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News feature: Can I quote you on that?
17th Mar 2011
Hitting the local headlines for all the right reasons and actually making an impact in the minds of reporters, let alone readers, can be a very difficult thing.
Let's face it, when it comes to getting column inches in the local 'rag', it's an uphill battle for dentists and other companies, unless there is a dedicated business page.
The problem with that is a business page is just downright bland and boring and not many people are bothered about reading it without having a specific reason.
Local newspapers are very much centred on local bread-and-butter news stories. These include anything to do with the likes of councils, community groups, crusades and crowd-pleasing and heart-warming stories.
That doesn't leave a lot of space for much else. So the question is how to you get into that space?
Blatant advertising
One big hint; reporters can see straight through press releases and stories that are just there to be blatant advertising for the company or dentist.
Let's face it, a dentist is a business, and when a business is trying to get into a paper there is an element of self-publicising.
One way to ingratiate yourself with a paper is to put your money where your mouth is and spend some cash on actually advertising.
If you are a regular advertiser, then the editorial team are more likely to give you some space for stories.
As the saying goes, 'you scratch my back and I'll scratch yours'.
Leading cosmetic dentistry and surgery website – www.myfacemybody.com – works with both local and national newspapers to get the word out about the latest treatments and advancements.
It has worked hard to build relationships with different media outlets, and that is something that has to be done and it takes time, effort and is not an overnight thing.
Top tips and handy hints
Following a few simple rules and hints will help dentists with the local press and harness their power for themselves.
These include:
• Build up a relationship with one specific reporter, this creates a bond and means that you are not going backwards and forwards with anonymous faces and names all the time.
• The sob story – as is proven with television programmes like The X-Factor, sob stories sell well. Any patient who has had their lives changed because of a treatment could be a potential story.
• A story which is blatantly advertising is never going to get any more than a few paragraphs in a local paper because reporters can see through these.
• Offer your services free of charge to become a local expert that can be called upon for certain stories if needed.
• Do not become a media tart – sending too many press releases or getting in touch too much can just be a little boring: pace yourself.
This advice is something that myfacemybody.com takes on board, which means that it gets the message out there that it wants to and helps publicise its brand.
The information resource acts as something to help the media and also potential customers, so this works in its favour.
Make the most of the local media
The local media is a useful tool that, if harnessed in the right way, can work out well for all concerned.
One thing to remember is that local newspapers need you as much as you need them. They may not know it, but a great working relationship could be forged with a little work.
Some businesses can be scared of local newspapers, but don't be, as they are a useful tool that can be a big help.
Move forward and make the most of the media, create working friendship and work together for the good of you both.
If you would like to engage with local, national or even international media, www.myfacemybody.com has the skills to turn your PR dreams into reality.
Stephen Handisides is co-hosting The Smile Awards. The prestigious ceremony, offering a drinks reception, splendid three-course meal and the exciting ceremony, takes place on the evening of Friday 25 March at the stunning Royal Garden Hotel in central London.
The shortlist is:
Orthodontic Smile – fixed appliances
Dr Nilu Abizadeh
Dr Michael Cheung
Dr Istvan Somoskovi
Dr John Scholey
Dr Megan Hatfield
Orthodontic Smile – removable appliances
Dr Yad Zanganah
Dr Megan Hatfield
Dr Daz Singh
Dr Mike Mew
Dr Chetan Kaher
Restorative Smile
Dr Claire Redley
Dr Anoop Maini
Dr Michael Heffernan
Dr Ian Ollerhead
Mr Simon Caxton
Dr Ken Harris
Dr Sunita Verma
Dr Arun Darbar
Conservative Ceramic Smile
Dr Perdo Goncalves
Dr Donald Sloss
Dr Nadjafi
Dr Daz Singh
Dr Ken Harris
Dr Richard Lee
Dr Shameek Popat
Conservative Composite Smile
Dr William Shaw
Dr Perdo Goncalves
Dr Trevor McKissick
Dr Nadjafi
Dr Ken Harris
Dr Richard Lee
Dr Mike Lloyd Hughes
Interdisciplinary Smile
Dr Michael Cheung
Dr Ken Harris
Dr Shameek Popat
Dr Donald Sloss
Dr Chetan Kaher
Single Implant Smile
Dr Yad Zanganah
Dr Michael Heffernan
Dr Ken Harris
Dr Andrew Martin
Dr Kamlesh Sachdev
Multiple Implant Smile
Dr Michael Heffernan
Dr Patrick Holmes
Dr Yad Zanganah
Non Surgical Facial Aesthetic Smile
Dr Ian Hallam
Dr Yad Zanganah
Dr Sarah Cuffin
Aesthetic Technician
Dr Simon Caxton
Mr Richard Gidden
Mr Phaedra Kazali
Aesthetic Practice 2011
Maple Orthodontics
Ollie and Darsh
Generosity of a Smile
Dr Alastair Hayes
Dr Ken Harris
Dr Andrea Ubhi
Dr James Kleiber
Patient's Smile
Dr Michael Cheung
Dr Ken Harris
Dr Eli Joffe
Dr Mike Heads
Dr Jayme Adams
Dr Shameek Popat
Dr Arun Darbar
To find out who has won by attending this glamorous ceremony, book your places today by calling Karen Sherwood on 01923 851743.
Alternatively, contact Karen by email at karen.sherwood@fmc.co.uk.
Further information about the event is available on the website, which can be found at www.smileawards.co.uk.
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