By Corey Hartman, MD, FAAD
If you have a wealth of content that tells the story of your practice, you can turn those stories, articles and insights into successful media placements. You don’t have to create new content to reach the media. You can use the content you already have if you know how. Here are some key suggestions on how to use existing content to attract media attention
Do your research.
It’s important to understand the landscape in which you’re competing. Read up on industry news, trends, ideas and strategies as well as what is being written about your competition. Doing this will help set yourself apart from the rest.
Connect with reporters.
Establish relationships with journalists covering topics related to yours; take note of their current projects and figure out how you can add value. Reaching out one-on-one is always more successful than sending cold emails or press releases blindly.
Be selective when sharing information.
Once you’ve done your homework and gathered resources relevant to each pitch, be sure not to overstuff it—be discerning when sharing expertise so as not to overwhelm the recipient with too much data or visuals at once. Additionally, you should tailor your messaging to the targeted media outlet and audience. If you want your content to stand out in today’s online climate, make sure it is unique, engaging and entertaining. Frame it in terms that are easy for readers to understand and incorporate visuals like graphics or videos when possible. Finally, always be mindful of deadlines so that reporters have enough time to review materials before publishing them.
Leverage social media.
You can also create an effective media relations strategy by leveraging social media channels to reach a wider audience. Utilize platforms such as Twitter, Instagram and LinkedIn to share your content with followers but also media contacts. Additionally, consider creating a blog or website for potential outlets to review and publish your stories.
Be responsive.
Finally, always be sure to respond quickly when reporters contact you—your responsiveness is key in building strong relationships with them over time.
