Public Relations 10Public Relations 1011Your Practice Image & The Media

Myra Schoen, Retail Marketing Manager

While advertising helps your practice to build a brand identity within your community,

public relations helps to build your practice credibility.

While advertising helps your practice to build a brand identity within your community,

public relations helps to build your practice credibility.

How Does PR Work?How Does PR Work?

It creates credibility by getting press from trusted third parties—such as established media brands

It creates emotional depth in campaigns

It creates relatively inexpensive visibility on a large scale

Evoking Emotion: Advertising vs. PREvoking Emotion: Advertising vs. PR

Advertising = Reaction

Evoking Emotion: Client PR ExampleEvoking Emotion: Client PR Example

Local paper participates in hearing aid contest.

Response? Overwhelming.

Client’s PR ResultsClient’s PR Results

Two FREE write ups in local paper

Two doctor’s referrals

Credibility in his community

Third-Party CredibilityThird-Party Credibility

Not all markets are created equal…

Media FilterMedia Filter

Events!Events!

Practice AnnouncementsPractice Announcements

Community recognition awards

New certifications

Technology updates

New hires

Anniversaries

GoodwillGoodwill

Get involved in a local charity

Offer free services at senior centers

Hearing Foundation Mission Trips

Reaching Out to Local MediaReaching Out to Local Media

Building A Media ListBuilding A Media List

Search websites of local media Review archives for health and

small business reporters Place contact information in a

spreadsheet

Newspaper contacts Business editors, health reporters, event editors

TV contacts Assignment editor, beat reporter for specific show

Radio contacts Producers, reporters, director of News/ Talk Radio

Rules to Writing a Press ReleaseRules to Writing a Press Release

#1 Know your demographic

#2 Strong “Hook” in headline & 1st paragraph

#3 Provide useful information

#4 Plug your business at the end

#5 Keep it simple

#6 Get help from the Micro-Tech marketing team!

Submitting Your Press ReleaseSubmitting Your Press Release

Mail to contacts on Media List

Make name, phone and e–mail address easily visible

Include your website if available

Embedding in your email vs. attached document

Follow-Up is KeyFollow-Up is Key

Easy for news to get buried

Call outlets two to three days after sending info “What other information do you need?” “May I provide photos or schedule a time for an interview to

talk about this topic in more depth?”

Call day before as final reminder for events

Successful Local EventsSuccessful Local Events

Local EventsLocal Events

Health Fair

Grand Opening

Lunch & Learn

Workshops

Patient Appreciation

Health Fair

Grand Opening

Lunch & Learn

Workshops

Patient Appreciation

Health Fair: Set Goals!Health Fair: Set Goals!

Leads and new patients

Practice awareness

Product introduction

Appointments for screenings

Choosing a Health FairChoosing a Health Fair

Attendee demographics Expected attendance Attendee list post show

Additional visibility opportunities Program ads, signage, etc.

NegotiationsNegotiations

It’s OK to negotiate Additional space for advertising Reduced rates if space unfilled Multi-year agreements

Don’t Get Lost in the CrowdDon’t Get Lost in the Crowd

Interactivity is KeyInteractivity is Key

Video OtoscopeLooped video

Hearing loss questionnairePractice signage

DrawingsBring staff

Video OtoscopeLooped video

Hearing loss questionnairePractice signage

DrawingsBring staff

Attendees = LeadsAttendees = Leads

Send visitors home with free screening appointment card Or…patient referral card Include brochure with practice info and a map Be prepared to book appointments Reminder phone calls before appointment Follow up!

Grand OpeningsGrand Openings

Doesn’t have to be a new location New “ownership” Remodel Community open house

Goal = visibility, leads and sales!

Grand Opening: Professional Open HouseGrand Opening: Professional Open House

Invite local business leaders, Chamber of Commerce and healthcare professionals to open house prior to Grand Opening

2-3 days before opening

Offer free screenings for friends, family and employees

Follow-up with media day before opening

Grand Opening: General PublicGrand Opening: General Public

Begin direct mail invitations 1-2 weeks in advance

Newspaper ads 1-2 days before event

Invite local media, local chamber for coverage opportunities

Follow-up with media day before opening

Make it Interactive!Make it Interactive!

Screenings Video Otoscope Staff introductions Food, drinks and music Book appointments

Event PublicityEvent Publicity

If no media attend, submit press release and photos to:Local papers

Community websites

Email to database

Position on website

Chamber of commerce

Local business newsletters

Becoming A Local ExpertBecoming A Local Expert

You’re Already An Expert.You’re Already An Expert.

Hearing healthcare professional Thousands of local patients In business for several years

Trained in the latest techniques Provide world-leading hearing technology

Now…you’ve got to spread the word.

How to Talk About YourselfHow to Talk About Yourself

Professional Bio is keyCredentialsYears in practice Training Areas of expertise

…Submit where appropriate!

Community InvolvementCommunity Involvement

Contact local organizations offering expertiseRotaryChamber of CommerceChurch groups

Offer free screenings to members if appropriate

Pitch a Story to the Local MediaPitch a Story to the Local Media

Consider pitching a news story Signs of hearing loss Talking with parents about hearing loss Hearing healthcare; hearing protection

Defining SuccessDefining Success

Defining SuccessDefining Success

Track all effortsMake sure front office asks where heard about practice

Leverage news coverage or guest speakingAdd to direct mailer, place on website, put in a database email

Create an ROI: Spent on PR vs. Sales!

SummarySummary

Find your newsworthy information

Get it to the right people

Leverage coverage

Follow up and track results

Refine and repeat

Thank you.