What Types of Press Releases Work for You?

There are 6 different types of press releases.

       1) General News

A general press release is by far the most common type of press release.  This is what first comes to mind when someone hears the words “press release”.  Typically this type includes news that must be announced to the media immediately.  The objective of this type is to generate interest, coverage and exposure for the company that decided to distribute the press release to begin with.

2) Launch

A launch press release is actually pretty similar to that of a general news release in terms of format, but its intent is much, much, much more specific.  A launch press release is a lot more urgent while its main purpose is to create a buzz regarding a specific revelation.  This includes announcing a new company, new medical practice, website or any sort of initiative.

        3) Product

A product press release often comes in a format that is a lot different from a general news release.  This is only because a product press release usually includes product specifications.  It can be used together with a launch release if the focus is launching a product.  A product press release is the type that would create and distribute if you intent to launch a new product.

        4)Executives or Staff Announcement

An executive or staff announcement release is what you would typically send out if there were staff changes to your medical practice or company.  This type of press release is different from a general news release in the sense that it can actually contain biographical data to support the other information.

        5) Expert Positioning

An expert positioning press release is a lot less urgent compared to a regular general news release.  Specifically, this type can actually focus on a company report and include statistics or results.  Also, it may contain news from other organizations.

        6) Event

An event press release has an even more different format than a general news release basically because it needs to be shown to members of the media and answer the questions of who, what, when, where and why.  Usually an event press release looks a lot like a list or outline instead of paragraphs.

So, in deciding which press release you should focus on, consider the purpose of it to you, your services and your medical practice.

Key Points for Press Releases

  • A press release is a short yet very compelling news story written by a public relations person and then sent to targeted members of the media.
  • Timeliness is the MOST important
  • The story needs to appeal to the intended audience
  • Make sure to find specific media and journalists that would be most interested in your story
  • A dateline is what contains the release date of the press release and mostly contains the originating city of the press release
  • The headline is the single most important line of text in the entire press release; it’s what catches people’s eye first and tells people exactly what the press release is about
  • Your headline should be very descriptive but not too long
  • An effective press release involves developing a story idea that’s unique, timely and newsworthy

Want the press release done for you?  We can get you started right away.  Call 516-647-3002 for details.

How to Market Your Medical Practice with Press Releases

A press release should be written in the third person.  Instead of using we, us and ours, use they, them and theirs.

It can be VERY useful to look at other doctors’ and hospitals’ press releases.  Take the time to look at the most viewed press releases, as they usually provide a lot of insight into how to write a well-organized and well-written press release.

Remember that the main goal of a press release is to spark the interest of a journalist or publication.  Keep the hype to a minimum.  Focus on facts.

Writing an effective press release really involves developing a story idea that’s not only unique but also timely and newsworthy.  Basically, a press release won’t spark any journalist’s interest unless it has to do with something truly original or is closely tied to current events.

Factors that make a story newsworthy


In order to make your story relevant and viewed, it must be newsworthy.  You can accomplish this by implementing the following.

  • Timeliness is the MOST important.  Without this, the story wouldn’t be called “news.”
  • Next is the importance of the people or organization that is featured in the story.
  • The story actually appeals to the intended audience and applies to human-interest in general. (These are stories that are usually very emotionally driven)
  • Find specific media personal and journalists that would be most interested in your story.  Usually journalist’s work covering a certain type of news is the one you want to reach out to.  So figure out what journalists would be willing to cover your story- otherwise you are most likely going to be ignored.

But I don’t know any journalists

No need to fret.  There are numerous ways to find the right journalist for your story.  The method you choose will depend on how many people you want to actually go about contacting.

If your story isn’t time sensitive and consists of mostly local interest, you could actually read the local papers while looking for reporters who write about similar topics.

If your story is of national or international interest, send the press release to as many media outlets and journalists as possible.  I know ghat’s common sense, but it has to be mentioned.

Believe it or not, there are paid press release services that actually broadcast different story ideas to hundreds if not thousands of journalists all at once.  You can write the release and submit it (many are online).  They take care of the distribution for you.

Keep in mind that journalists are human beings just like the rest of us and are more likely to look over a press release from a “friend” than from a complete stranger.  That’s why it is so important to create professional relationships with members of the media!


