Power Of The Press To Grow Practice


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Using the power of the media to grow professional practice and business

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Power Of The Press To Grow Practice

  1. 1. The Power of the Press To Grow Your Practice Dr. Jim Humphries The Veterinary News Network (A Crash Course in PR)
  2. 2. Publicity: The act of delivering information with news value as a means of gaining public attention or support. Definitions: Promotion: To contribute to the growth and advancement of a business; the act of encouraging a trial or persuading an action. Public Relations : The art of developing reciprocal understanding and good will between a business and the public using the public mass media.
  3. 3. Clients!! You and Your Veterinary Hospital Local Seminars Volunteer Open House Sponsor TV Radio Print Media Web Site Press Promotion NON-Press Promotion There is something here for everyone!
  4. 4. PR is the process of supplying information to the media that you don’t control in hopes that they will run your story for their audiences. <ul><li>How powerful it is? </li></ul><ul><li>The average reach of one segment in the morning or noon news in the top 100 markets is 125,000 households! </li></ul><ul><li>Think of the advertising dollars you would have to spend to make 125,000 impressions. </li></ul><ul><li>PR is Powerful, Effective and FREE! </li></ul>
  5. 5. Using the media for publicity means providing them a steady stream of interesting, newsworthy stories that reporters and editors want to run – with few adjustments. <ul><li>Publicity rarely falls in your lap. </li></ul><ul><li>Most people don’t realize: </li></ul><ul><ul><li>There is much time and effort behind PR relationships </li></ul></ul><ul><ul><li>It is a gradual process of building trust with the media gate-keepers </li></ul></ul><ul><ul><li>The stronger your relationships the better your chances of controlling the media message </li></ul></ul><ul><ul><li>Reporters can do whatever they want with the information you send them </li></ul></ul>
  6. 6. <ul><li>How do professionals use the media for growing a practice? </li></ul><ul><li>You have to earn media coverage by properly supplying information that is factual, interesting, timely and (most importantly) newsworthy! </li></ul><ul><li>If a journalist believes your information is of interest to their audience, they are interested in you! </li></ul><ul><li>Once on, do an informative, up-beat story and don’t forget to gently mention your clinic, web site or event. </li></ul>Media PR should be a central part of most professional practice public awareness / information campaigns
  7. 7. <ul><li>Soon Publicity gains a life of it’s own – multiplies and becomes NO Cost </li></ul><ul><li>PR Promotes Credibility / Celebrity </li></ul><ul><li>PR Promotes Community Involvement </li></ul><ul><li>PR Appears unbiased, expert advice </li></ul><ul><li>Encourages a Trial (then let your client service and staff take the lead!) </li></ul>Before you know it, you will be an old pro and perhaps appearing regularly on the local news.
  8. 8. <ul><li>A story can be hot one week, and totally uninteresting the next. </li></ul><ul><li>Many stories are hot simply because of the time of the year. </li></ul><ul><li>Others are hot because of National News. </li></ul><ul><li>But for Local News a story is hot because it is LOCAL, and you – a Local Expert – has brought them the story! </li></ul>The NEWS business is about timing. PR is too!
  9. 9. Where is the power in media? … . At the local level!
  10. 10. Local News! “ Local television news and daily newspapers remain Americans’ favorite news sources” The Pew Council on Civic Journalism <ul><li>Why is this true? </li></ul><ul><li>There is a distance and a distrust with national news. And because busy Americans can get news, sports, weather and local events in 30 minutes on their local news. </li></ul><ul><li>What is the biggest money generating show on any local station? </li></ul><ul><li>The news! </li></ul><ul><li>Because it has the highest ratings. </li></ul>“ Local television continues to be far and away American’s primary and most credible source for news and information.” Roper Organization
  11. 11. Daily Information Sources Percentages of Americans who say they consult the following information sources at least once a day. 10% 20% 30% 40% 50% 60% 70% Local TV News-84% Radio-70% National TV News-70% Newspapers-68% Internet-21% Magazines-8% Phone Help Lines-4% *Neilsen 80%
  12. 12. Where do you get most of your news about your city? NEWS SOURCE Newspapers Television Radio Other People Other/don’t know Internet Magazines PERCENT 43.2 20.6 16.8 15.4 2.6 1.0 0.4 Walter Gantz, Indiana University
  13. 13. Unparalleled News Interest Average Percentage of Americans Following All News Stories Very Closely 2002 2003 2004 0% 10% 20% 30% 40% 50% 60% 1990 1991 1992 1993 1994 1995 1 996 1997 1998 1999 2000 Before 9 / 11 After 9/11
  14. 14. ONE MARKET EXAMPLE OF INCREASING NEWS DEMAND KDFW 42.5 KXAS 33 WFAA 36 TXCN 144 KDAF 7 KTVT 27 TOTAL 289.5 News Programming Hours Per Week © VNR-1 Communications, Inc.
