In today’s video, I’m going to be talking about how to get mass media coverage for your clinic, your gym, your beauty salon, or any other business where people come to improve themselves in some way. What we have found works very, very effectively is targeting individual journalists and offering them whatever your service provides. So whether it’s a personal training session, a facial, some dental treatment, whatever it is, offer it to them and invite them to come, you know, to experience it for themselves.
Everyone loves to get something for free, and journalists are no different in this respect. Now when it comes to inviting them, I would suggest that you get a bit more creative than just putting together an invitation on Canva and emailing it to them. What we find works is to send them something that will get their attention and that relates to what you have to offer. I’ll give you an example.
We recently launched our client’s clinic called Earworx. It’s based in Bondi Junction Sydney, and what they do is they safely and effectively remove excess earwax from your ear. So we sent the journalists what we called an Earvite, essentially we cut out a piece of cardboard in the shape of an ear and had lots of ear puns within this invitation. We then made our own chocolate ear mould so chocolate in the shape of it. They were absolutely delicious and they looked amazing. And then we included a bag of ear-shaped lollies, because let’s face it, you can never have enough sugar when you’re trying to convince someone to do something. So it worked an absolute treat.
We’ve had over 10 journalists from mass media outlets attend and find out what it’s all about. We’ve had feature articles in The Daily Telegraph, News.com.au, Studio 10 are doing a story on it, Weekend Australian, and the list goes on and on. So it really works guys, this is a tried and tested formula that we use all the time.
So my name is Monica Rosenfeld, I’m a professional speaker and the founder of WordStorm PR. I’ve got many, many videos on my website with lots of different PR tips, so you can look at that if you like at MonicaRosenfeld.com. Thank you, and I’ll see you next time.