National PR for a Local Story

Let's say a veterinarian based in Boston, who has one office and has neither books nor products to sell, decides to launch a media relations campaign around her practice. Her primary objectives are to build her practice and to eventually open another practice across town. We know what she does, and know her objectives, so we can begin to outline what type of campaign would be most effective for her. In her case, you'd probably assume that national press would be a waste of time. Not many people from Florida or Montana are going to fly Fido in to see her in Boston, and since she has neither products nor books that she can sell, there is little benefit in concentrating on national press. Right? You guessed it - WRONG! Sure she would focus on the local and regional media, but if she really knew her stuff, she would be pitching the national media and pitching hard. Why? Two reasons. To begin with all national media is local media. Time magazine and USA Today is read in her city, isn't it? And Oprah and The Today Show are watched by her friends and neighbors, right? I say think of national media as being local media with a huge spillover. It is going to reach your target market, just as your local newspaper does, but with more of a bang.

This brings me to the second reason she should go national. National exposure will give her an incredible amount of legitimacy. She's now a national expert in her field. She can now pitch her local newspaper and TV programs as a locally-based veterinarian with national exposure, which believe me is going to interest her local media all the more.

Now, if she wishes, she can broaden her scope. She might want to develop the newest nutritional supplement for Tabby, or write the definitive book on training your dog. She could now do so as a nationally renowned expert. Remember every expert you see or read quoted in the media is local. Everyone lives somewhere. Don't think small when it comes to media. If you know what you're talking about, if your tops in your field, why shouldn't you be the one the national media turns to?

Copyright © Anthony Mora 2008

National PR for a Local Story - To learn more about this author, visit Anthony Mora's Website.

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