Today any marketing plan worth its salt includes a regular and strategically focused element of publicity.
What does that mean?
Well, first it is essentially free — I know that gets my attention these days, how about you?
Second, if done properly it will build on carefully developed and vital aspects of your brand, your product offerings and of course, the things that drive your bottom line.
You build a PR plan the same way you build any other plan. Start with the basics and find creative ways to make those elements attractive to the media through personalized contacts and smart tie-ins.
For example, use an upcoming holiday, let’s say the 4th of July, to interest a reporter in running a story about how your veterinary practice can make pets more comfortable during all the fireworks.
Write a simple 3 paragraph release about the dangers and terrors that some pets go through every year when the big booms hit the night sky. Focus one paragraph on the newest short term meds or products available at your vet practice that will help. Then give a tip or two about how to prevent a problem with a little better planning.
Send it off to the reporters in your town, and call later to chat with them about the release, answer any questions and clarify points that are of concern to the reporter. My guess is that you will find your name and services in the paper in short order with resulting phone calls and appointments from interested pet owners.
Think about it, whether you are in the carpet cleaning business, are a veterinarian or a manufacturer or banker, simple, relevant, timely and creative PR strategies like this one can work for you and they need to be part of your marketing efforts.
Want help? Give me a call. I specialize in both developing PR for businesses like yours and in training your inside team to do it effectively.
More Later!
M