This stands for help a reporter out.  Remember, reporters need stories to write about.  It could be yours!  Find out what stories they are looking for and contact them to assist.  You could be their next “go-to” person or authority when they write health articles in your specialty.

Want it all done for you?  I would be happy to help.  Call 516-647-3002 and we can get you going!


8 Steps to a Successful Health Whitepaper


Thinking of writing a white paper or information guide and don’t know how to quite go about it?  There is a template that you can follow to make it easy to understand and have it well-received.


Structure your white paper in the following way:

1) Introduction

Present the problem that you want to highlight and the solution you have for this problem in the first 2-3 paragraphs

2) Drivers

Thrash out what is driving the market toward your solution and how people would be better off with the solution that you provide

3) Problems

Pinpoint 3-5 issues related to the problem that you have highlighted

4) Generic Solution:

Present the solution in a generic manner

5) Define-

Succinctly define the solution

Benefits- show how the benefits overcome the problems listed

6) What to look for:

List the considerations when looking for a solution and how to go about it.

7) Specific Solutions

Go through the advantages that your service provides

8) Call to Action:

Supply a logical next step such as contacting the office for an appointment or consultation and include the medical practice contact information. Not only should you list the office telephone number and address, but also include the hours that the office is open to ensure those following the call to action are successful in reaching your or your practice.

The purpose of the whitepaper is to be educational and informative. While the “short” whitepaper was 6-10 pages in the past, recent studies show that papers can be successful at 4-5 pages.

Place the title on your website, blog, press release or published article and have patients (and prospective patients) request it by giving their name and email address. This helps build your database while being informative.

For more helpful tips on writing white papers and content marketing for health, check out:


Get your copy at Amazon.com!

Need additional help?  Call 516-647-3002 and we can discuss your needs.

5 Tips for Medical Content Marketing on Social Media

 KIEV, UKRAINE - OKTOBER 03, 2015 Collection of inscriptions, symbols of popular social media Youhoo, Google, Instagram, Flickr, Linkedin, Facebook, Flickr, YouTube, Twitter, Pinterest and others printed on paper. Selective focus

Using social media is a great way to attract visitors to your website and convert them from prospective clients to bonafide patients who call to make appointments.

The thing is, you need a medical marketing strategy.  Otherwise you are peddling fast and getting nowhere. Creating and distributing relevant and valued content to attract, acquire and engage your target audience, is what we call Content Marketing and once you have created your content, it’s time to put it out onto social media.

Medical Content Marketing Strategy

  1. Add photos, video and web links to increase patient engagement
  2. Create relevant and interesting content in the form of blogs, podcasts, videos, webinars, published articles, quotes and breaking news- all things that can be easily shared.
  3. Include a call-to-action so that your viewers click on to your website or ask for that report that you are offering (and finding out who is interested in your services along with their email)
  4. Keep your information in line with your services and products to strengthen your brand and let your viewers (as well as search engines) know what you are all about.
  5. Keep your posts short, relevant, and easy to understand.  Here is not the place to use medical jargon that the viewer may not know.  Keep it interesting and presented in a way that everyone can understand.

Share your content to build your brand, attract viewers and increase social ranking. Social network algorithms determine what content will be displayed in users feed. Factors  in the analysis includes user preference and link credibility among many variables.

Remember, you are posting to social media with a purpose.  The goal is to drive traffic to your website, get email addresses,and prompt the viewer to contact you and the medical practice. When you share content from your  website you are trying to attract visitors to it.

When you share content from other websites or post guest blogs,  you will be providing value by sharing useful information. Provide a mix of external and internal unique content.  This decreases the demands to create content and still enhances your visibility.

Social media is a great way to encourage engagement which also increases your network metrics.  Engagement is an important factor in social network ranking allowing you to appear in more user newsfeed. Social media also enables your visibility to extend beyond the scope of your website and your practice to place you in a position of authority in your field.


Live video content is performing at a very high level (i.e. Twitter and Facebook) and the trend is expected to continue. Adding videos to your mix will increase the amount of views and shares.

Using your analytical tools, see what forms of content garner the most views, engagement and shares and continue to increase these.

Need help with your content creation?  No worries.  Call 516-647-3002 and we can discuss your needs.