  15. 15. Categories of Television News Interest <ul><li>O’Dwyer’s </li></ul>16% Fashion ** Where Veterinary Stories may apply 25% Travel 35% Entertainment 39% Environment 48% ** Offbeat/Kicker Stories 53% Business 63% ** General Medical News 76% ** Consumer 81% Computers & High Tech 89% ** Personal Health
  16. 16. When Does TV News Air: 51% 52% 58% 10:00 PM 25% 48% 65% 6:00 PM 3% 3% 45% Noon 4% 65% 58% 6:30 AM 3% 5% 60% 6:00 AM <1 <1 38% 5:30 AM Sunday Saturday Weekdays
  17. 17. Bad News for TV News…. Is Good News For You! <ul><li>Staff cut backs </li></ul><ul><li>More news shows to produce </li></ul><ul><li>Almost half have lost specialty reporters </li></ul><ul><li>Producers more likely to welcome a talented specialty reporter </li></ul><ul><li>If you are easy to produce and media savvy – it may lead to a regular spot </li></ul>
  18. 18. Good News About Television <ul><li>If you come in with a story ready, you relieve the staffing burdens of the News Director </li></ul><ul><li>If you can contribute regularly you relieve the loss of beat reporters </li></ul><ul><li>Animal stories can fall into many high scoring TV News categories </li></ul><ul><li>Animals are VERY visual and BOTH newsworthy and entertaining. </li></ul>
  19. 19. Good News About Radio <ul><li>Reaches 75.2% of 12+ audience each day. It also reaches 95.4% of 12+ audience each week </li></ul><ul><li>The average person spends 21 hours, 30 minutes listening to radio each week. 81.2% of all Adults listen to radio in the car each week </li></ul><ul><li>Talk Radio has LOTS of time to fill!! </li></ul><ul><li>Easy to do! </li></ul>
  20. 20. Good News About Print Media <ul><li>Much electronic media comes from print </li></ul><ul><li>Over half of Americans read print news daily </li></ul><ul><li>Easy to achieve </li></ul><ul><li>Offers instant credibility/celebrity </li></ul><ul><li>You don’t have to have a “personality” to do print </li></ul><ul><li>LOTS of resources </li></ul><ul><li>Staff can get involved </li></ul><ul><li>Can do in “spare” time </li></ul><ul><li>Can be re-purposed for your clients/web site/ newsletter/fact sheets/how to articles etc. </li></ul>
  21. 21. <ul><li>Determine what stories within your </li></ul><ul><li>office are of interest to a news audience: </li></ul><ul><li>Examples: </li></ul><ul><li>Heartworm? </li></ul><ul><li>Should Pit Bulls Be Banned? </li></ul><ul><li>Mad Cow Disease? </li></ul><ul><li>Guardianship? </li></ul><ul><li>Fleas and Ticks? </li></ul><ul><li>West Nile Virus? </li></ul><ul><li>Over-Vaccination Issue? </li></ul><ul><li>Anthrax? </li></ul><ul><li>Frostbite? </li></ul>Step ONE: The Story FIV Vaccine? Weird Case? Geriatrics? Alternative Medicines? Heart Disease? Deadly Bugs? Book? Local Event? Survey or Poll of Clients? Outbreak?
  22. 22. <ul><li>Something that is happening NOW </li></ul><ul><li>A seasonal event </li></ul><ul><li>An unusual case </li></ul><ul><li>The results of a new survey </li></ul><ul><li>The local angle on national news </li></ul><ul><li>A new product or service that will benefit people </li></ul><ul><li>“ How to” stories that help people accomplish </li></ul><ul><li>something </li></ul><ul><li>Things that make people’s lives easier </li></ul><ul><li>Local happenings </li></ul><ul><li>Good causes </li></ul><ul><li>Controversial issues </li></ul><ul><li>Government approval of something new </li></ul>What Makes A Good Story :
  23. 23. <ul><li>Make a list of “most desired media” for your story idea: </li></ul><ul><li>Newspapers, radio, television, neighborhood weeklies, all communications media in your town. </li></ul><ul><li>Gather contact information for this list. Get email and fax </li></ul><ul><li>Don’t forget to ask staff and clients who they know </li></ul>Step TWO: Media List
  24. 24. Step THREE: Make A Media Kit <ul><li>Glossy Binder </li></ul><ul><li>Photo and bio </li></ul><ul><li>News release </li></ul><ul><li>Story Rundown </li></ul><ul><li>Letters of praise and testimonials </li></ul><ul><li>Company history </li></ul><ul><li>Letter or tape from prior media appearances </li></ul><ul><li>Potential interview questions </li></ul><ul><li>Any published articles </li></ul><ul><li>Your business card </li></ul><ul><li>Brochure, sample, radio tape, promotional item </li></ul>
  25. 25. <ul><li>Learn how to write it up as a News Release </li></ul><ul><li>Learn how to pitch the story to: </li></ul><ul><li>Morning TV News </li></ul><ul><li>Morning Drive Time Radio </li></ul><ul><li>Talk Radio </li></ul><ul><li>Specialty Shows </li></ul><ul><li>Noon TV News </li></ul><ul><li>General Community Affairs Shows </li></ul><ul><li>Learn how to pitch the story using E-Mail </li></ul>Step FOUR: Deliver it
  26. 26. Contacting The Media <ul><li>Do your homework and find out the right person to call. Don’t be a pest – know how much is right. </li></ul><ul><li>Find out when is the best time to call. Deadlines, on the air, promo time, staff meetings. </li></ul><ul><li>Remember they are very busy and you need to get to the point quickly – 10 seconds! If they like the sound of your story idea, they will give you more time. </li></ul><ul><li>Create a one-page guide of your story and have it in front of you when pitching. </li></ul><ul><li>Don’t forget - you are building a relationship and a “no” only means no for now. </li></ul><ul><li>Be ready to send support info, discuss visuals, give back up data and how the story affects local viewers, listeners and readers. </li></ul>
  27. 27. Connecting With Reporters 1. Know the media you are calling “ I love your show”, be a real consumer 2. Build and maintain a fresh media list This takes time, staff can help, know their reporting 3. Know when and how to contact them Fax, phone, email. Soon after a show is good 4. Get focused Don’t “wing” a pitch. Prepare and be concise. 5. Think headlines Save the details for later. Remember, listener, viewer and reader service!!
