Harness the Power of the Press
Boost Your Community Awareness and Your Patient Flow Will Soar!

PR and Marketing – How Do They Really Tie Together?

Probably the least understood subject is that of Public Relations.  With all the marketing promises that are made today, it is hard to tell what is truth and what is hype.  Then add a general mis-understanding of Public Relations and you have a real mess.  PR actually precedes marketing and if done right, can increase your procedures many-fold and, more importantly, will not die out.

An Insiders Secret to Getting Great Press For Your LASIK Practice

Think like a reporter – not a business owner. A journalist or editors job is to report news so that their papers sell.  They are looking for articles that will make “news.”  The main question is, “How do your write a news story that will be printed and get your message out?”   Make it easy for them to do their job – deliver a news story that they WILL print.

The First and Most Important Thing to Ask Yourself Before You Call the Press Is…

“Is this really newsworthy or, better yet, have you made it so?” There is a way to write a news release but one has to know it.  Papers are there to sell newspapers.  A feel good story may make the paper.  But you have to know what are the fundamentals of news stories to get them printed with regularity.  There are actually 7 different elements that can be used to write a story.  Without a majority of them, your “news” will only make the circular file.

How to Create “Good” News That Will Have Editors Eager to Publish

What can you do to generate news for your LASIK practice? Or another way of saying it is: “How do you get your good works published?” Stage or sponsor a special event; community, charitable, or educational. Sponsor community programs – Boys & Girls clubs, a local parade, a seminar, a “10K Run For…” There are multitudes of ways to do this.

A Few Tips On How to Guarantee Your Press Release Will Go Straight In the Trash

Perhaps the biggest problem a company has when issuing a press release is – being overtly commercial. The press has zero interest in promoting you or your business – the vast majority of press releases are immediately dumped in favor of real news. What are the others and how do you write the release so that your idea is promoted and as a result your practice?

Essential Elements of a Press Release.

Like any marketing piece, it all hangs on the headline. Without a compelling header, the editor may not bother reading the whole juicy story – make them want to read on. Keep your text short – 400 or 500 words max – and keep your sentences and paragraphs short. Include supporting material - references or quotes from third parties to back up your “news”. Avoid technical terms and words that someone not in your industry wouldn’t relate to.

Choose Your Media Wisely

Most people immediately think of newspapers when they hear “press release”. Certainly newspapers would be a place to start, but consider your specific news item carefully and make sure you send your releases to the media that will deliver the biggest bang.  Your options include; daily or weekly newspapers, regional or national magazines, trade journals, television, radio, cable TV, and the Internet.

We use Public Relations to Boost Your Community Awareness and Ultimately, Your Profits.

<<Back>>