Press Packs and other information

These are some of the items that you may be asked to approve as part of a ‘press pack’.
Click on each for more information.

• Backgrounder
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  Media Backgrounders are important items of information. Typically a press release focuses on a single event or a single study. The backgrounder provides valuable context. It is often the main document that can provide the balanced efficacy and safety data about the product to ensure that the data presented in the main press release have additional context. Backgrounders should be accurate, balanced, etc. As with all media materials, backgrounders must be approved prior to release.

• B roll
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  In most countries it is acceptable to provide a library of resources for journalists. This might include "B-Rolls" (Background Videos) and other useful reference items for journalists, such as pack shots, patient information leaflets and study summaries. It should be noted that providing pack shots to consumer media is usually considered promotional and not allowed.
  Resource information should be factual and not promotional in tone or content.
  In some countries it is acceptable to make this resource information available from a corporate or national website.

• Case studies
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  In some countries it is acceptable to include quotes from patients in a press release. It may also be of interest to the journalist to provide a "patient story" to help bring the article to life.

Patients should be briefed and contracted in a similar way to HCPs.
We will now look at the different intended audiences for press releases with examples.