{"id":2153,"date":"2018-02-15T00:00:47","date_gmt":"2018-02-15T08:00:47","guid":{"rendered":"http:\/\/phosdev.com\/todaysveterinarybusiness\/?p=2153"},"modified":"2022-03-10T20:46:14","modified_gmt":"2022-03-10T20:46:14","slug":"free-publicity","status":"publish","type":"post","link":"https:\/\/navc.sitepreview.app\/todaysveterinarybusiness.com\/free-publicity\/","title":{"rendered":"Free publicity!"},"content":{"rendered":"

Sure, you might advertise your veterinary practice to nearby pet owners so that they learn about your services and expertise. But how do you reach the masses?<\/p>\n

One often underutilized tactic is media relations. Here is how to promote your practice by publicizing interesting client cases.<\/p>\n

Let\u2019s assume that you want to reach a larger audience of pet owners, not only to maintain visibility with your current clientele but also to grow your practice by bringing in new clients. We call this target market a consumer audience, which can be regional or local in scope. These people use online, print, radio and TV outlets to obtain news.<\/p>\n

To pitch a story to editors, producers or reporters at a local media outlet, you must provide an idea that is not only compelling but also relevant to the community. An educational angle helps, too. Consider the clinical cases you\u2019ve had recently. Which ones might resonate most with the community?<\/p>\n

The Needs of the Press<\/h3>\n

Once you have identified a case, you need a method of delivery. The vehicle for sharing your story idea is the press release, which, when formatted accurately, clearly outlines the case and the supporting facts. The press release must be written in the objective third-person voice and strictly adhere to the facts. You\u2019re not writing an advertisement, so don\u2019t use boastful language. Rather, the release must contain the information necessary to develop what is called editorial coverage \u2014 the articles or TV segments you read or watch to get your news.<\/p>\n

Before you develop a press release, I recommend taking time to learn its function and format requirements. You can read a blog post with four tips for writing a properly formatted, media-friendly press release at http:\/\/bit.ly\/2D58H8R<\/a>.<\/p>\n

4 Points About Content<\/h3>\n

A reporter or producer who reads your press release may not regularly cover pet news, so explain the most important points in a clear and concise manner. Convey medical lingo in laymen\u2019s terms whenever possible.<\/p>\n

Here are points to consider as you develop a case study press release:<\/p>\n