News releases are articles sent to local media (newspapers, radio and TV) to share newsworthy information about your practice and dental care. Unlike an ad, you cannot control whether this information is used.
Your success with news releases depends on creating messages that have a good “hook” and are timely. Tying your news to current events, recent studies, trends and social issues brings relevance, urgency and importance to your message.
Not everything is news. Think about your audience. Will someone else find your story interesting? Announcing your practice’s opening is exciting for you. To appeal to your audience, focus on the what your practice offers and what makes it unique. Answer the question, "Why should anyone care?"
When writing your news release, begin with a strong headline, followed by a first paragraph that includes the most important information. Typically, if a publication has limited space, they may only use that first paragraph.
The rest of your news or press release should provide the details.
Developing a relationship with local editors, healthcare reporters, etc., can be valuable. They may turn to you for information related to articles they’re working on or discuss topics you may want to write about.
Possible topics could include a speech or presentation you’re making, a new employee you're hiring and new services you're offering. You could also include tips for healthier living, your accomplishments and community activities.