12 Do’s and Don’ts for Dentists to get Good Press

Patient Attraction Episode 447

Yesterday we talked about how Google looks at press release. Today, I want to give you a dirty dozen do’s and don’ts of how to get media outlets to use your press releases. Stay tuned.

– Colin here, and my company, SmartBox Web Marketing, kicks butt at dental press releases.

– I have two former journalists on staff and I would put them up against just about anybody when it comes to writing effective, eye-catching press releases that also boost dental SEO.

– So I asked them to give me their thoughts on what makes a press release stand out to someone in the media.

– First, let me give you the same caveat they gave me: different markets act differently.

– If you live in a small community and have a small weekly or even non-daily newspaper, there is a very good chance your can get your press release in that publication and on its website.

– If you live in major metropolitan area, you have a much tougher battle to getting news coverage.

– But to increase your chances, here are 12 tips of what you should and should not do to increase your likelihood of getting media coverage.

  1. Do send to the right people at the right media outlets.

– Sure, you can send a blanket release to the generic email inbox, fax number or address of every media outlet in your community.

– Or you can find the local business reporter, medical reporter or whichever topic best applies to your release.

  1. Do understand that you are just one of many people competing for that person’s time.

– Whether it is a blogger, TV reporter or print journalist, other businesses have the same idea you do.

– Be sure that your press release gets right to the point and clearly states what is so important about your news.

  1. Do connect with the person you want to do your story on social media.

– Use multiple channels to get that media person’s attention.

  1. Do get a face-to-face meeting if possible.

– This is even better than a phone call, better than a social media interaction, better than an email and far better than a fax or letter.

  1. Do present yourself as a resource for future stories.

– Don’t just give your pitch about your new building, new training, or new equipment.

– Also give topics about which you could be an expert source should the need arise.

  1. Do keep trying.

– Your first 10 press releases may never result in a story.

– But it only takes that 11th one to turn into a nice article or segment to start reaping the rewards.

  1. Don’t send at the wrong time.

– If your local health reporter just wrote a story about dental implants, don’t send him or her a press release about how great dental implants are.

  1. Don’t send to the wrong reporter.

– Your local business writer may do a short blurb on your new building; your local crime reporter will not – hopefully.

  1. Don’t be upset if you don’t hear back.

– It’s OK to follow-up on your release, but if the reporter hasn’t emailed or called with a day or two of getting your release, you’re likely not going to get a reply.

  1. Don’t threaten to pull advertising or take your story elsewhere if they don’t get back to you.

– You just come across looking like a self-aggrandizing jackass who won’t get any future coverage either.

  1. Don’t send attachments.

– Just put everything you need to say in the body of the email.

– If the media member wants more, they’ll ask for it.

  1. Finally, don’t forget to doublecheck all names, dates, times, and facts in your release.

– The first time a media outlet has to run a correction after running your press release will be the last time they run one of your press releases.

– Thanks for tuning in today, good luck getting some media coverage, and have a great weekend.

– Until tomorrow, keep moving forward.


If you’re ready to begin getting the only result that matters from your marketing-more and better patients in your chairs - get started today and schedule your Practice Discovery Session™. They’re free to serious dentists who want to see a Patient Attraction System™ that can double or even triple their practice.