Regulating Social Media Outlets in the Field of Biotech Public Relations
On any given fields of public relations, social media is indeed a very useful tool or shall we say method to employ to improve the status of a specific company. However, not all types of companies are able to use social media outlets as means of public relations campaigns. For a company that revolves around biotechnology, there are certain limitations being set as the given field of study is quite critical to peruse. In the United States for example, the Food and Drugs Administration or FDA carefully examines and evaluates any forms of advertising that concerns topics such as biotechnology, drugs, and other related fields. This is why biotech public relations is critical to a corporation that handles such field. Public relations, in general is specifically vital to all types of companies given that most of them utilize it. Examples would include pharma PR, cleantech PR, among others.
The Food and Drug Administration has been crafting specific guidelines to help companies in creating their various biotech public relations campaigns. Specifically, these rules concern the use of social media as a means of advertising any of the corporations’ products, services or any related items. They felt that there is a need to set a delimitation especially on websites such as Facebook, Twitter, and YouTube wherein information are quickly dispersed once they reach the said portals. The first planned date for the release of these guidelines was date back at the last quarter of 2010. However, some problems and revisions were needed to be worked on, thus moving the date at the end of March 2011. Unfortunately, after that extension, the proposed guidelines were still not available for compliance.
This has been a concern among those industries, and by this we do not only refer to those in the field of biotechnology. People from the fields of pharma PR, cleantech public relations, and other related branches are also eagerly waiting for these rules in order to have a strict procedure to follow and avoid any possible complications with the FDA. In response to this, these companies have set up some guidelines by themselves. These custom rules were made sure to somehow complement the meticulous eyes of the FDA. It somehow became a temporary substitute to the yet to be released FDA guidelines.
The first rule that they have prioritized revolves around transparency. It is critical that any sponsored message must be identified per se. When seeking for the assistance of some bloggers in terms of product reviews or any article creations, the company should be able to guide the blogger with regards to the extent of information that should be disclosed as to avoid any possible instances of confusion among readers. In this case, companies will always be held liable for any content that they possess. They should be able to regulate the comments sent to their sponsored sites or endorsers, especially the third-party ones.
For any forms of crisis or confidential information that may be easily passed on through social media outlets, companies are also advised to be the ones responsible once any leakages or exposes may come into the circulation. These are some of the rules that these companies have created temporarily while waiting for the official ones to come out. In this way, they themselves are able to regulate the release of their content which aids them better on their PR endeavors.
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