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Is it looked down upon for medical professionals to
promote their practice or services? This question is
asked a great deal. The key here is the manner in which
the “promotion” is made. Media relations offers the
most discreet method of promoting oneself because
unlike an advertisement, it is not an overt
methodology. You have the ability to determine who
knows your method and who doesn’t. With a billboard,
everyone automatically knows you’re promoting yourself
and bases their opinion of you accordingly.
The difference between traditional
advertising and media relations
Advertising is a passive method of marketing your
expertise or service or product. You place an ad and
there it sits, while you sit, hoping it will connect in
some meaningful way with the people that come into
contact with it. When you place an ad, you’re basically
saying, “Here’s a list of criteria that you must meet
in order to take advantage of our expertise and
services.” Not a very cordial way to try to find new
business, is it? With media relations, you are
positioned as an expert in your field through the
inherent legitimizing force of the press. You give the
public the information they need in a way and in the
place they can use it to avail themselves of what you
have to offer.
An
additional element that media relations offers is the
ability to replicate itself without additional cost.
When’s the last time you had an advertiser call your
office to request permission to run your ad in their
publication or on their station for free because they
saw it somewhere else and liked it? Never. That’s why
media relations is so much more cost-effective than
advertising.
Benefits of media coverage versus
traditional advertising
The value that a media campaign can add to your goals
is second to none. Being seen in legitimate press
outlets you gain the inherent legitimacy and prestige
of being ‘the’ expert in your specialty. You get the
biggest bang for your buck because the vast majority of
people get their news from these outlets. Also, with a
media relations campaign you have the ability to adjust
to breaking news, sudden shifts, and trends in your
market that directly correlate to your experience
instantaneously, which is something that traditional
advertising cannot do. Holmes World Media constantly
monitors your campaign to see where adjustments may
need to be made to provide you with the highest level
of service possible.
Choosing
a campaign that's right for you
Each business partner’s experience expertise is
carefully scrutinized to determine what the most
appropriate shape of the campaign should be. We look at
the function of the organization and compare that to
your goals, and then formulate a fully customized
campaign to suite your needs.
CONTACT US FOR MORE
INFORMATION ABOUT OUR MEDIA AND PUBLIC RELATIONS
SERVICES
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