Five Ways to Get Great PR That Brings Results
As a public relations practitioner, I am constantly on the look-out for ways to cut through the clutter to garner attention and measurable results for clients.
Start by identifying what’s unique and special about your business/practice/product. In the case of holistic veterinarian Dr. Carol Falck, the answer is just about everything.
If you’re as fortunate as I am to have extraordinary material to represent, you can move rapidly (and constantly) to the next level: engaging the media with fresh, relevant and topical stories.
In this instance, ongoing information was being disseminated about the H1N1 Virus, more commonly known as Swine Flu, but very little had been shared about its occurence in pets and the possibility of transmission between humans and their animal companions.
Dr. Falck and I researched the topic immediately (often, expedience is as important to success as relevance) and she developed a protocol of Chinese herbs, essential oils and common sense measures for the natural prevention of the disease in animals, which aligns with the principles of her “alternative” practice.
Armed with credible, valuable information, I was able to accomplish the goal of exposure by contacting a savvy TV news producer who specializes in medical stories and presenting the information to her in a concise (these people are busy, with information flying at them non-stop) and responsible way. With a keen ability to recognize a newsworthy story when she sees one, she booked a shoot date.
Next, preparations began for the medium–in this case a visual one–with lists and lists of products and equipment to have at the ready when the cameras were rolling (photographer availability and time is at a premium, especially these days), should they be needed. We also provided an articulate client, knowledgable about holistic practices, who could speak to the subject from a pet-owner’s point-of-view, to give added dimension to the story.
The resulting news shot served many valuable purposes: informing the public that it is possible for people to transmit the swine flu to pets and not the other way around, that just a very few cases had been reported thus far, so that while there is no need to panic, it is something to be mindful of, and how to boost your pet’s immunity naturally to protect from H1N1 and other diseases.
The ensuing publicity also served Dr. Falck well in terms of promoting her practice in general, and I’m proud to report that she’s busier than ever with new clients who have been introduced to her “whole pet healing”/preventive philosophy.
But don’t take my word for it. See for yourself:
Oh, and here’s the requisite 5-point How-to-Get-Publicity List that conventional blogging wisdom indicates to coincide with this blog’s title:
1. Find your “uniquities”.
2. Translate them into useful and timely story ideas for the media.
3. Identify the appropriate media resource(s) and formulate a story-worthy “pitch”.
4. Prepare for the interview/shoot by anticipating needs and achieving ultimate readiness.
5. Put yourself in the mind of the viewer/reader by rounding out your story with additional points-of-view that reinforce the message.
Every business has a great story to tell. What is yours and how can you get it out there?