Take public relations to your local media

ORLANDO - 01/08/2006 - Every professional practice should incorporate public relations in its marketing strategy. That was the message from Dr. Jim Humphries, whose experience when dealing with the media helped him spearhead the Veterinary News Network, a collaborative effort to represent veterinary medicine to local television and newspapers.

Taking a national event, such as mad cow disease or aflatoxin poisoning, and discussing the health risks will establish a veterinarian as a credible source, compelling media to return for additional feedback, Humphries said during the first day of the North American Veterinary Conference.

After completing a compelling broadcast or article, your practice, as well as other veterinary practices, will see an increase in client interest.

"Reasons for soliciting media for story ideas include advising on flea/tick season and tips for winterizing your pet," Humphries says.

An estimated 60 to 70 percent of American households own pets, Humphries says. The media is interested in veterinary experts in an attempt to appeal to the audience.

When approaching media, form a concise, focused press release, or introduce yourself to a local reporter, Humpries says.

A key strategy is to formulate consumer message points. "Reporters are not interested in scientific dissertations," he warns. "Know your audience and discuss the issue at a level that will keep them interested."

Humphries advises, "Give them a few ideas for stories." In the best-case scenario, you can become a regular writer/expert reporter.

"If you are told 'no' on your first attempt to pitch a story, try again in a week," Humphries adds. But don't be disappointed about an initial rejection to an idea.

The goal is to help educate consumers about animal health; the result will ultimately provide valuable, free exposure to the practice.

For more information on how to market your practice successfully, visit www.publicity123.com.