February 11th, 2008
By Jeff Crilley, Author, Free Publicity
Do you have a great idea for a story, but no clue how to get it in the news? Are you tired of pitching press releases the news media simply ignores?
After twenty years of beating the street as a TV reporter, I have a scoop for you: the media needs good stories. But most stories are pitched so poorly, they are lost in the blizzard of faxes that blanket every newsroom.
So, here are five steps to increase your chances of getting covered that even some PR pros don’t know:
1) BE UNUSUAL
The old adage about "Man bites dog" still holds true. The news doesn’t cover what’s normal. We cover the abnormal.
PR whiz Carolyn Alvey knew this when she was trying to raise money for a charity several years ago. Instead of holding a garage sale, she sent out a press release announcing a "Celebrity Garage Sale." Everything from Bob Hope’s old golf clubs to Roger Staubach’s long-neglected neckties were for sale. By making an ordinary garage sale extraordinary, the media was instantly sold on the story.
2) BE VISUAL
Reporters tell stories with pictures. If the pictures aren’t there, chances are the reporters won’t be either.
Even the most non-visual story can be made visual if you’re creative. A dog biscuit business? Boring. A dog birthday party complete with doggie guests and party hats? Now you’re barking up the right tree.
That’s what Michelle Lamont did to boost her dog biscuit bakery. She began baking huge dog biscuit birthday cakes and inviting the media to cover the parties. She’s had reporters hounding her for stories ever since.
3) CHOOSE THE RIGHT REPORTER
Perhaps the most common mistake even some PR pros make is trying to sell a good story to the wrong person. Most reporters have a specialty, like "crime" or "business."
So, seek out the reporter who will have the most to benefit from your story. Start studying the news. Before you call a TV station or try and pitch the paper, become familiar with a reporter’s work. Don’t try and sell an investigative story to a reporter who covers entertainment.
4) WRITE LIKE A REPORTER
If I were going to send a press release to a reporter, I’d write the kind of headline that a newspaper would run. And I’d make the rest of the release so conversational that a TV anchor could read it right on the air.
Why is this so important? A major market newsroom gets hundreds of press releases every day. Often the decision on whether to cover your story is made in a matter of seconds. Many times that well-crafted sentence in the third paragraph of your press release is never read.
5) WAIT FOR A SLOW NEWS DAY
The holidays are the slowest "news times" of the year. When government offices are closed, so are most of our sources. Take advantage of it.
In fact, take out your calendar and begin circling government holidays. If the government isn’t making news, we reporters are scrambling to find something to cover. Pitch even an average story on a day when the media is starving for news, and you’re much more likely to get coverage.
There you go. Now you’re armed with knowledge that even some well-paid public relations professionals don’t practice. If your idea is unique, visual, and pitched to the right person when the supply of news is running thin, you’re in!
Jeff Crilley is an Emmy Winning TV Reporter who speaks at no charge on marketing. He’s the author of Free Publicity. It’s available at bookstores everywhere or online at www.jeffcrilley.com
Posted in Marketing Your Business | 2 Comments »
February 10th, 2008
By: Shama Hyder
This topic usually falls under the jurisdiction of my good friend and colleague Philippa Kennealy, but I have been feeling rather passionately about this topic so I wanted to address it here.
Physicians like most independent professionals often struggle with marketing. As doctors, they have to follow certain codes of conduct. They can’t cold call patients, and even if they could-most would hate to do so. There is a common misconception that as soon as a physician starts a practice, patients come flowing in. While this may be true in some instances, most medical practitioners have to build up a reputation. And even then, many physicians miss out on all the opportunities to maximize their medical practice.
So, Here are 7 secrets to Maximizing your Medical Practice
1) Create a Mastermind Group- This is a powerful practice that has been followed by movers and shakers since the days of ancient Rome. I am surprised that more professionals don’t capitalize on this concept. Create a group of 5 or 6 physicians who meet at regular intervals. Monthly meetings work well. You can discuss ideas, share resources, and even invite guests to your meetings. Talk about what’s working in your practice and what isn’t. These groups can also serve as great brainstorming sessions for more marketing ideas.
