Issue link: http://cp.revolio.com/i/142672
spread the word: massage and the media By Leslie Young Intimidated by the thought of introducing your practice and its offerings to the community? Don't be. The prerequisite for success in this area is something you're already ge Wheat Rid M a s s ag e Wellness good at: making one-on-one connections with people. Practitioners often expect themselves to be superhuman when it comes to public relations, but media types are simply looking for good stories. And the popularity of integrated therapies is familiar to even the most skeptical reporter. Who Whether you're in a small town or big city, there are a limited number of people who decide what stories make headlines. So start a list by media outlet, and get to know who's covering health-related beats. Oftentimes, for instance in a newspaper, there is more than one reporter assigned to health: perhaps one in features, one on the city desk, and one in the business department. Don't be shy. Network with the receptionist or do some research on media websites to learn who it is that's looking for your message, then give them a call, or send them an email. Tell them you're a healthcare practitioner with possible story ideas and ask them whether they prefer to receive information via email, fax, or snail mail. You Betty Doe m.com betty@wrw may find your best resource is a savvy clerk or receptionist. Get to know their names, specialties, and deadlines. Send them copies of your client newsletter to keep your name and expertise on their minds. What Now that you've established who your contacts are, make sure you have something worthwhile to tell them. The worst thing you can do is waste their time with a pithy release or an over exaggerated story pitch. The range of potential options is wide. Opening a new wellness center? That's a small business story. Getting a super response from your Facebook page? That's another business story. Hosting complimentary chair massages for your area firefighters? That's a local human interest 234 555-555-1 story. Going to Thailand to study massage? That's a feature story. The Public Relations Society of America estimates that 55–75 percent of all releases hit the trash, so try something different. People want compelling stories. Write them a letter that describes the nimble footwork of an ashiatsu practitioner in your wellness center or introduces an achy firefighter who'll take advantage of your free chair massages. Grab their attention and make them care in the same way you do—and be brief. Place a call or send an email to your contacts and ask them if they're interested in a specific topic. And, very important etiquette: make sure you only pitch the story to one media outlet at a time. If you can make a connection with one television reporter, great. Avoid simultaneously pitching the story to someone at another TV station.