I talk a lot about how communicating publically has changed. But what the new guard is doing to speak on your behalf is not necessarily better. The old ideas of working with a handful of reporters to help tell a story has worked for years, and the practice, as a result, has helped clients access their customers in an exciting way. The secret to a successful program that yields the results medtech companies want today involves a combination of exercising old and new habits in communications, keeping in mind that some of the new methods aren’t working at all.
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