Tag Archives: dentist press release

Dentist Press Release Part Two: How to Write a Press Release

October 28, 2010 5:41 pm Leave a Comment

Some of the most common mistakes I see in dental press releases are:

  1. The subject isn’t news, or it’s news that’s not interesting to anyone but the staff.
  2. The formatting is wrong – which means it doesn’t look professional.
  3. The copy is too long. It doesn’t fit on one page.
  4. There isn’t proper contact information for the practice.
  5. No hook is used to capture a reader’s attention in the beginning.
  6. Headings aren’t given enough thought.
  7. The press releases aren’t used to the fullest (print and web).

Since today’s blog is about writing a press, let’s focus on subject, formatting, and headings.

Subject
What is newsworthy in a dentist’s office? New technology, a new hire, a new address (expansion or move), the doctor’s latest certification, community involvement, donated services, or a new website are all good topics. The trick is, you have to make the news interesting. For instance, a press release about a dentist’s new website kind of seems like self-promotion. Yes, press releases are about promotion, but they should not be self-serving. In fact, editors will laugh and throw your press release into file 13 if it’s obviously self-serving – and these people need news to publish! So how do you turn a press release about your new website into news that people care about? Consider the benefit to the public. What does your website bring to the public? A blog that features the latest oral health information for families in your city. Bang. Newsworthy!

Formatting
You can use an MS Office template for formatting a press release. Try this one. It’s basic, but good. The only thing it’s missing is the ###, centered, at the end. (It’s kind of old school, but some people still use it.) These three symbols in a row show that a press release has ended. Keep your press release to one page. Using bullet points, quotes, and subheadings is good for keeping the reader’s attention.

Headings & Contact Info
Notice, on the sample press release at MS Office, there are two headings. The first heading is the meat, then the second is like the side dish. Keep headings to one line if possible.  Either on the top of the page or after the body text, but before the end, insert your name, practice name, phone, email, and website as the press release contact.

As always, if you have questions, post them here and I’ll respond, or you can call Jill at 972-781-8861. If you prefer email, complete the email contact form on the Modern Dental Practice Marketing blog site.

Filed Under: Promotional Copywriting Tagged With: , , , , , , , , , ,

Dentist Press Release Part One: Why Dentists Should Consider a Press Release

October 25, 2010 9:29 pm 1 Comment

A press release is an announcement that alerts the media of news. Traditionally, press releases were submitted to newspapers, and an editor determined whether to run the release. Today, however, press releases are also important, valuable tools for online marketing, even for dentists. Your release will be subject to review, but it will probably be approved for publication if it’s well written and newsworthy.

  • A press release is one of the best ways to kick off an Internet marketing campaign or contest
    At least temporarily, a press release accepted by two or three Internet press release companies can get your site a nice, high rank. Press releases (like blogs, but more so) are considered news by Google and other search engines. The backlinks to your website in the release are good for your site’s rankings more long term.
  • It’s also great way to get free advertising in your local paper
    A press release about your new website, an event you’re hosting, or a charitable event your office participated in can be a wonderful way to get your dental practice into the local news. Most newspapers have a website, as well, so the hyperlinks from the newspaper’s website to your site will be great for your SEO. To submit a press release to your local news, simply call the editor and ask how to submit. You’ll probably need to email or fax the release. Be sure to include the editor’s  name in your correspondence so that it gets into the right hands.
  • Press releases are good for blog posts and the news page of your website
    Press releases are often posted on multiple websites by more than one press engine. This means that the duplicate copy rule (Google hates the same content posted in more than one location on the web) does not apply. So use the press release as often as you like. Put it on your blog as a post after it goes out in your paper and on the press engines. Also include it on your news page as an archive.

Keep in mind, your press release must be formatted correctly, and the information in it has to be newsworthy. If you don’t follow these guidelines, you probably won’t have much success.

Over the next week, you can learn more about creating and promoting press releases for your dental practice. Just stay tuned to the Words for Dentists site for these upcoming blogs:

  • Dentist Press Release Part Two: How to Write a Dentist’s Press Release
  • Dentist Press Release Part Three: How to Title a Dental Office Press Release
  • Dentist Press Release Part Four: How Dentists Can Use Press Releases Online

And remember, if you don’t have the time or resources to write your own press release, the Modern Dental Practice Marketing dental copywriters will be happy to help. Just call us at 972-781-8861.

Filed Under: Social Media & Blogs Tagged With: , , , ,