Progress Notes Issue 49: 10 Steps for Using Press Releases
NP Business Tip: 10 Steps for Using Press Releases Health care is a huge front page news topic these days. Just glance through your local and national newspapers and magazines, listen to the radio, watch TV, and take a look at the social media and blog posts to get an idea of how much concern there is. This is a perfect time for you as health care providers to market your business and practice using the media. Learning to write press releases (PR) is a good first step to getting the word out about you. Well written and newsworthy press releases can be picked up by the print media as well as radio/TV outlets. To increase your chances of having this happen, here are a few tips.
- It has to be newsworthy. For local media, this might include your grand opening, expanding your services, adding new staff and providers, a change in hours, and launching a new website.
- If there is a health related news event in your community, how have you responded, or what can you offer that has an effect on the situation? A great example of this is a NPBO member who generated lots of news by offering a free clinic day.
- Just the facts. If your PR is full of fluff, it won't fly.
- Use a strong title and summary paragraph. You want to capture attention immediately. If it does not, chances are the PR will not be read.
- Capture the five "W's" - Who, What, When, Where and Why in the first sentence. Of course, you'll follow with supporting statements.
- Be concise and avoid spelling and/or grammar errors.
- Break it up. Most often reporters/editors skim press releases until they find something that catches their eye.
- Say it in English. Not everyone knows our medical lingo.
- Write in third person. It helps prevent your PR from sounding salesy.
- Keep it to less than one page. Often times, 500 words is the maximum sited.
Sending press releases on a regular basis is a good way to keep in front of the media. Even if your PR is not picked up as a story, keeping your name in front of the reporters will help them remember you when they need a statement or opinion on a health care elated event or incident in your community.NPBO Action Steps:
- List 10 things that may be newsworthy in your business. These can be current or future events.
- List 10 things that you can make a newsworthy comment on
- If your goal is your local radio, newspaper - read what they are writing/talking about and how.
- Make a list of the media folks in your area that you may want to contact.
- If and when something happens either nationally or locally, and you can respond in a newsworthy manner, do so ASAP. In reporting, time is of essence.
© 2010, Barbara C. Phillips, NP. All Rights Reserved.
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