One of the most powerful public relations tools for small healthcare facilities is the press release. These tools go beyond advertising by providing valuable and actionable information for your community.
Why is the press release powerful?
It has been shown that press releases are often three to five times more impactful than an advertisement. If the newspaper is quoting your provider, it’s news! What you say carries the authority and trust of the paper and that trust is now associated with your organization.
Furthermore, many people reflexively avoid anything they think looks like an advertisement. If information about your company and services is instead part of the news content, you stand a much better chance of having it read.
Designing Press Releases
The first thing to consider is to provide your press release in a format that is easy for your target organization to consume. Most papers will accept press releases using standard templates but it pays to find out exactly what they prefer.
You need to be mindful to create a press release that is more than just advertising. The release should be of interest to the readership of the paper. It should provide information that is interesting or helpful. That said, you want to connect this information to your brand and services.
Timing Press Releases
Because people often need to hear a message several times before they pay attention, it is important to stay in front of your audience. It is a good idea to have articles in the paper about three times a month. Having relevant, timely information at the ready can help you develop a strong relationship with your newspaper and ensure you get published.