| PUBLIC RELATIONS | PRACTICE MANAGEMENT Create a pitch or press release
A pitch is a story or angle presented to media in the hopes of securing coverage. You can also send out a press release to announce something new and noteworthy about your practice. It is a tool used to distribute news to media, relay information, introduce yourself, interest the media in your practice, and let them know you are available for interviews. Whether a pitch or release, it
should outline the who, what, when, where, why, and how of the subject to be pitched. The intent is to give the media all the information they need to explain why the topic is significant or interesting. Think about the following before creating a pitch or release.
viewers, listeners, and consumers of media in your market area Editors and producers are not interested in promoting you or your business. They want timely, unique stories that will grab the attention of their audience, incite conversation, increase their viewership/ readership, and promote page views and shares. These include:
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PATIENT STORIES Every patient that comes into your practice has a story to tell. They all have a reason for wanting to improve their appearance and some of them are willing to share their story with a news reporter. Choose your candidate wisely and make sure you have their written approval.
NEWS National stories can (and do) direct local news.
Identify story angles that hold news value for the
Although a public
For instance, if the New York Times does a feature story on plastic surgery, a local station or newspaper might be interested in doing a similar story and will need a local expert resource. Creating a local angle from a national headline can use a patient, a doctor, a hospital, or a clinical study.
relations campaign can deliver results in many impactful ways, the
responsibility is with the physician and his/her staff to constantly
consider meaningful news, developments, case studies,
testimonials, milestones, and creative story ideas to make it work.
TRENDS A number of societies and academies all issue annual statistics on plastic surgery. These reports contain vital information that can help you with your public relations campaign. A trend can be something that is happening often and in a lot of places, a new twist on an old theme, a new segment of a population doing something quirky, sensational or sexy.
INVOLVEMENT The exhibit hall at the annual meeting is
filled with opportunities. Many of the new technologies, fillers, and other products are of interest to the media, and a range of the larger firms offer physicians practice marketing support to help them promote their technology.
CHARITABLE WORK Philanthropic contributions are always of interest to the local media. When cosmetic surgery is performed for reconstructive
reasons, it is often considered ‘surgery of the soul’ and is of interest to many.
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Include enough details and information
About the subject, such as location, description, and price to get your key messages across.
Use an expert quote Getting a quote from at least one
individual who plays a central role is also vital, as this quote may be picked up by a number of outlets and used in many ways.
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office phone number, and a work mobile phone number in order to set up interviews or answer follow-up questions as they arise. You could also list your Skype, website, Twitter handle, or Facebook page address as well. It is important to have a contact who is available to respond when media inquiries arise in a timely manner, or you will lose out on the opportunity when deadlines are short.
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A word on patient stories Although a public relations campaign can deliver results in many impactful ways, the responsibility is with the physician and his/her staff to constantly consider meaningful news, developments, case
Include bio info Add a brief description of credentials,
such as board certification or accreditation that applies to the topic or expert’s quotes.
Don’t forget contact information This includes your email address,
prime-journal.com | May/June 2013
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