Leslie Stefanik, Vice President, Marketing, PublicRelay
In order to combat the seemingly endless negative coverage that plagues the pharmaceutical industry, one leading company looked to quantify brand and reputation in order to drive increased positive coverage and further contribute to business goals.
The communications team adopted a human-assisted AI solution that allows them to understand negative coverage to ensure it doesn’t require a response, while concentrating on proactive media relations strategies that drive positive coverage. The team uses author and outlet data, as well as social sharing analysis, to build relationships with authors and publications and craft personalized, attention-grabbing pitches. The metrics they track, like reputational drivers and therapeutic areas, inform which messaging they need to focus on to move the needle on business goals, as well inform their investor relations strategies.
Click here to learn more about how the team uses media insights to drive positive coverage and affect the bottom line: Reputation Management and Driving Positive Coverage in the Pharmaceutical Industry