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Article
by Helmut G. Flasch,
CEO Flasch Business Expansion
There
are many misconceptions among the chiropractic
ranks about the function and value of public relations.
Some feel that it's either tremendously complex,
depends on who you know, or only really applies
when you are an acknowledged expert. Others consider
that even if you generate a little press, it doesn't
work unless new patients arrived directly because
of it. But the enlightened few realize that no
practice can flourish without public relations.
So what exactly is PR? The function of public
relations creates a favorable operating climate
in which a practice can prosper and expand. It
encompasses all manner of actions, ranging from
media relations and speaking engagements to simple
but vital matters: smiling at patients and answering
the phone correctly. PR, then, is an essential
duty that every business, small or large, must
carry out.
PR
Tips
Far from being an esoteric subject that only the
highly trained can be entrusted with the basics
of public relations mostly can be quickly grasped
and applied to boost new business.
Here
are some of the basics:
| 1. |
Wear
the hat.
The first "trick" in successful
public relations is ownership of the hat.
Public Relation is an integral part of the
hat. Unless you want to spend a healthy
sum hiring someone to do it for you (it's
a well worth it for the bigger practices),
you must set aside a little time each week
to learn and perform the function.
"Learning how to create my own news
coverage has been an incredibly valuable
career advancement tool," says John
Hsieh, MS. PT, DC, CA, of San Gabriel, California.
"I have used it to manufacture many
magazine and newspaper articles in recent
months, and it hardly cost me a cent."
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| 2. |
Keep
it simple.
Public Relations in essence is a lot simpler
than chiropractic. Just by applying a few
fundamental ideas such
as those contained here, press and goodwill
are relatively way to obtain.
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| 3. |
Beat
your own drum.
Read any book on the rise of Microsoft and
you'll see that PR and sound marketing were
every bit as important as technology in
its rapid growth. Many believe there is
a better operating system, but who's the
leader? Even skilled chiropractors are destined
to low business volume if they expect the
world to realize how good they are and come
pounding on the door. The public won't know
unless you tell them. You can't be shy.
Those who can't support their glowing claims
will shine briefly, then fade like a shooting
star; those who can will find lasting fortune.
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| 4. |
Do
something.
To succeed at public relations, you must do
things, which attract attention. It's surprising
how much interest and good will can be created
by little actions such as a free consultation
period for the underprivileged or health education
lectures at schools. It doesn't even have
to relate much to your own field. Children's
events, anti-drug lectures, candy buy-backs,
"Toys for Tots" and flowers on Mother's
Day are consistent winners. Regardless of
whether the media picks it up, it still spreads
the word that you have people's best interest
at heart.
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| 5. |
Send
out press releases.
Find or create newsworthy items, such as the
events just mentioned (and hundreds more).
Send press releases about them to the local
and trade press. Just like one adjustment
usually isn't enough, send out a steady stream
of good releases. One per month will improve
your writing. Eventually, you'll see your
name in print.
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| 6. |
Public
contact.
Public relations is not just about events
and newspapers. It includes every form of
contact with the public, whether a letter,
a phone call or a face-to-face meeting. Listening
in on how phone calls are answered, check
letters before they go out, and look at how
your receptionist handles walk-ins. A few
surprises are in store. Instead of yelling,
however, a little time spent grooming staff
on the finer points of public interaction
is well spent.
|
| 7. |
Never
miss an opportunity.
No matter the place or time, be ready to insert
a little PR into the conversation. Rather
than tell people "I'm a chiropractor,"
try, "I help people to achieve optimum
performance of the body, live longer and become
more active." Many will become genuinely
interested in what you do.Similarly, when
a patient or prospective patient asks the
receptionist how many years you've been in
business, instead of saying "Five years,"
try something like: "The doctor's been
in chiropractic practice for over five years,
but because the patients like him so much,
we've been expanding rapidly."
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| 8. |
Publicize
success.
A big part of PR is publicizing patient success
stories. Solicit testimonials from patients
and ask if you can publish them. Use the spectacular
ones on banners, letters, posters, articles,
business cards and so on. You have good news.
Don't sit on it.
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| 9. |
Speak
to magazine and newspaper editors.
Few
chiropractors talk to editors, considering
them to be some elite breed who are unreachable.
Not so. Many are receptive and some would
be delighted to take material from you in
the form of press releases, articles or even
regular columns. Consult their interest and
send them the type of material they are looking
for.
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| 10. |
Recycle.
A few mentions in a local paper aren't going
to do much, but even more value can be realized
by framing articles and placing them in your
office, making up press packs to show to others,
inserting them in mailings, and so on. Keep
those press releases living by redistributing
and repromoting them constantly,
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| 11. |
Mean
it.
The biggest enemy of public relations is insincerity,
or worse, dishonesty. If you say you're going
to support needy children, do so. Using lies
in public relations eventually backfires.
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The
PR Event
Although
the above looks easy, like everything else, it
takes practice to master. Let's take a look now
at how to stage an event. "Toys for Tots,"
for instance, is not only successful PR, it serves
a worthwhile purpose by giving toys to the needy
at Christmas.
Print simple leaflets to promote the event. Hand
them to patients, display them in stores and libraries
(with permission) and fax them to available numbers.
Collect up the names and fax numbers of school
principals (K-12 and colleges), fire chiefs, police
chiefs, churches and city council representatives,
and send them the leaflet. Then call everyone
you've faxed, tell them about the toy drive and
ask for toys for needy children.
All that remains to be done is to locate a charity
organization or religious group which helps children
in need. Arrange to present the collected toys
a few days before Christmas, take a camera along
to take snapshots of the kids, the charity group's
representative, and you handing out the toys.
Finally, type up a press release and send it out
to local papers and perhaps some of the trade
press too. (If you are unsure what to say, take
a look at the publications you wish to appear
in and mimic their style and content.)
Some may think that such events are unrelated
to the business of chiropractic, but it is important
to realize that PR is not a sales pitch. As it
makes you known in a broader sphere than your
profession, don't worry too much about hitting
the "right public" with your events.
For instance, the idea that a candy buy-back at
Halloween "works only for dentists"
is false. By helping others and letting the world
know about something worthwhile, you generate
personal and practice goodwill. "As long
as your name is in the paper, it always seems
to mean more business," says Dr. Hsieh.
While it is fine to appear in (or write) articles
on your chiropractic work, unrelated news items
work just as well, if not better. Clients have
had articles ranging from tennis awards to continuing
education achievements.
Advertising
CPR
Public
relations does more than generate goodwill. In
most instances, it also resuscitates the advertising
efforts of a practice. Most have had the experience
of formerly successful advertising go flat. Interestingly
enough, PR seems to work in tandem with marketing,
with one complementing the other. You must do
both to truly realize their worth. As soon as
public relations starts to take hold in an area,
conventional ad response multiplies. In fact,
PR is probably necessary to bring advertising
to a workable and profitable level of return.
Why is this? Compared to advertising, public relations
is virtually free. As it is a third-party endorsement,
it is believable, unlike most ads. For some, however,
the results of PR are hard to accept. It is all
too easy to point to the acclaimed or highly successful
chiropractors and list the obvious reasons why
they reached the top. In the vast majority of
cases, it was not an accident of birth, the hand
of fate or a supernatural gift which transported
these gifted individuals to stardom. Rather, lurking
beneath the surface will be found the workings
of skilled public relations.
Helmut
G. Flasch
CEO Flasch Business Expansion
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