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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.
- 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.
- 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.
- Do connect with the person you want to do your story on social media.
– Use multiple channels to get that media person’s attention.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.