PR Tips Series – #1 Introduction and Content Creation
PR is one of the most cost-effective promotional tools at your disposal. But it can be hard to know where to start – especially if you have not really explored it as an option before. We have put together a series of blog posts taking you through the various options you can consider when it comes to maximising PR opportunities – starting with content creation.
A big part of PR is creating content to raise awareness of your practice and brand in the local community. Here’s a few examples of how you can do this:
Writing expert articles is one way to establish your authority and expertise on a topic. If you look in the general media, you will often spot these types of article because the expert and their business are usually clearly listed.
When writing these articles, be careful to not just try and sell. Editors will not publish a sales pitch, so offer your advice unconditionally. Avoid mentioning your business in the article more than once. Instead, offer to write a piece in exchange for the editor publishing your contact details at the end, plus a line or two about what you do. A number of businesses do this very successfully.
Building up a strong social media presence can help increase your profile in your local community. Social media provides a low-cost option to ensure that your practice can regularly communicate and engage with followers, who in turn recommend you to others, thereby increasing your overall visibility. You can use social media as yet another platform to tell people what you’re doing, what’s going on in the industry, posting relevant information and how you can help.
Writing a news page or a blog gives you another platform to communicate to the public. A series of useful articles, information about an event at the practice, or a topic related to a national news story – anything that a reader would find interesting, valuable, and relevant and would want to share with others.
Writing a case study about a patient with an interesting story can also attract publicity. Download our Guide “Tips for writing a case study” Topics for case studies could include:
- Improving sporting performance through good vision
- Improving a child’s performance at school through vision
For more PR tools including tips on writing a case study, and tips on how to write a press release visit our website and download the resources
Next blog post: PR #2 – Interaction and collaboration in your local community