The power of the press is phenomenal and can hugely benefit your dental marketing strategy. I have noticed that some of my clients, however, put too much attention on the press and it’s probably because of what I have said about it (that it is very important). The press is important, yes, but there are other activities that are just as important.
No matter what, the press is only a small cog in the clock that is the marketing world. A clock missing one cog (or gear) cannot run, meaning press is still very important. However, when I mention the ‘press’, what I am referring to is more like common people spreading your messages in your local area. This is just as important and involves community leaders spreading your word for you. This is powerful! You will get picked up by the media press when you have community leaders spread your word for you sooner or later, no doubt. This method can prove to be an excellent way of promoting your dental advertising.
If you write a press release or something of that nature and it does not get published, do not despair. It is a little bit like success in general, if you solely chase success, it will be hard for you to reach it. However, if your focus is geared more towards the quality of your product and providing phenomenal service, you are much more likely to become successful. It is the same when it comes to getting press from the media. Do not worry about getting the press, focus on what you need to get it but concentrate on doing it the right way.
Press is very important but it is not the almighty when it comes to marketing methods. Getting the hundreds or thousands of community leaders in your area to talk about you is huge! That is where your method of approaching the press correctly comes in. Whether through internet dental marketing or just word of mouth in the community, you will need to show the community leaders that your news are of high value to be talked about and thus they would be more than happy to spread your messages for you.