Successful PR is something which does not always come for free but something which you cannot do without. You may not have to pay for PR the same way you do when you commission advertisements but considering the time, expertise and effort that you have to invest, PR is definitely something which doesn’t come for free.
Most of the time, people are baffled by how to achieve PR success. But experts all agree that it all boils down to great research, effective trend-watching and amazing people skills. Basically, PR success has to do with excelling in the art of telling an awesome story – that is the main difference between PR and advertising. Here are a few tips on how to best tell your story through public relations.
Do Good Research
As mentioned, this is one of the main pillars of successful PR. You need to do your homework before you make your pitch. Find out exactly what your patients’ or prospects’ ages are as well as their educational and economic background. It also helps to know your patients’ ethnicity as well as their professional and social interests. These factors will help you come up with the appropriate manner of telling your story. You should also take note the ways wherein your patients and prospects can get information whether that is through online, TV, radio or print media.
Make your story compelling.
When you’re telling the story of your practice, you need to get to the heart of it. How did you start your practice? Was it because you felt a personal connection to meet the demands of the industry? Was it easy for you to establish your practice or did you have to go through a number of hoops along the way? What exactly is your practice’s mission? Can you cite a number of memorable stories wherein you were truly able to help your clients? Come up with a story which definitely tugs into the heartstrings of your prospects and you’ll have a marketing tool which is so unique that chances are your competition will fail to compare with it.
Send your story to the right reporter.
Different reporters cover different niches. So when you are trying to send your story to the press, make sure that you send it to the right reporter. And as much as possible, don’t send anything to the editor-in-chief. And make sure that you follow up. Just because you didn’t receive any reply yet does not mean they’ve passed up your publication already.
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