Take advantage of the many free marketing opportunities available by blowing your own horn. Send out press releases to your local newspapers, business publications, and area magazines about anything newsworthy that you have done recently, but especially in relation to your business.  This can include things like continuing education, appointments to committees and boards, and special events you have planned, such as open houses or health fairs. You can also often send press releases to professional journals and magazines, although the content will probably need to be revised so it is more relevant to your trade.

Whatever you send should be concisely written and should include your business address and phone number in case someone from the publication or other news outlet needs to contact you. They may also decide to list it with your other information, so be sure it is complete and accurate.

It is also a good idea to include a passport or professionally done head-shot photo, with your name written on the back, and your business card or brochure. Make the most of that stamp! And of course if you are sending your press release or announcement by email, you can conveniently attach your digital photo to that.

Most newspapers and business publications will have some kind of “Who’s Who” or “People and Places” section for this type of thing. Make yourself familiar with how each one is set up so that you can request proper placement of your information.  It is important as well to find out about deadlines for dated information so that you can get everything in on time.

Remember to proofread your work for grammar and spelling errors, as well as clarity.  It is a real waste of time and energy to send out the wrong information!  Have a friend or colleague read what you have written if you are not sure how it sounds.

Once your press release is printed, post it where your clients can read it. They may not have seen it but will surely want to. If your article comes out looking especially impressive, you may want to think about having it framed and hung in your office. You’d be surprised how impressed people are by that sort of thing!

I also like to send a thank you note to the reporter if they did a nice job with my information and article. Including a coupon or gift certificate for a discounted or free session or just a small token gift is another good idea and is sure to stand out in the writer’s mind and make them want to call you for future news needs. It’s a small price to pay for the value of the PR you’ll generate.

So get to work on informing the media and the public about just how busy and interesting you are. Remember you can send out press releases as often as you like. Local news media are there to report what is going on in your community; it makes no sense not to use them. The time and energy spent on this free publicity will be well worth the visibility and credibility brought to you, your practice, and hopefully your profits!