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Press
Release as a Chiropractic Marketing Tool
A wonderful
chiropractic marketing tool that is
often completely overlooked by chiropractors is a press release. A
press
release, very simply, is a written document you can create and
distribute to
various local and national media outlets. The reason you would send out
a press
release is to try and convince the people who operate the media
(editors and
journalists) to pick up and publish your newsworthy story.
A press release is
a great way to get your
company information into newspapers, search engines, television and
radio
spots, as well as other media reporting vehicles absolutely free of
charge.
There is a basic
formula/template you should
follow when attempting to write a press release document. It is very
important
to follow the structured format established by various editors and
journalists
over the years. If you fail to prepare your press release in the
generally
accepted format you will probably have a very slim chance of having
your
document reviewed when it is submitted. If however, you follow the
proper
formatting requirements your press release will stand a very good
chance of
being read and published in the various media circles.
When writing a
press release it is a very good
idea to place your company logo on the front page of your document. The
first
page of your press release should always contain the words "PRESS
RELEASE:
FOR IMMEDIATE RELEASE" in all capital letters. The next part of the
press
release that should be written is known as the title and it should be
written
in a very powerful style. The title of a press release needs to grab
the
attention of the editor or reader. After writing the title it is
sometimes
considered appropriate to write a sub-title for additional impact.
The major portion
of the press release is known
as the "body" and should contain the meat of your news or story
information. In this section you should always include the "5 W's of
Journalism Reporting." In other words you will need to write who or
what
the story is about, where the story is taking place, when the news
event
occurred, and why it is important or newsworthy. If you have covered
these five
components in your press release then you have most likely done your
job
properly and created a great "body" for your document.
The final portion
of your press release should
provide a synopsis of your news event along with some basic information
about
you or your company/product. Always finish the press release by writing
in the
three ### symbols. This is the professionally recognized way of ending
the
press release. If you omit this step your document will probably be
considered
unprofessional and not reviewed.
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