National PR for a Local Story
National PR for a Local Story
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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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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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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