How to Get $100,000 of Publicity — Free!
publishers. Not just one editor for each publisher, but three: the health editor, business editor, and editor-in-chief. Send emails and faxes once a week to your chosen 100 contacts until you hook one. Part 2: Create a Bio Media outlets want to know who you are. It doesn’t need to be a long explanation. A one-page or half-page bio about you and your background will do just fine. Important note: Don’t send the bio with the press releases. Your bio is something to follow up with once editors raise their hands and express interest. Part 3: Q&A Once you’re asked to do an interview, it’s time to provide some of your own questions. Paul describes this as the Q&A section, but the answers are what you offer in the interview. Basically, you offer guided questions so both you and the interviewer are set up for success, creating the best and most informative interview possible. What blew me away about the Q&A was that the media folks loved them and used my questions for just about every interview! So, how do you write a killer headline? What content should you be using? How do you find 100 outlets to contact? Where can you find the press releases I wrote that landed me major television coverage (my press releases you can swipe)? Well, all the answers and more can be found in episode 57 of the GG12 Monthly Team Training Toolkit.
Public relations (PR) is not a substitute for marketing. A solid practice depends on effective marketing. But that doesn’t mean you should neglect your PR strategy. PR can be a game- changing weapon for your practice. I learned this back when I was a practicing dentist, and it positively affected my business and my standing in the community. I learned how to use PR from my dear old friend Paul Hartunian. He developed a three-part strategy that I applied directly to my practice. Before I met Paul, I wasted $20,000 on a Boston PR agency that got me just about nothing. Once I began using Paul’s system, I landed four major evening news broadcast interviews (ABC, NBC, and CBS Boston affiliate stations) and tons of radio and newspaper coverage. FREE. You can (and should) do it yourself. Here’s a quick synopsis of Paul’s methodology: Part 1: Draft Press Releases The first step of Paul’s process is coming up with unique content that would make for a great news story. Perhaps your topic is something fresh, like using transillumination for differential diagnosis of deep dentin cracks, or a dependable standard, like teeth whitening. Regardless, you want to draft an engaging press release with a headline that packs a punch.
Once you have fantastic content, use every single form of media to relay that press release to editors of at least 100 different media
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For the latest information about what’s happening on Planet Gems, go to InsidersCircle.com and click the “Calendar” button. 90-Minute GG12 Team Training Webinars: GG12 Team Training Toolkit Dental Practice Transformation members, please block out this monthly program. These occur just once each month, but they could easily be the most important 90 minutes you and your entire team will invest. GG12 Office Hours: Twice each month, my office door is open for your visits. This is an optional opportunity for GG12 doctors and team to reach me directly with questions about dental practice management. Gems Insiders’ Circle™ Quarterly Webinars: Four times each year, I host a special guest guru on a wide range of topics.
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