Issue link: https://www.massageandbodyworkdigital.com/i/82405
THERE'S NO BETTER TIME TO BUILD A RELATIONSHIP WITH THE MEDIA THAN EVERYBODY DESERVES A MASSAGE WEEK. THIS YEAR'S EVENT IS JULY 17–23. FOR MORE INFORMATION AND MARKETING MATERIALS, VISIT THE MEMBERS SECTION OF ABMP.COM. OFFER NEWSWORTHY DETAILS Something is newsworthy when it is unusual enough, interesting enough, or important enough to merit coverage in the newspaper. Ideally, you'd have a winning combination of all three: something unusual, interesting, and important will get even the most jaded editors calling you for an interview. You might be thrilled that you bought two new massage tables for your practice, but trust me, no one else is going to care about that. The editors and reporters reading your press releases know that—they're only going to follow up on those releases that promise some information that will be of interest to their readership. There are still many opportunities for massage therapists to bring news to the community. Consider the many health benefits of bodywork: could you talk to a reporter about how massage helps long-distance runners? That would be a great story, especially if there's going to be a marathon in your town. CREATE GREAT PRESS RELEASES A press release is a short announcement that answers the five pivotal questions a reporter will want to know: Who is involved? What is happening? When is it happening? Where is it taking place? Why is it happening? Answer all of these questions, in an engaging, chatty style, and you've got a great press release. Remember, you can send a press release before news happens—letting the press know you're going to be holding a stretching workshop for golfers, for example—or after an event occurs. If you want the media to cover an event as it happens, make sure to send out your announcement with plenty of time to spare—and send a reminder as the event gets closer. PROVIDE PICTURES A picture is worth far more than a thousand words. Always be on the lookout for photo opportunities. These 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've got pictures available for the reporter, that's a big plus. If the pictures are already in a digital format (high resolution JPEGs 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 or if there are photo opportunities. If an editor is choosing between two equally well-written releases to follow up on and one has pictures and the other doesn't, she'll choose the one with pictures every time. COMPLETE CONTACT INFO Making life easy for the media 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 they're holding, will they be able to get in touch with you? Never assume the reporter kept your card or that he has your phone number in his 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 get lost in as a reporter's card file. Complete contact information includes a phone number where you can be reached, as well as your primary email. You may want to consider including your cell number, as many reporters work odd hours. FORTIFY YOUR SITE Create a section on your website where you keep links to published articles about your practice. 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 to your website. It also helps potential clients learn more about you. Never underestimate the power of the web. Today, more than 90 percent of people begin their research online; 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. Any time 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. 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 proud to be assisting The Benjamin Institute for Advanced Studies through their growth into the online education space. Contact Halpern at yada123@yahoo.com. Yael Halpern, massage veteran, educator, Boost your practice with ABMP's Website Builder—free for members on ABMP.com 73