Issue link: https://www.massageandbodyworkdigital.com/i/196551
Know What's Newsworthy Something is newsworthy when it is unusual, interesting, or important enough to merit coverage. Ideally, you'd have a winning combination of all three; something unusual, interesting, and important will get even the most jaded reporters calling you for an interview. You might be thrilled that you bought two new massage tables for your practice, but trust me, the public doesn't care. The editors and reporters reading your press releases are only going to follow up on those that will be of interest to their readership. If you pitch worthless story ideas, you'll quickly gain a reputation for wasting their time. There are still many opportunities for massage therapists to bring news to the community. Consider the many health benefits of bodywork. If there's going to be a road race in your town, could you talk to a reporter about how massage helps runners? That would be a great story. Will you be providing massage at a popular local charity event? Capitalize on that visibility. Did you learn a new modality that will help a specific population? Work that angle into an idea for coverage. Think about what the audience would find interesting about you and your practice, and focus on that. CREATE GREAT PRESS RELEASES Press releases are the tools to use when you want to get the media's attention. Sure, there are other ways to get the newspapers interested in you, including winning the lottery, delivering a baby in an elevator, or inventing a cure for cancer. However, writing a press release is far easier than any of these. A press release is a short announcement that answers the six pivotal questions a reporter needs and wants to know: • What is happening? • Who is it happening to? • When is it happening? • Where is it happening? • Why is it happening? • How is it happening? Answer all of these questions, in an engaging, chatty style, and you have a great press release. Remember, you can send a press release before news happens (for example, letting the press know you're going to be holding a stretching workshop for golfers), as well as after an event occurs. If you want the media to cover an event as it happens, make sure The Written Word Never underestimate the power of your words—those that are grammatically correct, honed for clarity, and correctly spelled. Sending out your press release without first getting a second read from a wordsmith, a friend, or a colleague could backfire when it hits the hands of a trained professional. Taking a second to get an extra set of eyes on your product can give you instant credibility in the eyes of the editors, and hence, ease your path to coverage. Masssage Massage www.abmp.com. See what benefits await you. 73