The 3 P’s of press releases + how they impact your healthcare company's earned media strategy

If you read Animal Farm in high school, you might remember the paraphrased line, “We’re all equal, but some of us are more equal than others.” While the Russian Revolution has little in common with press releases, this particular theme does tie them both together—all press releases matter, but some matter more than others.   

There are three primary categories of press releases, and while they all play a role in your earned media strategy, their impact is not equal. 

Product release

Product releases are focused on new product launches or enhancements. These announcements can be useful before in-person or remote events where product demos will be readily available.

From an earned media perspective, the potential for coverage: 

Having Chief Technology Officers, customers, or other experts willing to discuss why and how the product will or has advanced the healthcare industry will increase opportunities for coverage. If these product announcements are rooted in customer feedback or a result of a customer collaboration—and that customer is willing to participate in media interviews —that’s even better. Additionally, if the new product release or feature addresses a trending, industry-wide problem, there is an increased likelihood the release will result in earned coverage.

Partnership release

Partnership releases focus on the results (or expected results) of a client's partnership with a customer. These releases are an excellent opportunity for both parties to demonstrate their value to the market. Partnerships between vendors and hospitals or health systems designed to benefit patients are most likely to garner earned media coverage. In contrast, vendor-to-vendor partnership announcements tend to have less traction with mainstream media outlets, as they often lack the direct patient impact that journalists and readers find compelling.

From an earned media perspective, the potential for coverage: 

This type of release requires that both parties have identified a subject matter expert, or SME, to discuss the partnership's results and, hopefully, a patient who benefited from the collaboration. Often, the media wants to understand the challenges that led to the partnership. At KNB Communications, we prepare media briefing sheets for our clients and their customers following these announcements to ensure all parties know what questions to anticipate and are poised for successful media coverage.

Promotional release

There are numerous reasons to issue a press release that's more promotional in nature, including building buzz ahead of a funding round. Sometimes, these releases feature a round-up of newly acquired customers not ready to discuss results in a joint partnership release. Other times, these releases illustrate company growth by announcing awards, speaking opportunities, new hires, patents, etc.

From an earned media perspective, the potential for coverage: 

This is largely due to their promotional nature but can depend on the reputation of the award or event, the position of the new hire (C-suite roles have the potential for inclusion in various industry lists), and the prestige of the speaking opportunity. 

The power of strategic press releases

Understanding the nuances of product, partnership, and promotional press releases is essential for managing expectations and maximizing impact. By tailoring your approach and effectively collaborating with your healthcare PR and Communications partner, you can elevate your brand, achieve meaningful earned media coverage, and drive business growth. 

Are you interested in taking your PR efforts to the next level with an award-winning health tech communications agency? Contact KNB Communications today to discuss how we can help you achieve your goals.