Interview with PSP Insider

I was recently interviewed by a magazine called PSP Insider. They asked various questions about being a PR Expert that I thought you might find of interest as follows:

What Techniques do you use to ”plant” stories in prestigious media outlets?
I have been involved in media relations for over 20 years. While I rely on our media contacts to help determine the validity of a story or pitch, I also keep a keen eye on the market and can generally assess trends before they happen. This keeps my firm on the cutting edge of news and has made us a direct and qualified resource to media across the nation and around the world

How do you come up with ideas for your marketing campaigns?
I treat each client as a completely individual business, not just another plastic surgery practice. Everyone has a story to tell, and it is up to my team to help a client determine what that story is. Some of our medical clients are involved in research or clinical studies and reach out to TPI because they are aware of the value of what they are doing. Others know they require PR and marketing assistance and need us to help them determine, set and reach their goals. We do this by reviewing all past marketing efforts, discussing goals and expectations, meeting with staff, and analyzing local demographics when necessary. This allows me to provide a critical review to the client so that my team and I can initiate a well-designed and thorough PR program.

What are some things that business owners should not do that would negatively affect their practice growth?
Do not become or remain stagnant in their approach to growth. Most small business owners spend more time working “in” the business (paying bills and dealing with staff and equipment issues), rather than working “on” the business (setting goals, creating market share, and developing ideas and alternate revenue sources). Another thing I see business owners doing is spending money on things that have a slow return on investment. For instance, buying paid television advertising rather than PR is often a waste of time and money. By the time a television commercial has been created and placed on the station during peak viewing hours, they may find that they have spent thousands of dollars (and hours) with little response. However, a PR Expert could have them placed on several top news programs in the same amount of time and with far greater consumer response.