What Is Public Relations and Why Should I Implement It Into My Marketing Plan?

What Can Public Relations Do For Me?

A strong and effective public relations plan can build your practice’s reputation and position you in the best light with your community/target audience. With a competitive market especially in the hearing device industry, you need to determine strategies to stand out among your competitors. Incorporating public relations into your marketing plan increases awareness and highlights why your hearing healthcare services are the best.

Successful Public Relations is the development and telling of a good “story.” You may be curious as to how you can turn industry news or clinical information into a compelling story? The key is finding the hook.

For example:

Oticon recently unveiled its new Alta hearing device. Ask yourself:

  • How can this hearing aid make a difference in the lives of my current and prospective customers?
  • What new technologies does it feature?
  • How can it improve the quality of life for customers?

The stronger you develop the “story,” the greater the acceptance by the media and public, which will add to the success of your public relations strategy.

Positioning Yourself as an Industry Expert

The importance of integrating public relations into your overall marketing strategy continues to evolve. According to The Fall of Advertising and the Rise of PR (Harper Business) – American marketing strategists argue that public relations has become the most effective way to build a brand. Business owners, like you, become known in their respective fields of concentration through public relations and the associated media generated.  Therefore, integrating a public relations strategy into your overall business plan will help solidify you as an industry leader while bringing focus to your individual services.

Explore the Benefits of PR

Public Relations, if done right, can reach a large audience without the traditional expense associated with advertising and marketing. A few of the significant public relations benefits include the following:

  • An economical way to reach your target audience in masses
  • The awareness of, and the demand for, your company’s products or services
  • Strengthening your company image and perception
  • Painting the picture of a company that is active and innovative
  • Creating additional credibility within your community
  • Giving you an advantage over competitors that are not utilizing PR effectively
  • Increasing online visibility, when integrated into your digital marketing strategy

If PR is not a part of your marketing plan currently, it may be time to consider implementing a public relations campaign to complement your existing initiatives. PR is an influential and cost-effective way to reach key audiences and influencers. PR focuses on promoting your company, establishing your business’ identity, and maintaining credibility – all with the end result of building an engaged and happy customer base!

For additional information on getting a PR campaign started, please check out our other PR blog post here: Public Relations: Beyond the Parties & On a Budget or contact marketing at marketing@consultyhn.com to explore Consult YHN’s PR archives and ‘How Tos.’

How Great is Your Practice? Let Customers be Your Biggest Fans!

It’s a great feeling when you get positive feedback in life.  Whether it’s kudos on a job well done, a compliment on the way you look or a ‘thank you’ for a good deed accomplished.  The same feeling applies to your practice, except it doesn’t have to be a passing note of gratitude.  Testimonials are a great and [semi] permanent way to tell the rest of the world how much your practice is loved, what a wonderful job you do and how satisfied your customers are – and even better, it’s feedback coming right from the consumer for other consumers to see!

If a customer gives you a 'thumbs up,' let the world know!

If a customer gives you a ‘thumbs up,’ let the world know!

Testimonials from customers can be used across various marketing mediums: in direct mailers, newspaper ads, on your website, in flyers [to physicians or the community] – the sky’s the limit!  The fist step is to ask for them.  A satisfied customer will be happy to compliment your practice.  Just ask them to fill out a compliment slip, complete a form on your website, write a recommendation letter or give a verbal testimonial – depending on the best format for them.  Always have the customer sign a release form so you can use said testimonials across all marketing and PR channels.  It’s no time to be modest – if you are providing excellent customer service while enhancing the quality of life for your patients the world has a right to know!

What happens if someone’s not satisfied?  Asking for feedback will eventually result in some negative comments as well.  But that’s okay.  This is an opportunity to find out what is dissatisfying the customer and quickly remedy the problem, turning a negative experience into a positive one for both the customer and you.

And what to do once you have all of these glowing testimonials collected?  Start integrating them into your marketing materials – where appropriate – based on the message.  For instance, in a direct mailer or newspaper ad, you’ll want to focus on the positive feedback regarding service and how long you’ve been serving the community [the mature and Boomers audiences LOVE this type of information]; for web based marketing, you want to show how you can save time for the Boomer audience and a sense of ‘well roundedness’ for the influencer audience; for physician marketing, you’ll want to showcase how important it is to the patient that their doctors work together to provide the best overall care possible.  You can utilize the testimonial in a variety of ways and speak to a number of audiences.

The best part is this is a free tactic that can be integrated into your messaging.  It’s the details in these testimonials that will set you apart from your competitors – positive feedback about your practice from your customers.

Get started today!