August 2011 Newsletter
Using Press Releases to Grow Your Practice
The purpose for distributing a press release is to generate free publicity for your practice. However, in order to reap the benefits of free publicity, your press release needs to be read by the media. Therefore, it’s imperative that a press release be well written and attention-grabbing. The key steps to developing a press release are to identify the topic, select the correct media outlets for your topic and distribute it with plenty of time for the media outlet to publish before the event. As you develop your copy, make sure the text is clear and factual, providing as many relevant details as possible. The first paragraph should include all of the important information - who, what, why, when, where. Provide the relevant facts, but also create a desire for more information to entice your reader to learn more. A press release should be no longer than 1-2 pages.
Formatting Your Press Releases
Press releases need to follow a specific format. Below are the elements you should include when formatting:
- Print the words (all caps) "FOR IMMEDIATE RELEASE" at the top left side of the page. Directly underneath provide the contact information, including name, title, phone number and email address of your press person or main contact for this event/news story.
- Create a headline that highlights the main message of your press release. This should be 1-2 lines of bold, centered text in a statement format, not a sentence.
Below the headline, begin your text by creating a dateline:
TOWN, STATE – Month Day, Year.
- The last paragraph should be an ‘About’ statement. Center the text ‘About XXX (practice name)’ in bold letters and then follow with a brief description of the practice including your website.
- Complete the press release by centering "# # #" at the bottom of the page.
If your press release is formatted correctly and is successful at grabbing the attention of the media, it can be a very useful tool in marketing your practice. Visit our website to see a few examples of how a press release has helped garner media attention for the VenaCure EVLT system.