A wonderful chiropractic marketing tool that is often completely overlooked by chiropractors is a press release. A press release, very simply, is a written document you can create and distribute to various local and national media outlets. The reason you would send out a press release is to try and convince the people who operate the media (editors and journalists) to pick up and publish your newsworthy story.
There is a basic formula/template you should follow when attempting to write a press release document. It is very important to follow the structured format established by various editors and journalists over the years. If you fail to prepare your press release in the generally accepted format you will probably have a very slim chance of having your document reviewed when it is submitted. If however, you follow the proper formatting requirements your press release will stand a very good chance of being read and published in the various media circles.
When writing a press release it is a very good idea to place your company logo on the front page of your document. The first page of your press release should always contain the words “PRESS RELEASE: FOR IMMEDIATE RELEASE” in all capital letters. The next part of the press release that should be written is known as the title and it should be written in a very powerful style. The title of a press release needs to grab the attention of the editor or reader. After writing the title it is sometimes considered appropriate to write a sub-title for additional impact.
The major portion of the press release is known as the “body” and should contain the meat of your news or story information. In this section you should always include the “5 W’s of Journalism Reporting.” In other words you will need to write who or what the story is about, where the story is taking place, when the news event occurred, and why it is important or newsworthy. If you have covered these five components in your press release then you have most likely done your job properly and created a great “body” for your document.
The final portion of your press release should provide a summary of your news event along with some basic information about you or your company/product. Adding a link back to your website in another chiropractic marketing strategy that should not be forgotten. Always finish the press release by writing in the three ### symbols. This is the professionally recognized way of ending the press release. If you omit this step your document will probably be considered unprofessional and not reviewed.