Can I quote you on that? Harnessing the power of the local press
Hitting the local headlines for all the right reasons and actually making an impact in the minds of reporters, let alone readers, can be a very difficult thing. Let’s face it when it comes to getting column inches in the local `rag’ it’s an uphill battle for dentists and other companies unless there is a dedicated business page. The problem with that is a business page is just downright bland and boring and not many people are bothered about reading it without having a specific reason.
Local newspapers are very much centred on local bread and butter news stories. These include anything to do with the likes of councils, community groups, crusades and crowd-pleasing and heart-warming stories. That doesn’t leave a lot of space for much else. So the question is how to you get into that space?
Blatant advertising
One big hint – reporters can see straight through press releases and stories that are just there to be blatant advertising for the company or dentist. Let’s face it, a dentist is a business, and when a business is trying to get into a paper there is an element of self-publicising.
One way to ingratiate yourself with a paper is to put your money where your mouth is and spend some cash on actually advertising.
If you are a regular advertiser then the editorial team are more likely to give you some space for stories.
As the saying goes – you scratch my back and I’ll scratch yours.
Leading cosmetic dentistry and surgery website myfacemybody.com works with both local and national newspapers to get the word out about the latest treatments and advancements.
It has worked hard to build relationships with different media outlets and that is something that has to be done and it takes time, effort and is not an overnight thing.
Top tips and handy hints
Following a few simple rules and hints will help dentists with the local press and harness their power for themselves.
These include:
- Build up a relationship with one specific reporter, this creates a bond and means that you are not going backwards and forwards with anonymous faces and names all the time.
- The sob story – as is proven with television programmes like the X Factor, sob stories sell well. Any patient who has had their lives changed because of a treatment could be a potential story.
- A story which is blatantly advertising is never going to get anymore than a few paragraphs in a local paper because reporters can see through these.
- Offer your services free of charge to become a local expert that can be called upon for certain stories if needed.
- Do not become a media whore – sending too many press releases or getting in touch too much can just be a little boring, pace yourself.
This advice is something that myfacemybody.com takes on board, which means that it gets the message out there that it wants to and helps publicise its brand.
The information resource acts as something to help the media and also potential customers, so this works in its favour.
Make the most of the local media
The local media is a useful tool that if harnessed in the right way can work out well for all concerned. One thing to remember is that local newspapers need you as much as you need them. They may not know it, but a great working relationship could be forged with a little work. Some businesses can be scared of local newspapers, but don’t be, as they are a useful tool that can be a big help. Move forward and make the most of the media, create working friendship and work together for the good of you both.
If you would like to harness the power of local and national media and gain new customers join the MyFaceMyBody expert programme click here
