| Public Relation (PR) is often referred to as free | | | | the effort), you discover that only a neighborhood |
| marketing. issue a media (press) release to your local | | | | weekly picked up your release and gave you some |
| media outlets and enjoy an increased interest in your | | | | ink. |
| brand of chiropractic. | | | | The results: no calls, no new patients, and few people |
| First, PR is not free marketing. Second, like any form | | | | mentioned seeing your "press." Your ROI (return on |
| of marketing, PR requires a strategic and tactical plan, | | | | investment) in this case is -100%! |
| if any chance of success can be expected. | | | | Now, if you invested the same $519+ into an actual |
| Many Chiropreneurs attempt PR marketing primarily | | | | advertisement, and with the right headline, design and |
| for the allure of free marketing. But, as is often the | | | | message you only get one new patient, your ROI will |
| case, you get what you pay for. Free marketing never | | | | be 100% or more! |
| is absolutely free. | | | | As you can see, your free marketing could be too |
| If you have ever distributed a media release, your | | | | expense! |
| experience may have been disappointing. It is not | | | | The Case for PR |
| uncommon to send a media release and not a single | | | | However, there are some solid reasons why PR |
| mention in your local media. | | | | should be included in your marketing mix, and none |
| Before you embark on a PR campaign to grow your | | | | have anything to do with free. |
| practice, you must first ascertain what desired | | | | PR, like any form of marketing, requires a consistent |
| outcome you expect. And, to determine that, you need | | | | and repetitive plan. You cannot send out a media |
| to fully understand the difference between PR and | | | | release once or a few times per year and expect any |
| Advertising. | | | | impact on the practice. But, a sustained and planned |
| The primary desired outcome of an advertising | | | | PR plan can provide tremendous benefits to your |
| campaign is to attract new patients. The primary | | | | visibility and recognition as the "expert" in your |
| purchase of PR is to provide information of interest to | | | | marketplace. |
| the news media in your marketplace. Advertising | | | | Just as you grow your practice by building relationships |
| purpose is making a "sale," a new patient and PR is | | | | with your patients, you must do the same with editors |
| sharing "information." | | | | and publishers in your marketplace. You must make an |
| Let's explore an example: | | | | effort to connect with the gatekeepers of local news. |
| First, you need to know how much your time is worth. | | | | And, you must never try to use these connections to |
| How much does your practice compensate you for | | | | advertise your brand of chiropractic, but to help their |
| each hour you dedicate to the office? If you expect to | | | | readers, viewers and listeners learn more about your |
| earn $240,000 per annum, and you work 30 hours per | | | | areas of expertise. |
| week and take four weeks vacation, then your value | | | | One PR technique is to offer your local newspaper a |
| per hour would be $173. | | | | weekly column on healthcare issues. This is the right |
| The average amount of time to research, prepare, | | | | time to share and your donate your expertise to the |
| proof and distribute a media release could be three | | | | community by providing a health and wellness article |
| hours. Three times your $173 hourly rate would be | | | | that is published each week. At the end of the year, |
| $519. The cost of a photography to enclose with the | | | | you will have 52 articles published that you can use to |
| release, envelopes, reproduction and postage, and time | | | | create a BOOK! |
| to assembly and you can calculate your total cost of | | | | Use the book as a promotional tool for your other |
| this free marketing activity. | | | | marketing efforts, which will increase the perception |
| Maybe you have twelve media outlets in your | | | | that you are the expert... a very important component |
| marketplace including newspaper, magazine, radio and | | | | for enhancing your marketing efforts. |
| television. After monitoring the media, (another cost for | | | | Peak your practice with PR. |