2) Be Pro-Active about Burnout- Doctors are a hardworking bunch, so it becomes essential to be pro-active about burnout. Structure your practice so you can maximize your time and effort. And get help! You don’t have to do everything yourself. Hire a virtual assistant to schedule patients and send out regular mailings.
3) Tap the Power of Referrals- I have been told this is the lifeblood of many practices. For example, if you are a pediatrician, make sure your current moms and dads know that you appreciate it when they let their friends know about your practice. Don’t assume they will blare the trumpet about your great service.
4) Befriend the Local Media- Think Dr. Oz and Dr. Phil on a local level. Become an expert source for the local media. This is a great marketing technique which is very underutilized.
5) Don’t Play by the Rules- Doctors have to have an office. No respectable physician chats on AIM with their patients. The service small town doctors provide is not in demand right now. These are just some of the rules Dr. Jay Parkinson seems to have broken. But his practice is booming, his patients are happy, and the media loves him. Break some of the rules already!
6) Get Over Your Marketing Fears- Marketing is beneath real doctors. Medical practitioners don’t ask for referrals. Look at #5 and check out this article if you need more help.
7) Leverage Online Marketing- A couple of months ago I fell ill while traveling in a new metropolitan city. As I search for most services, I headed over to Google to search for a physician. Two hours later, I hadn’t found one physician website. If you are a physician, you need to have a website. And more than that, you need to optimize your site so patients can find you easily. If you are not doing this, you are throwing money down the drain. I feel very passionately about this. As a health care giver, it’s your job to make it as easy as possible for a patient to find you. Most patients aren’t looking in the Yellow Pages, they are Googleing. I have noticed that many doctors and surgeons in Los Angeles get this. Most of them have professional looking, search engine optimized websites. Why are doctors in other major cities trailing behind? Make sure you aren’t missing out on this opportunity.
Bottom Line: Start thinking creatively about your practice and leverage the internet to maximize your medical practice.
Posted in Marketing Your Business, SEO (Search Engine Optimization) | 3 Comments »
February 7th, 2008
By: Shama Hyder
We all know that giving is fantastic. Give great customer service; give great rates, and always give your best. But, what about getting? What kinds of things should you expect from your clients? Asking is also a great marketing strategy! Here is a list of 25 things you can (and should!) ask for when working with a client.
1. Ask for a down payment - Just like there are flaky freelancers out there, there are flaky clients as well. It’s completely okay to protect yourself and your time. Ask for a down payment, and make it fully refundable if you don’t do your share. Most clients will be happy to oblige.
2. Ask for more time if you need it - Sometimes your creative genius self needs time, and who can blame you? Between Twitter, and Facebook and well… clients, it’s a busy life! So, feel free to ask for more time if you need it. Just don’t go overboard.
3. Ask for clear directions - If a client wants exactly what they have in mind, they have to be able to communicate those thoughts. Help them along. Make sure to ask for clear directions and double check.
4. Ask for consistent expectations – It is okay to ask for consistent expectations on projects. If the client feels your work seems “fantastic” one day, and “not up to par” the next, and given that your quality has stayed the same-bring it up with the client. One caveat: this may require that you have some sort of quality check system in place to ensure the consistency of your work product.
5. Ask for recommendations- You kicked butt on the last project. The client is thrilled. Now, strike while the iron is hot, and ask for the recommendation. (i.e. - “I appreciate your confidence in me, and I will deliver my best to you always. Since I know you are enthusiastic about working with me, do you think you could please recommend me to your friends? I’d really appreciate it tremendously.”).
6. Ask for referrals - It can go something like this- “Who else in your network could use my services? Would it be okay if I contacted them and introduced myself?”
7. Ask for testimonials - So many freelancers forget about this wonderful marketing tool. It’s called “social proof.” People like people who are liked by other people. At the very least, they are usually intrigued. Simply stated - Ask for your clients’ good words on paper.
Read the rest here.
Posted in Business Profitability, Marketing Your Business | 1 Comment »
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