Voice of Industry – PR programme for 2005-6

Chairman – George Zajicek (Axis-Shield)

Awareness • Attitude • Action

A Communications Programme for BIVDA

An Introduction to Edelman• Founded: 1967• Number of professionals in London: 95

• Largest independent agency

• International Agency of the Year 2005, Holmes Report

• Association of Professional Political Consultants

• Investors in People

• Public Relations Consultants Association (PRCA) Consultancy Management Standard

An Introduction to Edelman

• Considerable experience of the health sector• Understanding of government machinery, the political

environment and regulatory regime• Record of success in delivering programmes• Excellent relationships with key policy stakeholders

and media• Holistic approach in bringing together public affairs,

health and media teams

An Introduction to Edelman

• Building the profile of an organisation and the leadership team

• Giving organisations their share of voice : publications, politicians, media, stakeholder management

• Shifting policy to create a favourable environment for business

• Reputation management• Great experience building and protecting brands such as

Microsoft, UPS, Proctor & Gamble• Making the news agenda work for you• Integrated communications across sectors

Working Together – Edelman’s role

• Support the Director General – ease the pressure on Doris-Ann Williams’ time.

• Ease the “bottle-neck” of work and information at BIVDA HQ – Edelman will assist with ad hoc activities when we can be of service.

• Engage with members – ensure that our work is informed by member’s developments, and communicate with member companies.

Your Objectives

• Raise the profile of and build support for in vitro diagnostics with key external audiences with an influence on the market.

• Demonstrate how in vitro diagnostics can contribute to delivering the NHS modernisation agenda.

• Raise the profile of BIVDA.

Recommended Approach

• Seeing is believing: showcase your pioneering work to demonstrate the benefit to the NHS, patients and health outcomes

• Know your audience: make allies and champions• Pioneering thinking: you are a legitimate player in the policy

process• Use your resources wisely: exploit existing networks and

activities

Initial activity (Sept – Oct 2005)

• Edelman team briefed on BIVDA and issues in IVD– Tour of diagnostics lab at St Thomas’s Hospital (Sept 20th)

– Briefing meeting with Doris-Ann Williams (Sept 29th)

• Review existing media database• Review BIVDA literature – factsheets, position papers, etc.• Identify health/Government/NHS issues that BIVDA is prepared to

comment on.• Develop forward features list for target media.• Identify opportunities for Parliamentary briefings.

End of year (Nov – Dec 2005)

• Update briefing material and distribute to media contacts (consider the need for possible additional papers with case studies, and commission if necessary).

• Hold messaging workshop to agree position on current healthcare issues.• Mine the media for proactive and reactive opportunities for BIVDA to

comment (ongoing for the duration of the programme).• Proactive pitching of BIVDA comment with features editors.• Host first roundtable discussion event• Obtain support of two MPs to support a BIVDA exhibition in the Upper

Waiting Hall.

2006 Activity (Jan – Mar)

• Continued maintenance of media political calendar and database.• Hold journalist outreach day.• Organise separate visits to St Thomas’s labs for journalists and

Department of Health officials.• Begin “1-to-1” meetings with MPs on Health Select Committee to ensure a

broad base of political champions.• Assist with organisation of 2006 dinner events.• Discuss opportunities for BIVDA to join the “Health Hotel” at Labour

Conference in September (group of health organisations who exhibit and host meetings with Ministers and key policy stakeholders).

• Use new relationships with Health Select Committee to engage with MPs when opportunities arise, such the anniversary of the Diabetes NSF.

Ongoing activity – account management

• Provision of monthly activity report.• Review Doris-Ann Williams’ monthly report.• Attend review meetings.• Participation on “Voice of Industry” conference calls.• Contribute to Doris-Ann’s emails to ensure members are regularly

updated on activity.

Communicating with members

• Edelman will be in regular contact with BIVDA members:– Monthly “Key Education” email to members from DG to include update

on Edelman activity.– Update from Edelman at the regular “BIVDA Voice Of Industry”

conference call

• Throughout the work programme, the public affairs and media campaigns will require input from member companies – Edelman will work directly with members on projects to ease pressure on the Director General.

• Include us on your press release list (ben.russell@edelman.com and chris.west@edelman.com)

EvaluationQuantitative: Tailored Performance Indicators

• Meetings with influencers and their support for key messages

• Media metrics

• Support for parliamentary devices such as EDM signatories, PQs

Qualitative: Benchmarking

• On appointment, a benchmark exercise to provide baseline qualitative measurements from which future progress can be judged.

• Half yearly audit of top 10 targets

Edelman Tools

• Right from the Start meeting

• Monthly review

• E2 review

Awareness • Attitude • Action

A Communications Programme for BIVDA