Publicity Module: Getting Started

                                             GETTING STARTED

                                         How to Use This Module
   
The Publicity Module is designed to provide the necessary information to allow you to create your own public relations campaign or to enable you to work knowledgeably with a public relations person in your own area.

In order to offer the best possible understanding of the subject, the module is set up to guide you through the following orderly educational process:

SECTION 1 - What You Need to Know About Publicity
We recommend that you and the person you have selected as your marketing coordinator, along with any members of your team that you would like to include, should start by reading Section 1.  This piece is designed to present an overview of public relations, breaking down information about the different types of media that exist and the different publicity formats and approaches which may be used.

SECTION 2 - The Terminology of Publicity
Next you can proceed to Section 2.  The terms and definitions provided will give you a strong foundation in the language of publicity as you pursue the creation of your own publicity plan or start work with a publicist in your local area.

SECTION 3 - Developing an Effective Media Kit
Continue to move on to Section 3, which will provide you with information and examples regarding how to build and use this foundation of your public relations materials.

SECTION 4 - Publicity Photos for Your Practice
Section 4 should be read next.  It will help you to understand the use of photography as a public relations tool and how to properly utilize it to help promote your practice.

SECTION 5 - Media Releases - What Are They?
Proceed to Section 5, which will introduce you to the value of the media release and provide introductory information on its composition and submission.

SECTION 6 - Constructing a Dental Practice Media Release
Follow by reading Section 6, which further elaborates on the use and construction of this fundamental media tool.

SECTION 7 - Your Newsworthy Press Release
Round out your learning process regarding the press release by reading Section 7, where you will gain further instruction on the creation of a practice press release and be provided with numerous examples.

The remaining sections of the Publicity Module specifically provide information for those who believe that they might rather hire a publicist than produce their own public relations campaign or have already made the decision to hire a publicist.  Even if you believe that you want to conduct your campaign on your own, you can benefit by reading the following sections to acquaint yourself with the professional services that are available to you.    

SECTION 8 - Finding an Ideal Publicist for Your Practic
Start with Section 8, which will help you begin the process of learning what a publicist can do for you and whether or not the choice to hire one is right for your practice.

SECTION 9 - Your Publicist's Fees - What to Expect
Go next to Section 9, which stresses the importance of establishing your public relations budget before spending your time planning a campaign or pursuing a publicist which are beyond your means or your needs.  This section guides you through the different types of professional publicity services that are available and the different fee structures that are charged.  It will help you to determine how to evaluate those services and fees in light of your needs in order to arrive at a budget that suits your finances and your goals, allowing you to pursue the appropriate providers.

SECTION 10 - Locating and Choosing Your Publicist Candidates
Follow with Section 10.  This section provides information on how to locate public relations firms and individuals and the considerations involved in choosing those that you wish to contact.

SECTION 11 - A Publicist for Your Practice - Getting Ready to Interview
Section 11 prepares you to evaluate and articulate your needs in regard to the "story" of your practice that you would like your publicist to tell and brings you to the point where you will make your contacts to set up interviews with the candidates you have selected.

SECTION 12 - Interviewing Your Publicist Candidates
Continue with Section 12 .  This important section will guide you through the interview itself, from standard observations such as the candidate's appropriateness of dress and presentation, to creating a prepared list of questions in order to maintain focus, to what to expect and what not to expect, through the inclusion of many specific and important questions to ask your candidates.  Sections 11 and 12, read in order, should enable you to perform a successful interview, learning what you need to know to evaluate each candidate, even if you have not pursued a public relations plan ever before.

SECTION 13 - The Contract with Your Publicist
Now go to Section 13.  Once you have interviewed, you will probably feel strongly about a few candidates or a particular candidate.  Although that can indicate the basis for a good working relationship, remember that this is a professional business agreement for which you will be paying and from which you will be seeking results.  Learn in this brief section how to handle the contract so that it reflects what you want from the work that will be performed.  You can also print out and retain a list of specific questions to ask when you call the references supplied by your candidate(s).  Completing your reading from Section 8 through Section 13 should enable you to make your decision, select the successful candidate, and hire a publicist for your practice.  

SECTION 14 - Working Together with Your Publicist
Finally, Section 14 will help you to understand the role you'll play in working with your publicist in a positive way to promote the success of your publicity campaign.   Be sure to read this section and perhaps print it out as a reference; a checklist to maintaining a productive approach to this exciting venture.

Our objective in presenting this information to you has been to provide the related material we've assembled in the form of a workable, effective learning module.  PUBLICITY is the first module we are presenting.  We'll follow throughout the year with modules on PROMOTION; DIRECT MAIL; PRACTICE IDENTITY; REFERRALS; TEAM BUILDING; INNOVATION; PATIENT REACTIVATION; ATTRACTING NEW PATIENTS; and more.

We wish you great success as you put your knowledge of public relations into action for your practice and remind you that we're here for you if you have questions along the way.  Please look for the future learning modules that are scheduled to appear as we continue our commitment to bring you the information that you need to help build your practice, always provided in the same accessible, use-oriented format.  








 

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