Using Local Media to Help Your Clinic Succeed

From our May 2012 newsletter:

Any marketing plan should always have a section on public relations and using local media outlets to help increase positive awareness to your veterinarian practice. Here are three quick steps to help you be media savvy.

1. Become A Local Expert: News reporters are constantly looking for experts in their respective fields; professionals they can contact at a moments notice and get the necessary opinions for their stories. As a veterinarian, you can leverage your practice exposure by simply being available and on the media’s radar. If a reporter calls and says they are doing a story on the dangers of tick exposure because of the mild winter, say yes to the interview. Most veterinarians say they are too busy or shriek at the word ‘reporter.’ By presenting yourself as the go-to expert in this field you will garner positive free publicity and eventually attract more clients. Any negative story can beturned into a positive experience as long as you stick to the information at hand.

2. Send Press Releases: If you are having a community pet event make sure you invite the media. In fact, take it a step further and ask a local news personality to emcee. All media affiliates are always looking for stories that they call “kickers” or “feel-good” stories. Pets are the perfect fit for these requirements. Give them plenty of time to make sure it fits their schedule and if you are asking atelevision personality to participate, stay away from coordinating events during ratings periods (February, May, and November).

3. Consult With a PR Guru: Sometimes clinics may not have the budget to hire a PR Firm or a marketing consultant, but PCI Animal Health can help. We work with our clinics to help them understand the power of local media. We have experts in the media industry who can help your clinics step-by-step to leverage your media knowledge. Contact your local PCI representative for details.

-Sidney Alvarez