You have a lot on your plate without worrying about public relations. But with a little help, you can learn to see where your eyecare business could wiggle its way on to local newshounds' radar.
For example, there's a solar eclipse today. I didn't hear about it until I woke up this morning. But if I were doing PR for a local eye doc, I'd gather some tips for her to talk about safe eclipse viewing and see whether a local radio or TV crew wanted a short interview for their midday news.
Of course, it'd be better to have a day or more to plan for such an opportunity. But given the rapid news cycles we live in today, even a last-minute pitch like this could pan out. News organizations love local sources to bring stories closer to home.
So if you're reading this now and someone at your practice has a few spare minutes between appointments, give this a try ... and send me a link to your story if it works out. If not, mark your calendar for the next solar eclipse.
Post-eclipse-script: The main point here is to help you think like a publicist -- or a reporter, editor or broadcast news producer -- about events for which you could serve as an expert source. November is Diabetes Awareness Month. FSA dollars expire in December. And so on. Our Calendar column in every issue of INVISION can help you identify ideas, too, and this article has more tips on how to approach your local media.
Finally, remember that in this era of social media, your website, Facebook page, Twitter feed, etc. are all media, as well -- and posting relevant, timely info in those places can help you get noticed by professional newsmongers.