PRACTICE MANAGEMENT | PUBLIC RELATIONS |


EFFECTIVELY USING AND


GENERATING POSITIVE PR


MELISSA KELZ BEN-YOSEPH, Principal, Melissa Kelz Communications, Inc. www.kelzpr.com


contact melissa@kelzpr.com


having a complementary marketing campaign — which may include everything from email marketing, web optimisation, internal marketing and social networking, to community outreach and special events — to optimise your media outreach campaign. Securing media coverage is an opportunity to shape and


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deliver content to your main target audiences (i.e. consumers). Exposure reaches prospective and current patients, reinforces your position as a leading authority and establishes your brand as a reliable resource. Public relations can be used to stimulate awareness of and demand for your services or products, and to strengthen your image. You will also be able to tell a deeper story. If you take the right steps, the coverage you generate can create a digital footprint that lives on indefinitely, enhancing your ongoing marketing efforts. When a prospective patient reads a third-party article written


about your products or services, or views coverage of you on television, it is seen as a powerful form of endorsement or confirmation of excellence. A publicist or public relations professional can generate exposure, which can, in turn, build greater credibility for your brand in the long-term. However, becoming a media source does not happen overnight. Public relations is only one component of a total marketing plan, and a minimum commitment of 1 year is generally a baseline in which you can expect to earn results.


May/June 2013 | prime-journal.com


HE ULTIMATE GOAL OF A PUBLIC RELATIONS campaign is to generate exposure for your practice or brand by using a variety of media vehicles to reach a specific targeted audience. Media outreach can be a vital component of a practice marketing strategy. Most important is


A PHYSICIAN’S GUIDE TO


Melissa Kelz Ben-Yoseph shares her tips on how to use public relations to successfully reach and communicate with your target audience


When a prospective


patient reads a third-party article written about your products or services, or views coverage of you on television, it is seen as a powerful form of endorsement or confirmation of excellence.


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