How to Get in Media

Posted by admin in Effective public relations, Introduction to public relations, Press release writing, Public relations strategiesApr 12th, 2010 | no responses

Public Relations (PR) is often referred to free marketing. You prepare a media release, distribute to your local media outlets and wait to see if they broadcast or print your story.

Of course, it isn’t really free. There is the cost of your time and any expenses incurred to create and distribute the media release.

Incorporating PR into your marketing mix can be worthwhile and provides you with some ancillary benefits.

Desired News

You can issue a media release for a virtually unlimited number of reasons, but, to get reported, the story/topic must be of interest to the news editors on the day received.

If a HUGE story is underway, you will receive little or zero attention. Each day, the editor must fill a specific amount of time or inches. Depending on the flow of “news” depends on what they select to publish.

Even on a light news day, if your media release is nothing more than a promotion for your practice, it will generally be tossed in the trash.

Your release must be interesting and timely.

Naturally, you can issue a release when you are scheduled to speak to a group, an employee receives a promotion, a new Associate is employed, install new technology, receive an award, achieve a professional designation, hosting an event or any number of something new and different.

You cannot expect each of your media releases to be published, but, with a consistent effort, you will receive some press!

Anytime you are involved with an event, alert the media. They could send a crew and reported to the event!

Survey News

One of the most effective methods to secure news coverage is to issue a media release reporting the results of a timely and topical survey.

Tracking global news about healthcare, you could conduct a survey of your patients to determine their attitudes about what’s in the news.

For example, during the healthcare debate, you could have surveyed your patients to determine their position on national healthcare reform.

Tabulate the results and issue a media release. This would be of interest to most news editors because it is local, not a national poll. And, of course, you are the source of the survey, so you get the credit!

Watch for survey opportunities. Conduct the survey focusing on the topic. Report the results.

Conducting a survey is very simple using online technology. For little or no cost, you can collect survey participation and then generate a number of reports in order to analyze the results.

You can post the survey on your website or send an email with a survey link inviting your patients and Prospex to participate.

The news media loves surveys and polls. Feed their appetite for surveys and you will enhance your chance of getting the press to cover your brand of chiropractic.

You should be able to identity a survey topic frequently. Just be aware of what is going on in the country, the state, the county, the city or your marketplace as it relates to healthcare or your area of interest. Launch a survey, collect the results and issue the release.

Peak your practice with surveys.

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