How to become the media’s go-to doctor or business
Hey guys, Tom here.
I want to talk to you today, as I’m on the topic for this week on media and how you can become the go-to-doctor or business for the media in your niche.
Now before we get into it, if you want to see how you can apply this strategy and many other strategies to your business, we’re running an event, a one day event in May, so click on this link, if you want to know more about it, how you can grow your business and your exposure using this and many other techniques as well.
But let’s talk about the media.
Right? So you’ve probably seen that there are some doctors in the media who kind of the go-to people but that didn’t happen by accident. I can tell you that. Yes. They’re good at what they do but they didn’t get there by accident.
It was a strategic process that they followed that got themselves into the media.
And it’s one of the things that we teach our private clients and there’s a couple of techniques as to how to do that.
But the one I want to talk to you about today is using media releases or being the story.
So this either by joining a story that’s already happening or creating your own story around a particular topic. I’ll give you an example:
Sydney University at the medical school had some issues a couple of years ago, probably two or three years ago now, where they found out that there are were these cheating students.
The students were literally cheating through their second or third year and it was this big uproar, people were complaining and it was published in The Sydney Morning Herald and I saw it and coincidentally at the same time, I was actually doing a course on how to get into the media when this actually happened.
So I couldn’t miss it so I jumped on it and I saw the editor and I called up the paper by this stage but by this stage, it was already the weekend, so I called up the hotline, and I had to get their attention somehow.
So that’s the first thing, get the journalists attention. That’s step number one, get their attention.
So the way I did I said, I’m in an insider in the industry, a doctor with inside information on why this has happened.
And now they were like, holy crap. This sounds good and they put me through to the journalist who was writing it pretty much immediately so they took my number and then sent my details to her.
As you can imagine, it was in the circling in the media so she called me pretty much straight away, about 20 to 40 minutes later and so the second step to getting into the media is you need to sell your story and that’s the conversation that you have with the with the journalist, is selling your story and yourself to them.
And so for this particular incident, my whole angle was that my perspective on the problem was that the selection process for the students, from the beginning, was a problem, so that they way they were selecting the students, the actual application process, (because I run a GAMSAT preparation company, so we help people get into medical school, get through the GAMSAT, send the application person in the whole thing).
So that’s kind of my understanding, my experience and that was the angle that I took it with.
And I said, you know, the whole selection process is wrong. I’ve been involved in it for many years in a number of ways, and I can tell you that that’s one of the problems here is that the university, from my point of view is not selecting the students in the best way possible.
It needs to be refined and improved, like some of these other universities are doing.
And they’re like, do you want to use your name? And this is the sticky bit of it, right?
Because the question is, do you use your name or not? And the thing is, Yes, I did.
And I recommend you do because otherwise, you know, you’re not really in the media, you’re not using your name.
And if you’re worried about standing out, well, then why are you even trying to get into the media, you know, you’re going to be standing out.
And if you do that, so I was able to sell my point of view and the third component that talk about is the actual creating of the article.
Now in this situation, they didn’t write an article about me. I have had different circumstances with that have written articles about what we’ve been doing in our business. But in this circumstance, she kind of took the information I gave on the phone and she wrote it up and it came out in the Sun Herald, I think it was the Sunday paper.
My comments were in there, my name was in there, and it was all that.
And so this is a way that you can get yourself into the meeting that you have to this on a consistent basis, a one-off thing want to make, I mean, it made a difference to me because the people who were in those circles noticed, and it also gave me something to put on to our website, as you know, as featured in The Sydney Morning Herald and so forth.
But one of those incidents or one of those kind of exposures is not going to make for go to doctor, you need to do that on a consistent basis.
And you need to watch the media and see what’s happening. And you can comment on what’s happening or you can do a media release.
So sending your information out there to make a story, right, perhaps there’s something happening that you feel needs to be addressed in your industry, be it in medicine might be something else. Maybe you’ve got a non-clinical business and you feel that there’s something happening that needs to be addressed, maybe you’re working on something that you want to get it added to the media.
To give you an example, some of how students were running a humanitarian fundraising campaign with the aim of clothing 3000 Balinese school kids, which is a pretty big deal.
And so we thought, right, let’s get this out to the media and were able to get it to get into a bunch of publications and get a whole lot more donations for it.
So that is a fantastic strategy, one of many to get you into the media to become the go to doctor or the go to business person within your niche within your business.
And we do that because it gets you a lot of free publicity.
It builds your credibility and your authority in the field.
Now if you want to know more about how to do this, specifically, in your circumstances, how to use this and other strategies and techniques to grow your business.
Then we’re running a one-day event in Sydney in May.
And if you want to know more about it, click this link. It’s going to be a fantastic in person.
It’s going to be really interactive with a max of 20 people, so you get the most out of it.
By the end of it, you’ll be living with a plan as to how to go to the next level with your business.
So if you want to get more information about that, click the link around this video.
But otherwise, look at in the media for opportunities where you can get involved, and I’ll speak to you soon.