Greg Sneyd, Director of DentalSuccess says ...
 
People look to newspapers for information because they know that they will get an accurate view of their community. When the papers cover community events, the public knows that they are going to get all the information they can without actually being there themselves. They accept the word of the reporter as their own and when PR is tied into this, it taps straight into their own will and emotions.
 
The impact of PR is then tied into their own feelings. The newspapers’ opinion of your practice becomes the public’s opinion of your practice. Often the newspaper is their only source of facts, so if it isn’t in the newspaper, it doesn’t exist and if it is there, then it must be right.
 
At Dental Boot Kamp you learn that public relations creates compelling word-of –mouth – the most powerful type of marketing. Where health is concerned, 46% of Americans say that they will not go to a new health-care provider without asking the advice of someone close to them first. Regardless of what other types of marketing you do, people are always asking other people about you. When you tap into the word-of-mouth network, you have created a winning solution for your practice, because people trust their friends to tell them the truth.
 
Public relations costs much less to spread the word about your practice than any other means available to you. Whether you are taking advantage of a charity event or running a contest, the coverage will be either free or at minimal cost. In the word-of-mouth network (friends telling friends) the cost is absolutely zero.
 
Charity benefits are well attended by the press and the community and your involvement in them will bring you to the public’s attention. Of course, once you have gained their attention, use that opportunity to keep telling them about your activities. 68% of Americans say that, all other things being relatively equal, they will choose to do business with the business or practice that is involved with some type of “cause-related” activity; that is, some type of charity that benefits the community.
 
A good PR strategy will ensure that the word gets out about what you are doing. Why do you think that the Crown Council created the Smiles For Life campaign? This cause related program benefits a lot of disadvantaged kids and at the same time puts a lot of Crown Council members’ practices in a favorable light.
 
Remember that people get their health advice from the press already. Forty two percent of Americans say that the #1 source they turn to for information about health and wellness is television. 39% turn to magazines first and 19% to the newspaper. The press always turn to recognized professional to explain how new health matters will affect them and those professionals get a tremendous amount o free press each time they step up to the mike.
 
So don’t just sit there thinking about what you should be doing. Come up with a couple of good PR programs and put them into action. Remember, people love public relations because of the way it affects them. And public relations gives you a chance to get your name in front of people when they are most open to hearing about what you are doing. 
 
If you would like to learn more about Dental Boot Kamp (www.dentalbootkamp.com) or the Crown Council (www.crowncouncil.com) contact gregs@dentalsuccess.net or call 800-460-3838 x106.