work on behalf of the City of Philadelphia, SPRYTE collaborated recently with the American Association for Cancer Research (AACR) on a media information event for the purpose of a major news announcement. While SPRYTE encouraged broadcast and print media to cover the event, AACR’s digital communications staff was on the scene with lights, camera and sound producing a Facebook Live session complete with interviews. And in case you missed it, you can find it archived on AACR’s Facebook page. The ability to archive videos on your Facebook page is another reason to consider Facebook Live.

As SPRYTE works with its healthcare clients to plan their 2018 communications programs, Facebook Live is a tactic we will likely recommend, if it’s a good way to bring one of our business strategies to life and we can measure the outcomes.