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To create a corporate brand after a merger means forging a perception that leads the customer to believe that the new company and the products and services it offers are worth more than its competitors.… Continued

1. Do not send the half-inch or VHS tapes that most people use on their VCR machines at home. The quality of this inexpensive format is not acceptable to most TV stations or cable operations.… Continued

When account executives at Schwartz Communications were handed the announcement of the FDA’s approval of the ForeRunner AED, a medical device by Heartstream, Inc., their first thoughts were to create a VNR. Seattle-based Heartstream is… Continued

March 23-26: 1997 Annual Conference Alliance for Healthcare Strategy and Marketing. San Francisco; 312/704-9700. June 11-13: The Ninth National Conference of Physician Referral and Health Information Services. Physician Referral & Health Information Update. Atlanta; 404/377-6131.… Continued

The use of healthcare Video News Releases (VNR) is alive and well, but practitioners should avoid excessive product plugs and give broadcast journalists stories that will improve the lives of viewers. More and more editors… Continued

Ask PR people about research to plan new programs or assess results and they’ll tell you they’re not doing much, but would like to be doing more. The reasons cited: cost; belief that some results… Continued

Rowland Co. Merges with Wang The Rowland Company, New York, on March 12 merged Wang Associates Health Communications, New York, into the company’s existing healthcare practice to form a new division of Rowland, Rowland-Wang Healthcare.… Continued

This is the second in a two-part series on the PR surrounding the Tickle Me Elmo craze. Last week we took readers through the process of generating press and dealing with the onslaught of media… Continued

March 18-21: The Center for Corporate Community Relations, "Institute on Corporate Community Relations," Boston, 617/552-4545. March 19: Public Affairs Council, "Adding Value: Maximizing the Use of External Resources," Washington, D.C., 202/872-1790. March 19: National Investor… Continued

Ross Named VP of PR For Reader’s Digest The Reader’s Digest Association, Pleasantille, N.Y., named Stuart C. Ross VP of PR and product publicity on March 12. Ross replaced Craig Lowder whom the company said… Continued