Media Alert & Advisory
Press pitch in form of media advisory was created for leading medical technology/device company to entice media.
CLIENT: Stryker Orthopaedics, a leading provider of orthopedic medial devices and my client at Euro RSCG Magnet.
CHALLENGE: To keep Stryker top of mind and relevant in the news with the media as an expert news source in matters affecting joint disease. To offer the executive spokesperson as a broadcast news source on medical issues connected to orthopedic healthcare. The idea is that even if this topic wasn’t of interest for the stations to pursue, they would become more familiar with how we could help for future similar topics.
STRATEGY: Relate the brand to a current topic popping up in the news by showcasing the brand’s point of view of the subject matter and offer a credible spokesperson.
In this case, we developed a survey revealing interesting statistics that could add to stories around an important issue and event, Arthritis Awareness Month.
I wrote this media advisory to send out to the brand’s go-to media list to persuade press to respond to the urgency of this issue on ineffective pain medication. The alert begins with the headlines that contains enough information to catch local news contact’s eye as a possible story idea. It lays out what the controversial issue is and how my client can help readers. The body of the letter showcases my client’s credibility in how they can add value as an expert subject given key data and proven industry expertise. These benefits provide a unique perspective to the matter at hand.
The brand voice is kindly urgent, knowledgeable and helpful.
The call to action is the ask to reach out for me to connect them with a locally based surgeon
RESULTS: Enabled the development of new broadcast media relationships that carried on for future, relevant opportunities for the client.