December 13, 2002
Creating the Image of Being a Leader
by Walter Hailey & Steve Anderson
 Walter Hailey and Steve Anderson talk about... Everybody knows that the press is picky about what goes in the newspaper. When your name is included, it says that you are a leader; otherwise they wouldn’t have bothered with you. The editor always wants the leaders. He wants exclusive rights, because he knows that unless he is first, he might as well be last. In the press, there are only two places. And they don’t print the last.
So, if you are in the newspaper, it must be because you’re a leader in the community, a dedicated and selfless worker for the common good of everybody. In public relations, it’s better to be first than it is to be best. There’s a good reason for this. “Firsts” stick in the memory. Charles Lindbergh flew over the Atlantic first. Do you recall who was second? Neil Armstrong and Buzz Aldrin were the first men to walk on the moon during the Apollo 11 mission. Who went on Apollo 12?
It’s better to be first than to be best, because people remember the firsts. The famous firsts make history; the seconds only get a footnote. And only in baseball do people care about who’s on third. Editors want news copy that reflects what’s happening. They don’t want old stuff. They want things that readers will be interested in.
What happens around your practice that would be of interest to the public? There are 4 main areas to look at:
- What’s new?
- What’s changed?
- What’s notable?
- What’s unique?
Give some thought to these 4 areas and think about what is happening in your practice in each of these categories. Next week and in subsequent issues of the DentalSuccess Letter we will explore some opportunities for good newsworthy stories in each of these categories.
This article is derived from an excerpt from “How to Become Famous in Your Own Hometown” by Steve Anderson and Walter Hailey. If you would like to find out how to get a copy of this audiotape series or if you would like to learn more about Dental Boot Kamp, simply send an email message to gregs@dentalsuccess.net or call 800-460-3838 x106.
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