What makes a great dental practice press release?

Once you have decided to embark on some local PR for your practice, you need to think about how to get the press excited, and that means news that the editor thinks will benefit readers.

Just announcing your news isn’t enough. The launch of your new treatment or the additional clinician at your practice may be news to you, but to a reporter or editor, who has to read hundreds of releases about new products and services, it’s not likely to be interesting news. Therefore, it may find it’s way quickly to the bin.

Suppose as an Ortho practice you’ve just added lingual braces to your brace treatment options and as part of the launch you’ve decided to offer patients a free initial consultation. You won’t drum up much interest if your headline reads “orthodontic practice launches invisible braces” and your first paragraph reads “(named) practice, based in (place) is now offering invisible braces. As part of the launch, the practice is offering a free initial consultation……”

You’re more likely to get interest and get a story written about you by changing your headline and first paragraph to focus on the offer and what’s in it for readers.  For instance the headline might read: “free consultation offer for adults seeking invisible braces”.  The first paragaph could say something like: “For adults who’d prefer a discrete brace option, (named) practice, based in (place) is now offering the latest in invisible braces. As part of the launch, the practice is offering a free initial consultation……”

Before you start writing the release, do choose the angle (what’s interesting about your news) to use . If you will be sending your release to various media (local newspapers, dental press, local radio and TV stations, your contacts, etc.) you may have to use different angles for the different media.

In our next Blog, we’ll focus on some more practical tips for “hooking” the editor and convincing him/her there is something in the rest of the release that will be worth publishing.

For help with a PR strategy or news artcle writing, contact us.

Writing press releases that grab attention for your practice

When  you have some great new news for your practice or specialist referral centre, the challenge is to get your press release noticed by busy editors. The real breakthrough to getting media attention is to stimulate the editor’s interest in your message, that is, make the editor who receives your release think “Here is something that will interest my readers.”

So what does interest editors and their readers about a dental practice? Your release should contain actual “news” about yourself, your treatments or services, your practice, or personnel in your practice. But it has to be “news” that other people will want to know about or need to know about. Information that qualifies as news (depending on whether it for your local press or dental publications) may include announcements about:

  • Launch of a new treatment
  • Opening of a new practice
  • Awards you or your practice have won
  • “Firsts” (e.g., first to offer a particular service e.g. saturday opening, early morning appointments, 0% finance in your area
  • Charity events your practice is sponsoring
  • Winners of a contest you’ve sponsored
  • Free seminars you are offering e.g. clinical, other CPD
  • Free patient “goodie bag”  as part of a Smile Month offering
  • Results or a survey your practice has conducted
  • Opening of a new business
  • Donations you’ve made to a charity / non-profit group

Once you are clear on the reasons for the announcement, your ‘angle’, the next task is to draft a press release but always with exciting the readers in mind. Our next Blog will be how to write a press release that resonates with both editors and prospective patients.

For help with a PR strategy, contact us.