The challenges facing companies were increasingly ubiquitous in 2009, as market skepticism prompted constricting budgets nationally and globally. In these trying economic conditions, our team took the opportunity to think creatively on our clients behalf - to best optimize plans, with attention payed to their pocketbooks.
Two of PC’s tireless and enthusiastic account managers, Deb and Allison, describe five projects and ideas that demonstrate the innovative solutions that addressed the client’s needs in 2009 – Our success this year is manifest in our ability to remain adaptable and strategic under confining parameters to help deliver a great final product.
AMO Media Day convenes industry on home turf
With the downturn in the nation’s economy in 2009, PC recommended to AMO that we take Media Day to the publications in order to minimize travel costs for attendees. Media Day 2009 would be held on the east coast, where the majority of publications are located. The attendance in Philadelphia was record-breaking – Participant attendance doubled typical numbers! After this largely PC-organized event, we welcomed the overwhelmingly positive feedback from our media colleagues and contacts! Additionally, AMO’s data and technology updates presented that day were covered extensively in the ophthalmic trade press.
Rapid planning of Clarity media event proves positive results
Clarity was interested in getting back on the publications radars, providing them knowledge of their product, the RetCam, without crossing the lines of their current FDA regulations, which limited what they were able to say as a company. With just three short weeks to plan (generally, we plan over three months), PC was able to organize an event at the annual AAO meeting, attended by all ophthalmic editors and publishers.
Further, our innovative approach, using a more descriptive and educational discussion around the product rather than a process of comparison, was welcomed by participants, who reported some events as too strongly promotional. Our wide-ranging experience and intuition allowed us to achieve phenomenal results, eliciting positive feedback and followup interest to-date.
When virtual doesn’t work - Keep it personal.
PC is a virtual agency—currently, all employees are located on the East coast, in Pennsylvania, New York and Florida. With that said, many of our clients are based in California. While many clients respond well to phone conferences and virtual communication, others respond better to intermittent in-person contact. PC flew to California to meet in-person with a client in 2009, both to launch their PR Plan, and to present their 2010 plan after a successful relationship had bloomed that year.
Throughout 2010, we will be meeting many clients in person when possible, to provide the same personality and security that a traditional business structure suggests, while truly exercising the possibilities of our virtual workplace.
Byline Writing / Pitching - Changed way we do this, KOL submitted, etc
At the beginning of 2009, many editors were faced with the task of cutting articles, unable to outsource articles to writers, and were tied to strict editorial calendars. As a result, PC worked with the publications—we changed our pitching style, assisted in the submission of more MD bylines (coordinated by our team to ensure timely placement) and, in general, increased coverage across the board for clients. Editors began turning to PC for quick turnarounds on articles, with sometimes even less than a week to get from start to finish—and we’ve done it, and will continue to provide the same outstanding services. That’s the PC way!
Be Proactive, Efficient, and Honest
To assuage and economic angst, from both clients and editors, we've streamlined our workflow in 2009 - by increasing the transparency around our daily tasks, allowing the client to most efficiently spend his dollar.
In rough times, prospective clients are examining every cent under a high-powered microscope, determining where to best put their dollars. Generally, it’s not easily convinced to put it into PR. Not only has PC been able to prove their worth through their services, but we’ve also altered the way we work with our clients—by providing measureable proof of activity through monthly detailed project reports, regular updates on progress, and cutting through the fat to get to the meat of what is important to each client.
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