Judy Viitanen was formerly head of PR at the
National Pharmacy Association. She is managing director of PRimage
Services Ltd, a specialist health care PR and integrated marketing
communications consultancy (tel: 01727 874137; website: www.primage.org)
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Judy Viitanen |
Good public relations encourages people to talk and think about your
business in a positive way, building your reputation, image and goodwill — all
important to successful pharmacy practice. PR should be a vital weapon
in your business armoury to enhance your commercial and professional
image, and so help to increase sales. It is also a cost-effective way
to get good publicity without advertising. And if there is a problem
facing your business it helps you deal with it effectively.
Making the most of local publicity and media opportunities is the starting
point to maximising your PR profile. Regional news media are highly influential.
Local newspapers look for local stories and health is a hot topic, so
the chances of getting a story about your pharmacy published are good,
providing you follow the right approach. Standard PR tools that will
help you tell your story include:
• Press release: a prepared statement of fact and comment, for example,
a pharmacy refit or new service.
• News feature: detailed information on a newsworthy topic, such as pharmacy
smoking cessation services.
• Picture story: a brief descriptive caption alongside a photograph,
for example a VIP visit to your pharmacy. A good photo adds visual appeal
to local media and can sometimes become the story.
• Letters to the editor: a reaction to news, editorial features, or letters
from other readers.
• Opinion articles and columns: the local press strive for a lively mix
of news and opinion. You could offer to write a regular health care feature
or advice column. By establishing yourself as an expert, able to advise
and comment on a range of health issues, you will develop strong working
relationships with your local media.
Media relations
Use an up-to-date media list. Details of local newspapers in your area
can be accessed at www.newspapersoc.org.uk and local radio station
contacts are available from www.radio-now.co.uk. Keep a record of local
media contacts and editorial deadlines. Telephone and introduce yourself
and get your name in their contacts book as a source of expert comment.
Keep a cuttings file of your press coverage.
Press releases can be sent by e-mail, post or fax, to the health correspondent
or the news desk. But do not badger them: if they want to cover your
story, or find out more, the will call you. If they ask for more details
co-operate and work to their timescales. They have deadlines and if you
jeopardise those deadlines, the will simply drop your story.
If your release is covered, well done! But do not be discouraged if your
release does not make it into print. Many factors beyond your control
influence the media’s decisions to cover a story. Persevere and
try again next time.
Press release ideas
All releases need a strong “hook” — an angle that will
appeal to editors and give your story a good chance of gaining coverage.
So, what makes a newsworthy pharmacy press release? For starters, exploit
your pharmacy’s natural PR opportunities, for example, the opening
of new premises or a pharmacy refit, or a milestone event. Have you received
an accolade or won an industry award? Do not forget one of your best
assets — your staff. Have any employees been recognised for outstanding
achievements?
Journalists love real-life stories so develop some anonymised patient
case histories. Examples that would resonate with the media include preventing
medication errors or interactions or managing a patient’s chronic
condition, with significant benefits.
Be involved in your community. Sponsor events and associate your pharmacy
with good causes. If public figures like the local MP or Mayor are involved,
your newsworthiness will increase. National pharmacy events, PCT initiatives,
or linking your pharmacy with health care awareness campaigns are ideal
for your press announcements. Monitor national health care news into
which you can hook.
Publicity ideas for local activity-based pharmacy PR include:
• Talking to local community groups or clubs
• Developing a pharmacy newsletter
• Joining a local business organisation — become a figurehead
• Organising competitions in co-operation with a local paper
• Networking — meeting and talking to local opinion-formers
Finally, the best PR is the recommendation of a satisfied customer,
so encourage loyal customers to spread the word.
With minimal financial outlay and a little hard graft and commitment,
you will achieve positive publicity for your pharmacy. So, develop media
contacts, communicate PR messages succinctly, build on your successes.
For more ambitious projects, consider employing a PR agency. Daily rates
range from £300 upwards
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The
Pharmaceutical Journal