Every company should have a press kit at the ready for when a reporter comes calling. The press kit is an important marketing tool for any company. Press kits can help with public relations for a doctors office in Princeton and help get the public to more about who you are and what your office specializes in.
A press kit contains factual information and marketing materials for your company. These materials present your company, its mission and vision and current happenings in a simple format for members of the media to use when writing their articles. They are also a great vehicle to deliver story ideas to reporters.
Press kits should contain information about the reason you are handing out the kit (i.e. an event, announcement, etc…), a sheet with historical/biographical information about the company; FAQ’s and images that can be used with the story you are looking for the media to pick up as well as some generic, or “stock” art images. Press kits are a fundamental element for successful and effective public relations for a doctors office in Princeton. Not only does a press kit tell your story, but it also provides a tool for prospective patients, customers, interested media, and those seeking to refer you in educating others and learning more about your products and services. With that being said, be sure to not simply type up your life’s story, every accomplishment the business has ever achieved, or trivial facts. In order to have effective public relations for a doctors office in Princeton it is imperative that you craft a targeted message based on what you are looking to achieve. Are you looking to communicate more of a company culture? Are you aiming to highlight recent growth within the company? A targeted message reaches targeted audiences.
Key components of any press kit include:
Before assembling the press kit, consider the audience and tailor the information to who will be receiving it. If you are sending out a kit for an event your client is having include other items of interest for reporters that are within their scope of coverage. For example, if a bank is having a grand opening and you are targeting the local paper, this is a great place to put a copy of the press release about their volunteer efforts in their communities.
Another example to achieve effective public relations for doctors office in Princeton would be to host a launch party or grand opening to celebrate and mark the beginning milestone. The idea is that you want to target the surrounding area to get the attention of potential patients and future colleagues. This would be an amazing opportunity to showcase the doctors office and all that it has to offer to the community. However, don’t just jump into party mode. Be sure to carefully plan out the design and execution of the event. Every element matters from how you invite patients, potential patients, former patients, and media to how they are welcomed into the office. The opportunity to leave positive and powerful impressions at these types of events are endless. Be sure to grab hold of these moments and turn them into ROI opportunities for your business. In addition, a successful event driving great public relations for doctors office in Princeton is having all the proper collateral material you need. Promote what you need to, without inundating.
Press kits should have both printed and digital versions of the contents. Having a digital version makes it easier for reporters to access your information. It also makes life a bit easier for them, as they can cut and paste that great quote from your CEO right into their story without having to retype it.
For the digital version, try and have a branded item such as a USB drive or CD with your logo on it. Nothing is more irritating to a reporter than looking for information—especially on a deadline—they know they have while looking at a pile of generic memory sticks and CD’s. They do not have a whole lot of time to search all the ones on their desk for your specific piece. This could mean a missed opportunity for your company to gain some exposure while creating recognition for your brand within the media.
In addition to the digital items being branded, all items in the press kit should be branded as well. This means all press releases and info sheets should be printed on company stationary and contained in a folder with your company logo on it. A simple folder with a full-color version of your logo on a sticker is fine as the packaging doesn’t have to be fancy. The important aspect is to have quality, useful content. Your public relations for doctors office in Princeton should be branded very well. When you are showcasing your office and making your audience aware of who you are, the items should have to do with what your office represents. For example, give out nice water bottles, pens, note pads, and t-shirts with the name of the office on it for the first few weeks/months. By doing this you will be branding your office and others will be asking your patients for your information. As the saying goes, “everyone likes free stuff.” However, these items are more than just free stuff. They are pieces used in daily life people use that will keep you top of mind. Whenever someone to fill their water bottle for the gym, they will be reminded of your company and the event they met you. This may lead to a prospective client picking up the phone and giving you the chance to build a relationship and trust with them so that they become returning clients who bring referrals along with them. In the marketing world, we call this “brand recognition.”