Getting More Out of Publicity by Leveraging Your Exposure

Posted February 7th, 2008

A local newspaper reporter quoted you in three paragraphs of a story. Now what?

By Chuck McKay

First, remember that all media works better when supported by other media. Some of that support can be as simple as your radio copy instructing to “see our ad in Sunday’s paper for details.” Other times it can be effective to put your web address in your Yellow Pages ad or on your signage.

Why is this? Largely because people equate large scale with success. And for many, the fact that you’re in multiple media gives you additional credibility. (Why do you think “as seen on TV” is included on so much packaging)?

And cross-promoting your message in additional media also contributes to frequency of repetition, which is a critical factor to helping people remember who you are and what you do.

But in this case, we’re not discussing advertising, but rather how to get more “bang” from your interview, and the endorsement it implies.

Just the act of being interviewed gives you credibility.

Here are some simple ways to leverage that interview:

Have the cover and the appropriate pages matted and framed for your lobby, or multiple copies for your exam rooms.

Reprint the interview as a flyer, and put a stack on your counter.

Include the flyer in your “welcome to the practice” letter/kit.

Turn the flyer into newspaper inserts or direct mail pieces. This is especially effective when the interview was in a magazine.

And if your interview was on radio or television, substitute a photograph of the interview and a typewritten description when you matt and frame it. Make your reprints of this layout.

Other uses of the interview:

Reduce the publication’s cover and add a summary of the interview to create a buckslip. Insert it in all of your outgoing mail for the next 60 days.

Blow up the reprint to create a sign for the entryway to your office.

Put a copy of the interview on your web site.

Alternatively, link from your web site to the interview on the original medium’s web site.

After a few months you’re likely to grow tired of these reprints. Let me point out the obvious: they aren’t old news to anyone who hasn’t seen them. They will continue to provide additional credibility with prospective patients for as long as you use them.

Last use: include them in your press kits. Send them with other materials when you’re pitching a story idea to another reporter. You’ll notice that you’re immediately taken seriously.

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Getting More Out of Publicity by Leveraging Your Exposure. copyright © 2008 Chuck McKay and AdvanceMyPractice.com. All rights reserved.

Chuck McKay is a marketing consultant who works with professional practices and owner operated businesses. Questions about creating multiple media impressions for your practice may be directed to ChuckMcKay@ChuckMcKayOnLine.com.