Using the power of the media to grow professional practice and business

1. The Power of the Press To Grow Your Practice Dr. Jim Humphries The Veterinary News Network (A Crash Course in PR)

2. 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 using the public mass media.

3. 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!

9. Where is the power in media? … . At the local level!

11. Daily Information Sources Percentages of Americans who say they consult the following information sources at least once a day. 10% 20% 30% 40% 50% 60% 70% Local TV News-84% Radio-70% National TV News-70% Newspapers-68% Internet-21% Magazines-8% Phone Help Lines-4% *Neilsen 80%

12. Where do you get most of your news about your city? NEWS SOURCE Newspapers Television Radio Other People Other/don’t know Internet Magazines PERCENT 43.2 20.6 16.8 15.4 2.6 1.0 0.4 Walter Gantz, Indiana University

13. Unparalleled News Interest Average Percentage of Americans Following All News Stories Very Closely 2002 2003 2004 0% 10% 20% 30% 40% 50% 60% 1990 1991 1992 1993 1994 1995 1 996 1997 1998 1999 2000 Before 9 / 11 After 9/11

14. ONE MARKET EXAMPLE OF INCREASING NEWS DEMAND KDFW 42.5 KXAS 33 WFAA 36 TXCN 144 KDAF 7 KTVT 27 TOTAL 289.5 News Programming Hours Per Week © VNR-1 Communications, Inc.

16. When Does TV News Air: 51% 52% 58% 10:00 PM 25% 48% 65% 6:00 PM 3% 3% 45% Noon 4% 65% 58% 6:30 AM 3% 5% 60% 6:00 AM <1 <1 38% 5:30 AM Sunday Saturday Weekdays

27. 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!!

28. 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.

33. 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

34. 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.

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

36. 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.

37. www.MyVNN.com

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