Getting Ink- Publicity For The Optical Professional

Written by Cathy on May 6, 2009 – 5:40 am -

‘Publicity, Publicity, Publicity is the greatest moral factor and force in our public life.’ Joseph Pulitzer

Getting Ink For Eyecare

Don’t want to hassle with Social Marketing? The good news- the tried and true old fashioned way of getting ink is still a viable form of getting FREE publicity for the optical professional.  Press Releases are ‘new releases’ that are noteworthy about your office or organization. They can include anything from new products, industry news, staff hirings, new services, new hours or anything dramatic that has changed.

Cost of Press Releases ($100) are minimal as compared to print advertising. ($1000) Research shows that many press releases generate a higher return than print ads or even ad campaigns. With the Internet it is very possible for a press release to be picked up by hundreds of other wire services. Not only does it catch the attention of journalist, but customers and future customers as well.

8 Reasons Why Press Releases Are Important

  1. Next to referral, publicity is the next best way to get business to come to you. It assists in creating a reputation or an image.
  2. People are using the Internet more and more to find information on products, services and companies.
  3. Low Cost
  4. Huge demand for press releases- News wires are constantly looking for ‘new’ news.
  5. Increases Your company’s creditability
  6. Gain New customers-patients
  7. Free publicity
  8. If an optimized news release is done correctly – it can reach page 1 of Google or Yahoo.

Where?

1. Be quoted or featured in;
•    Profession and trade papers
•    Local newspapers
•    National newspapers
•    Specialized newsletters
•    Books in your field
•    Local, and national magazines

2. Be interviewed on;
•    Network TV news or talk shows
•    Local and national radio news or talk shows
•    Cable television shows
•    Public- access television programs
•    Video text services

3. Write articles;
•    Local papers
•    Local Magazines
•    Local Business newsletters

4. Be featured as;
•    Guest presenter at a special ceremony
•    Sponsor for civic activities
•    Contributor to a charitable event
•    Recipient of a professional or civic award

HELPFUL HINTS The Publicity Kit

1. Your biographical profile with a 5×7 black and white glossy photo of you.

2. A description and history of your business

3. A complete description of your service or product

4. A sample of black and white glossy of your product if applicable

5. Copies of articles written about your and your company

6. Letter of endorsement from customers

7. Copies of articles you have written

8. Features ideas or a list of questions interviewers can ask that focus on unique aspects of     what you do

9. A newsworthy press release or query letter

Example- QUERY LETTERS

Dear Editor/ Producer;

One of the most serious issues we face today  is the state of the environment and it’s effect on the eye health. Due to these environmental conditions, eye problems such as cataracts are on the increase. We as the optical professionals can make a difference in preventive eye care.

I am a licensed optical practitioner. Please look at the enclosed information and consider a story or interview on how each and every optical professional can help to improve and prevent serious damage to the eyes.

After 10 years in the optical industry and much research into patients eye health, I know what products and services that the optical professional can prescribe or recommend to the public to prevent and care for their eyes.

Thank you for your consideration,

John Smith OD, MD,

THE NEWS RELEASE Basics-

1. Contact person
2. Date
3. Eye- Catching Headline
4. Body
5. Keep to maximum of two pages- one page is perferable
6. Use quotes
7. Follow up with phone calls

Resources

Press Release Samples

Free Press Release Distribution Channels

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