I attended the first of two days of the 5th Public Relations & Communications Summit at Pfizer in NYC. It was a jam-packed day with thought-provoking topics. Yesterday began with the keynote session featuring Sally Susman, SVP and Chief Communications Officer of Pfizer. She held the attention of the audience of 150 people when she spoke about authentic storytelling to convey messages. For example, don't use a slick spokesperson, use someone genuine, such as a caregiver who knows firsthand how to care for a loved one with Alzheimer's.
There was a lot of talk about social media. Based on a poll of the 150 attendees from pharma firms, agencies and media services, they responded that the greatest global issue pharma PR & Comm must overcome these days is new media, followed by the economy and regulatory.
Jim Edwards, pharma blogger, BNET was a panelist for the topic "Race for the Story." Asked what's the most challenging aspect of his job, Jim replied speed. There's a huge pressure for him to get the story out there. To help him get the facts right, he emphasized that communicators should keep information in releases simple and orderly. He did advise that if bloggers make a mistake in telling the story, let them know (with diplomacy and facts on hand, of course).
I am looking forward to day two when experts will share insights on topics, such as building an effective relationship between the pharma industry and FDA in our changing environment, and stretching your dollar when the need for communications is increasing and budgets are shrinking (a subject that relates to us all).
If you are at the Summit, be sure to use the #prsummit hash tag. There is a great dialogue happening right now!
Cherry Dumaual, Senior Vice President, New York
