Healthy Skepticism Library item: 14969

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Pfizer PR Chief's Tips for Managing Journalists
Advertising Age 2009 Feb 3
http://adage.com/video/article?article_id=134284

Abstract:

NEW YORK (AdAge.com) — In 2007, on the second day of his new job as Pfizer’s global public-relations chief, Ray Kerins said he was told of an unwritten rule: Ignore the first message received from any reporter on any given issue. He told that story at the recent Business Development Institute’s Real-Time Communications Conference. But he also detailed how, in the past 20 months, he has reorganized the company’s press-relations rules to require exactly the opposite response to reporters’ queries. It’s all part of his overall strategy for managing the journalists whose work so heavily affects the pharmaceutical giant’s reputation…

Notes:

Follow link for 3 minute video of PR chief outlining practice of fortnightly lunches for individual journalists.