Issue link: https://www.massageandbodyworkdigital.com/i/196551
HOW TO GET PRESS FOR YOUR PRACTICE to send out your announcement with plenty of time to spare, and send a reminder as the event gets closer. Provide Images A picture is worth far more than a thousand words. Always be on the lookout for photo opportunities. These images don't have to be posed, formal pictures—in fact, it's generally better if they're not. Many times a reporter works without a photographer. If you have pictures available, that's a big plus. If the pictures are already in a digital format (high-resolution, JPEG-format photos are best), that's even better. You might want to consider having a photo gallery on your website, available only to the media. When sending out press releases, make sure to mention if photos are available. If an editor is choosing between two equally wellwritten releases to follow up on and one has good pictures and the other doesn't, she'll choose the one with pictures every time. If a photo shows one of your clients, make sure to get the client's signed permission to share the photo. Getting a signature on a basic photo release will help protect you and your practice. Include Contact Information Making life easy for the media also means including complete contact information on each and every piece of correspondence you send to the press. Think of it this way: if the only thing a reporter knows about you is the press release in his hands, will he be able to get in touch with you? Never assume editors and reporters keep your business card or that your phone number is in their files. The reporter assigned to write about your business may be a freelancer you've never met before, and there are few things as easy to lose as a business card. Complete contact information includes a phone number where you can be reached, your primary email address, and your website. You may want to consider including your cell number, as many reporters work odd hours. Archive Resources on Your Website Create a section on your website where you keep links to published articles about your practice. (You have a website, right? It's one of the easiest ways you can create buzz for your business. Go to ABMP.com/membership/massage_website_builder. php and create your own free website in one hour.) Additionally, you can store press releases, digital images, and other news there. You can make this available to anyone (the easiest option), or restrict access to members of the media. As your practice grows, it can be a real time saver to refer people in search of information to your website. It is easy for the media to access, and also helps potential clients learn more about you. Never underestimate the power of the web. More than 90 percent of people begin their research online now, and health decisions, including finding the right bodyworker, are one of the most heavily researched topics. Say Thank You After putting all of this time and effort into establishing and building a relationship with the media, you want to keep it going. If you're covered in the press, whether it's in print, online, or on television, send the reporter a thank-you note. Everyone likes to be complimented on a job well done. It may seem like a minor detail, but it can help cement your relationship with the reporter. ENJOYING THE BUZZ Seeing your picture in the paper or hearing your name on the radio is an exciting thing for you and your clients. Be sure to spread the word when you secure media coverage, allowing your current clients to boast to friends about their celebrity bodyworker. Don't be shy—you've earned the recognition and all the new clients who come along with it. Yael Halpern—massage veteran, educator, and freelance marketer—helps individuals and businesses reach their target audience and increase sales and professionalism within the wellness industry. With a passion for marketing, technology, and entrepreneurship, Halpern draws from experience and successful models used in other industries in order to reach the broadest possible, quality audience. She is excited to have recently completed an advanced training in digital marketing and to bring these skills to her clients. Contact her at yhalpern1@gmail.com. www.abmp.com. See what benefits await you. 75