  28. 28. Connecting With Reporters 6. Use email carefully It works well, just use it correctly 7. Remind them who you are They hear from hundreds a day – remind them 8. Stay in tune with your reporter base Get something newsworthy to them every month 9. Do what you tell them Follow through on all promises 10. Good Follow-up Each one is a bit different as to how much is too much Some like to be reminded. Try to get them on the phone. Leave one message then no more. Try different times.
  29. 29. Step FIVE: Be A GOOD Guest! <ul><li>Arrive on or a little before </li></ul><ul><li>the time they ask you to. </li></ul><ul><li>Dress properly; Lab coat & tie </li></ul><ul><li>or Business Casual </li></ul><ul><li>Bring all your props, visuals. </li></ul><ul><li>Pre-production stuff –Don’t bring those the morning of the show and expect them to get on. </li></ul><ul><li>Be energetic, enthusiastic, personable, fun, interactive, quick and be ready to think on your feet. Give the audience the benefit of listening to you. </li></ul>
  30. 30. <ul><li>Deliver information with attention to being up-beat, fun and entertaining and they will love you. </li></ul><ul><li>Practice your performance in advance so you don’t ramble. </li></ul><ul><li>Make your points then let the anchor or host have it back. </li></ul><ul><li>Be ready to answer “off point” questions, then “bridge” back to your main message. </li></ul><ul><li>Don’t hang around the station. Get yourself, guests and props out politely and quickly. </li></ul><ul><li>Send a thank you note and an idea for your next story. </li></ul>
  31. 31. Step SIX: Be Responsive <ul><li>To all media requests for information </li></ul><ul><li>To all media’s really stupid questions </li></ul><ul><li>To the media tendency to want everything on short notice </li></ul><ul><li>To all potential clients who have seen your wonderful work and call your office. </li></ul><ul><li>To the media’s desire to have you on again </li></ul>
  32. 32. Step SEVEN: Repeat Steps 1-5 <ul><li>Become an avid radio listener and television viewer </li></ul><ul><li>Develop a sense for what makes producers interested in your profession </li></ul><ul><li>Practice and improve your abilities to do good interviews and news segments </li></ul><ul><li>Approach the media with regular story ideas – you want them to see you as a source of good information </li></ul><ul><li>Don’t forget to tell your clients about your work in the media </li></ul>
  33. 33. The TEN Things NOT To Do With The Media: 1. Don’t be a pest Fine line, always have a new reason to call 2. Don’t lie or mis-represent your story Many people exaggerate to get on – this is hated by news people 3. Don’t waste their time No chit-chat, think headlines! Guess What, Did You Hear! 4. Don’t send the media too much stuff Concise media kit, press release, picture, contact info 5. Don’t call radio or TV people right before or during a show ½ to 1 hour after a show, or ask them best time
  34. 34. The TEN Things NOT To Do With The Media: 6. Don’t pitch stories that lack focus or are too commercial Your first job is to meet their needs - news 7. Don’t take offense when they reject Many reasons, simply try again with good stories 8. Don’t forget to follow-up email, fax, kits with more info, and gentle reminders! 9. Don’t go over their heads Work with their “uniqueness” or try another show 10. Don’t change who you are Be the person on the air they heard or saw in the newsroom. They are the gatekeepers! Make them friends.
  35. 35. American Society of Veterinary Journalists www.ASVJ.org
  36. 36. The New Media Model: A national network of specialty news contributors who belong to an organization that organizes, empowers, equips and motivates these “reporters” to appear in local news outlets and other new media communications media.
  37. 37. www.MyVNN.com
  38. 40. Contact Information: Dr. Jim Humphries [email_address] 719-495-2100