Are you hesitant to respond to media interviews? Performance anxiety, lack of training, or placing little value on media interviews as a strategy for practice building may be among your reasons for shying away. You may have heard that interviews don’t bring in an immediate influx of new referrals.
I have been actively seeking media interviews on a regular basis for the past five years and I’ve never had a huge increase in new referrals as a result. However, I have seen many long-term benefits of doing media interviews, that have built my practice over time. Here are 6 ways conventional media interviews have helped grow my private-pay practice.
What do you think of when you think of professional networking? Private practice therapists who I’ve worked with in business consultations usually consider networking to be meeting with other like-minded professionals for lunch or handing out business cards to physicians offices. While those are important ways to make connections that build your therapy practice, there are other ways to get the word to thousands and thousands of people in one shot, instead of just a few folks at a time. Rarely do therapists think of networking with producers, reporters and journalists.
Over the last few years I’ve focused on developing relationships with producers, journalists, and reporters in various media platforms. There are a few who now contact me for quotes when they need expert quotes or interviews. I’ve landed regular local TV, radio, and news interviews as well as interviews with top-tier publications and shows: Wall Street Journal, Fox News, Parenting, Woman’s Day, Women’s Health, and others. Here are some things I’ve learned about what works when building relationships with reporters, journalists and producers.
According to PCMag.com digital content creation is “The development of newsworthy, educational and entertainment material for distribution over the Internet or other electronic media.” It falls under the umbrella of content marketing which is a narrative form of sharing information that speaks to a potential client’s need while sharing who you are and the benefits of what you do. Content creation is a way of building trust online and with potential clients by being a valuable resource without asking for anything in return.
Consistently creating compelling and relevant content is the primary reason my private practice has continued to grow in spite of the economic downturn of recent years. Not only has my clinic grown, but since I started regularly blogging, writing, producing videos, and doing media interviews amazing opportunities have come my way. Publishing offers, national media interviews, conference invitations, consulting business, and over 25,000 social followers across multiple social networks are just a few of the incredible doors that have opened to me since I started focusing on content creation.
One of my favorite therapists to follow on Twitter is DeeAnna Nagel, co-founder of the Online Therapy Institute. She and co-founder Kate Anthony are well-known online therapy innovators and experts. A few months ago I was delighted when DeAnna invited to submit a feature article for their November Issue of TILT Magazine (Therapeutic Innovations In Light Of Technology) on the benefits of conventional media for practice building. Regular media interviews fave been a big factor in the continued growth of my practice Wasatch Family Therapy during an economic downturn. Here’s a snippet from the article…
Pick up Tuesday’s Wall Street Journal and check out the “Bonds” column by Elizabeth Bernstein, or read it online: Are We All Braggarts Now?
I’ve been invited to participate in a live chat because…well…not to brag or anything, but I’m quoted in the article (said with utmost humility). I’d love to hear your thoughts on the topic. How do you distinguish sharing good news with bragging? Why do some people come off as braggarts while others don’t?
DATE: Tuesday 8/14/12
TIME: 11:30AM ET / 10:30AM CT / 9:30 AM MT / 8 :30AM PT
PLACE: Here’s the chat link Bragging in the Facebook Age.
Last week I received an email from Anne Krueger, the Editorial Director at Sharecare, letting me know that my Sharecare guest post Empathy: The Secret Sauce To A Happy Marriage was being featured on Yahoo front page in the #1 slot!
By the end of last week my article was featured again on Yahoo! front page as “Popular This Week.” As of today, the article has had 6.8K Facebook shares and 468 retweets on Twitter. Yes, I am basking in the glow of guest post heaven.
I love sleep. I need sleep. Very few things can get me to happily wake up at 3:00am, especially on a Sunday morning. The only one I can think of right now is going to the hospital to have a baby. But last week, I added another reason I’d sacrifice my precious sleep—the invitation to interview live on the national Fox News Channel.
Last Wednesday I received an email from Fox and Friends Weekend inviting me to interview live on Sunday morning at 7:20am to give tips on how to stop whining. They’d seen my interview in The Wall Street Journal a week ago in the article “A Nation of Whining: Therapists Try Tough Love.” I called the show booker to discuss the interview details and confirm my availability.
I quickly realized that the 7:20am interview was Eastern Time, and would be 5:20am Mountain Time, and that I would need to arrive at 4:50am. That meant I’d need to leave my home at 4:15. So, I set my clock for 3:00am to give me plenty of time to get ready. Unfortunately, I didn’t get to fly to New York City for the interview, but I they did send a car to transport me to and from my house to a local studio in Salt Lake City.
What do you think of when you think of professional networking? Private practice therapists who I’ve worked with in business consultations usually consider networking to be meeting with other like-minded professionals for lunch or handing out business cards to physicians offices.
While those are important ways to make connections that build your therapy practice, there are other ways to get the word to thousands and thousands of people in one shot, instead of just a few folks at a time. Rarely do shrinks think of networking with reporters.
Over the last few years I’ve focused on responding to reporter queries seeking quotes from experts on a variety of mental or emotional health issues, and family relationship advice. There are a few who now contact me for quotes when they are pitching new articles or stories. I’ve had a great time corresponding with them by email or talking by phone.
This month I am thrilled to have quotes in:
Cosmopolitan Magazine (June 2012) article “Are we boring”
Wall Street Journal (today May 15, 2012) “For a nation of whiners, therapist try tough love” (with a photo included)
South By Southwest Festival is legendary in the music, film, and technology worlds. I’ve always wanted to go, but this year I’m actually going to make the trek to Austin, TX to present on an interactive health panel! PsychCentral’s CEO and founder Dr. John Grohol, a pioneer in online counseling, invited me to participate on a panel called “Online Therapy…Naked?”
Yes, you read that right…n a k e d. An unlicensed NY woman (with a BS in Psychology) and founder of “Naked Therapy” who claims to be providing “therapy” online to “patients” while getting naked (and aroused) will be on the panel. Also, weighing in on the discussion will be LICENSED professional counselor Audrey Jung, LPC who provides legitimate online counseling services.
I’ve been researching webinar platforms lately and trying to find the time and muster up the courage to host my first webinar. Until then, check out these excellent, and free website building and social media webinars. I’ve personally attended webinars from both presenters listed below so I can vouch for the quality and relevance of their presentations. Maybe one day you’ll sign up for one of my practice building webinars, but until then, put these on your calendar!
Social media marketing maven, Laura Roeder is offering a free Facebook webinar about the new Facebook changes, how to separate your personal and professional life on Facebook once and for all, and how to build your business (or your practice). I love Laura’s down-to-earth style and her gift for simplifying aspects of social media that overwhelm most people. She’s funny, practical, and endearing. Though this webinar is geared for any small business owner, and if you are in private practice you are a business owner.
Wednesday, January 11th at 1PM pst / 4PM est
Register by clicking here.