NOVARAD

PUBLIC RELATIONS TOOLS

Research

We conduct primary and secondary research, using both qualitative and quantitative techniques to identify the messages our clients need to communicate to their audiences, and identify the best ways to convey that information.

Strategic Planning & Development

Our recommendations fit into a strategic plan based on careful research, an overall goal, messaging and measurable objectives.

Consumer Marketing

We apply our expertise in brand management, consumer behavior, promotion, sponsorship, special events and media relations to develop strategic and creative public relations programs that build reputations, manage perceptions, strengthen positioning and drive sales by motivating consumers to think and act.

Media Relations

Our mission is to deliver the right message through the right medium to the right audience in order to build our clients’ credibility. We provide a complete battery of media relations tools including press releases, pitch letters, articles, op-eds, facts sheets, FAQs and expert source sheets. We partner with our clients through every step of media relations, including honing contact lists, crafting key messages, preparing for interviews and determining the communication tools that make sense.

Media Training

We understand how nerve-racking it can be to do a live interview or speak with a reporter, which is why we offer our clients valuable media training. Our comprehensive training is tailored for the situation but often includes coaching clients on how to speak with the media, nail down key messages and identify how to respond to sensitive questions.

Press Tours

PPBH Public Relations has the experience and staff to organize and prepare for company or product introductions or re-introductions by taking the news to the press.

Trade Shows

We make the most of trade show participation by maximizing pre-show publicity and promotions with key industry publications. We also capitalize on the power of public relations to deliver a company’s message to customers, potential customers and the media that attend industry trade shows.

Special Events

We plan, manage and publicize a wide range of events, from press conferences and trade shows to grand openings and new product launches.

Community Relations

Through our relationships with local and national media and our understanding of issues unique to our region, we’ve planned and implemented numerous campaigns that have measurably shifted public opinion.

Crisis Communications Planning

We can develop a crisis communications plan and train key personnel in their responsibilities to ensure effective communication in the face of significant pressure.

Interactive

PPBH develops programs, plans and solutions for online execution that answer the marketing, training and publishing challenges facing companies in today’s digital age.

Employee Relations

Communicating with employees is important, so we have developed various communications audits and implemented both employee sales incentive programs and employee communications campaigns designed to keep these vital channels open.

Grassroots

We have developed grassroots marketing campaigns that have turned our clients’ customers and opinion leaders into avid supporters who care about the company and its products/services.

Guerilla Marketing

Sometimes that crazy idea that everyone laughs at in the brainstorm is just the thing that is needed to break through the clutter and get attention. We’ve done some amazing things to get the public’s attention that have resulted in the desired action or response for our clients.

Social Media

Blogs, Facebook, MySpace, Wikis and Twitter. Sound like toys for your kids, or maybe things only teenagers have time for? Our Social Media Team has used these tools and others to increase awareness of our clients and interaction with their audiences.

Business Issue

When the federal mandate about HIPPA compliance was handed down a few years ago, it was recommended that this certain privacy and record keeping level would be much easier for radiology facilities with picture archiving and communications (PACS) systems, instead of the traditional film systems. Obviously, the film companies would be the big losers in this plan so they began to sell PACS systems themselves. NovaRad saw the growth potential with the new mandate and was priced competitively for a quicker ROI but ran into credibility issues going up against the big companies like Siemens, Fuji and Kodak. However, after 10 years in business, NovaRad had never received media coverage and had fewer than 30 customers. NovaPACS turned to PPBH for public relations help.

Solution

PPBH initiated media relations efforts right away that quickly led to inquiries and leads for NovaRad. Realizing they needed additional marketing materials to inform and build credibility, NovaPACS tapped PPBH’s strategy, advertising and interactive resources. Soon a brand audit was completed and a new website was born, followed by tradeshow support and a demo CD-ROM.

Client Value Delivered

The media relations effort has resulted in strong brand equity and awareness for NovaRad and has helped the company's sales team by educating prospects about NovaRad's technology offerings. PPBH is continuing to garner consistent coverage for NovaRad and as a result of the integrated public relations and online effort, NovaRad is now outselling the competition 10 to 1 and has more than 450 installations around the globe.