Promotions Professionals can use to publicize a practice or business

1. Professional Publicity Make The Telephone Ring & The Front Door Swing! Dr. Jim Humphries The Veterinary News Network

2. Clients!! You and Your Veterinary Hospital Local Seminars Volunteer Open House Sponsor TV Radio Print Media Web Site Press Promotion NON-Press Promotion There is something here for everyone!

4. Publicity: The act of delivering information with news value as a means of gaining public attention or support. Definitions: Promotion: To contribute to the growth and advancement of a business; the act of encouraging a trial or persuading an action. Public Relations : The art of developing reciprocal understanding and good will between a business and the public.

6. Some Very, Very Basic Marketing Facts: Should be 3-6% of Practice Revenue 15 – 30K for 500,000 gross Can drop to 1-3% when established 5 – 15K The Average Practice spends ½% Usually on Yellow Pages = commonly a waste of $ Web, effective ads, strategic partnerships, mix with publicity A consumer needs SEVEN exposures for a message to sink in! How much does SEVEN exposures in multiple avenues of advertising cost? Marketing Basics for Veterinarians Dr. Lowell Ackerman - 2002

9. Market Mix Of Veterinary Hospitals Leaders = 40% Challengers = 30% Unique Niche = 10% Followers = 20% 40 30 10 20 % Who Needs Publicity? Leaders – to maintain leadership Challengers – to become a leader! That’s 70 – 80% Marketing Basics for Veterinarians Dr. Lowell Ackerman - 2002

10. 24 Professional Publicity Ideas

11. 1) Pick a good name and logo: The Good, The Bad and The UGLY….

13. The Winners!!

14. 2) Register your web site domain name www.netsol.com , www.register.com

15. 3) Promotional items: search engine: promotional products

16. 4) Submit articles: or become local columnist

18. What Makes A Good Story: Examples For News : (Controversy is GOOD!) Heartworm? Should Pit Bulls Be Banned? Mad Cow Disease? Guardianship? Fleas and Ticks? West Nile Virus? Over-Vaccination Issue? Anthrax? Frostbite? FIV Vaccine? Weird Case? Geriatrics? Alternative Medicines? Heart Disease? Deadly Bugs? Book? Local Event? Survey or Poll of Clients? Outbreak?

19. How to become a columnist: 1. Decide which publication you will target Main paper, neighborhood weekly, specialty, business 2. Establish your position as an expert You are an expert in animal health 3. Decide which style you will use Ask The Expert Insider’s View Humor Behind The Scenes Folksy Fun Good News How To Articles 4. Don’t be afraid to start small

20. How to become a columnist: 5. Be unique Being unique and local may get you above a syndicated name. 6. Approach the editor Get an appointment, 30 second pitch, samples of your work, use column style with a picture, include press kit, and follow-up in a few days. 7. What If They Say NO! Try a back door with a specialty reporter Write anyway and use your work in many ways: seminars, “how-to”, on your web site, smaller papers

22. 5) Sponsor activities : church, little league, athletic club

23. The results of Safe Harbor Animal Rescue's First Annual Telethon were spectacular! The July 13th telethon was sponsored by News Channel 5, Roca & Sharpe Attorneys-at-Law, Petsmart and the Palm Beach Zoo. News Channel 5 presented two hours of animal magnetism as Safe Harbor, Palm Beach County's not-for-profit no-kill facility kicked off its capital fundraising campaign. 6) Hold an event: health screenings, vaccination clinics, open house, dog walks (Walk for Life), scoop the poop campaign, service dog awareness campaign, first aid event, Pet-A-Thon with local shelter and other..eg.->

36. Connecting With Reporters 1. Know the media you are calling “ I love your show”, be a real consumer 2. Build and maintain a fresh media list This takes time, staff can help, know their reporting 3. Know when and how to contact them Fax, phone, email. Soon after a show is good 4. Get focused Don’t wing a pitch. Prepare and be concise. 5. Think headlines Save the details for later. Remember, listener, viewer and reader service!!

37. Connecting With Reporters 6. Use email carefully It works well, just use it correctly 7. Remind them who you are They hear from hundreds a day – remind them 8. Stay in tune with your reporter base Get something newsworthy to them every month 9. Do what you tell them Follow through on all promises 10. Good Follow-up Each one is a bit different as to how much is too much Some like to be reminded. Try to get them on the phone. Leave one message then no more. Try different times.

43. The TEN Things NOT To Do With The Media: 1. Don’t be a pest Fine line, always have a new reason to call 2. Don’t lie or mis-represent your story Many people exaggerate to get on – this is hated by news people 3. Don’t waste their time No chit-chat, think headlines! Guess What, Did You Hear! 4. Don’t send the media too much stuff Concise media kit, press release, picture, contact info 5. Don’t call radio or TV people right before or during a show ½ to 1 hour after a show, or ask them best time

44. The TEN Things NOT To Do With The Media: 6. Don’t pitch stories that lack focus or are too commercial Your first job is to meet their needs - news 7. Don’t take offense when they reject Many reasons, simply try again with good stories 8. Don’t forget to follow-up email, fax, kits with more info, and gentle reminders! 9. Don’t go over their heads Work with their “uniqueness” or try another show 10. Don’t change who you are Be the person on the air they heard or saw in the newsroom. They are the gatekeepers! Make them friends.

45. American Society of Veterinary Journalists www.ASVJ.org

46. The New Media Model: A national network of specialty news contributors who belong to an organization that organizes, empowers, equips and motivates these “reporters” to appear in local news outlets and other new media communications media.

47. www.MyVNN.com

48. Contact Information: Dr. Jim Humphries [email_address] 719-495-2100