Public relations is the practice of spreading information about your business to the public. It focuses on communicating your mission, knowledge, and expertise. Public relations differs from marketing in that PR centers on building awareness of your practice’s brand. Whereas marketing promotes your practice’s programs and services to prospective clients. The perfect combination of PR and marketing creates compelling campaigns and promotions that encourage new patients, increase physician referrals, and expand business partnerships.
Public relations for PT include:
Developing a practice mission. This should be 1-3 sentences that convey your point-of-view (POV) on physical therapy and how your practice approaches PT. Share your mission on your website, in printed materials, and in presentations. A good test of your PR and marketing is that each promotion and campaign should be able to relate back to at least one core component of your practice’s mission.
Building your brand involves increasing its recognition with key groups, such as physicians, medical offices and their staff, and community organizations. You want these individuals to immediately think of your practice when they think about PT.
Sharing practice news and updates. This is where PR and marketing can work together to attract new patients. The public relations efforts are directed towards writing press releases and copy for clinic news and updates. The marketing efforts are promoting this content in your monthly newsletter, on your website, and on social media.
Handling the tough stuff. Occasionally, your practice might make news and not for positive reasons. You need to use PR to influence the media and public’s impression of your practice towards a positive light. Developing media statements, handling inquiries, and ensuring a consistent response keeps your practice looking polished and professional.
Public relations takes your practice’s brand and shares it with the larger community—helping you be known as the PT experts who achieve great results for their patients. For help with your PR and marketing, call us today at 800-594-7656 or contact us online.