How to use PR and the Media to get More Exposure for Your Counselling Business


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Clinton Power, founder of shares how to use PR and the media to get more exposure for your counselling or psychotherapy practice.

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  • -here’s me with my trainer Dr Michael Reed and colleague in final year of Gestalt -6 years of training- not one class on marketing -I was working for a large national relationship counselling service being paid small amount and having clients paying $150 an hour -out of frustration I left to go out on my own -had another job to keep myself going -created beautiful website- all about me -got business cards, rented a room and waited expecting clients to come through the door -clients didn’t come- I was struggling to make a living from clients- 2 or 3 a week, very inconsistent -realised I knew nothing about marketing- I had no goals, plan or strategy -decided I had to learn- hired marketing coach, educated myself- did marketing workshops, courses, studied copywriting, researched internet -discovered I had a passion for this, which helped, but I actually started to enjoy marketing -my passion was online marketing and I learned how to create website and write copy that got more conversions and my website ranked higher -now 99% of my business comes from Google- I have an associate -I created Australia Counselling and wanted to teach others how to do what I did
  • Identify: What makes you happy? What are you passionate about? What are your skills and experience? Where do you do your best work? -this all informs your niche later on
  • intersection of 1. what you love to do and are passionate about/do your best work 2. what you’re experienced and trained in or want to specialise in 3. need or want for your services in your community When you figure that out, then ask yourself “Who needs that information?” And then you ask yourself: “ Do they know that they need it?” “ Would they say they need it?” “ Would they pay for it?” PICK A SPECIALTY FOR MARKETING PURPOSES This means picking a population you enjoy or a problem you like helping to resolve. And then telling your community about it. It absolutely does not mean excluding or limiting your practice. You can see whomever you wish. when you pick a specialty to market, your practice fills better, you feel better, and you have more consistent referrals over time. WHAT SPECIALIZING IS Specializing is about choosing a population of people you enjoy and crafting your marketing to appeal to them so that you can enjoy more of them in your caseload. Specializing is about identifying a particular pain that you’d like to help people reduce and letting our community know that you do. WHAT SPECIALIZING IS NOT Specializing is not excluding clients because you only see certain types of people or problems. With every intake call, you decide if you want to see that person. You get to choose. Specializing is not about only seeing one type of person or problem. We will go into this more in a moment.
  • -important part of marketing is building authority -not about mindless self-promotion or calling yourself an expert -authority is something that happens over time through you having a clear marketing message -you reveal your personality -you make yourself visible -you add value to your community
  • Who to send it to How to send it How to follow up Lead times for radio TV and print Online media release distribution
  • How to use PR and the Media to get More Exposure for Your Counselling Business

    1. 1. How to Use PR and the Media to Get More Exposure for Your Counselling Practice Hosted by Clinton Power, Founder of COPYRIGHT © 2013
    2. 2. What is PR? COPYRIGHT © 2013
    3. 3. A Typical PR Strategy COPYRIGHT © 2013 •Where do you start? •Who are you target audiences and how do you find them? •What are your tactics to connect with them?
    4. 4. Where do you start? COPYRIGHT © 2013 •What are you trying to achieve? •What is the result you want? •What are you trying to communicate?
    5. 5. Your target audience COPYRIGHT © 2013 •Who are they and where do they hang out? •What type of media do they consume? •What do they watch, listen to or read? •Where are they online?
    6. 6. What’s newsworthy? COPYRIGHT © 2013
    7. 7. For general news COPYRIGHT © 2013 •Timing •Significance •Proximity •Prominence •Human interest
    8. 8. Media angles COPYRIGHT © 2013 •Interesting psychology stats •Human interest relating to mental health •Addition of new staff members to your practice •Important business milestones in your company •Evergreen mental health stories that are always relevant
    9. 9. To make the news… COPYRIGHT © 2013 •Read the news- world and local •Read psychotherapy and counselling journals •Follow the media in general
    10. 10. Media pitch •A specific idea that you ‘pitch’ to a journalist •Be targeted and have an interesting angle •Make it personal COPYRIGHT © 2013
    11. 11. Media channels COPYRIGHT © 2013 •Newspapers •Radio •TV •Online magazines •Blogger
    12. 12. Media releases COPYRIGHT © 2013
    13. 13. Media interviews COPYRIGHT © 2013
    14. 14. Editorials COPYRIGHT © 2013 •What is an editorial? •Why do them?
    15. 15. Public speaking COPYRIGHT © 2013
    16. 16. Online PR COPYRIGHT © 2013
    17. 17. Blogs COPYRIGHT © 2013
    18. 18. Social Media COPYRIGHT © 2013
    19. 19. Summary COPYRIGHT © 2013 •Always think about your strategy •Follow the golden rules of PR •Check out these resources: • • •
    20. 20. Marketing Q & A COPYRIGHT © 2013