Q&A: Landing media quotes

June 4, 2010

Media outlets are always seeking content. The best approach to reaching them is to create and distribute press releases on local angles to current national topics related to the types of patients you would like to attract.

Q: I see physicians quoted in the media, but reporters never call me. How do I get noticed and quoted?

A: Media outlets are always looking for content. The best approach is to create and distribute press releases on local angles to current national topics related to the types of patients you would like to attract. Press releases are easy to create, and there even are online forms for doing so, such as http://www.ducttapemarketing.com/IPR.html. Do not make the press release obviously self-serving. Make it newsy; for example: "The new studies on hormone replacement therapy indicate that one woman in 2,300 will develop breast cancer due to hormone therapy. According to Dr. Smith of the Smith Woman's Clinic, that means approximately 15 cases here in Anytown."

It is best to submit your release to the person in charge of health-related articles in the target media outlet. That person often is identified on the media outlet's Web page, including his or her email address and guidelines for submitting press releases. Ask what kind of stories are of interest.

Answer provided by Medical Economics consultant Keith C. Borglum, CHBC, Professional Management and Marketing, Santa Rosa, California. Send your practice management questions to medec@advanstar.com
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