6 Ways Media Interviews Will Help Your Practice

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.

1) Increasing awareness of your practice and services

“If you build it, they will come” doesn’t necessarily apply to opening a private practice. Most private practitioners initially struggle to get clients in the door of their practice because few people are aware of their business. Media interviews increase the exposure of your practice and allow you to get in front of more potential clients. Continued exposure makes it more likely that potential clients will remember your name and will eventually call you if they need help.

2) Opportunity for community service and education

Media interviews provide volunteer opportunities to educate your community, increase awareness about issues that matter to you and to them. In addition to making a living doing something I love, I want to make a difference for as many people as possible and media interviews allow me to make a positive impact for people well beyond the therapy office.

3) Engender public trust and increase credibility

Television stations, radio stations, newspapers, and websites spend a lot of time connecting with their readers and viewers and building their “brand”. When you are featured in the media you get to borrow their credibility and trust as they put you in front of their audience. Regular media appearances have allowed a large number of people to hear my therapeutic philosophy, and get a feel for my approach, and see me as a resource.

4) Helps transition you from provider to "expert"

Regular media appearances help position you us as more than a potential counseling or coaching provider. Interviews allow the general public to view you as an “expert” in your field or specialty area. The role of expert adds value to you and your services and makes it more likely that clients will pay out of pocket for your services.

5) Provides potential multiple income streams

Surprisingly, some media appearances have transitioned into additional income streams. I’ve been invited to be a regular contributor on television or a paid blogger. What could be better for your practice than getting paid to educate the public and create awareness of your practice?

6) Helps provide fresh consistent content for website, blog, and social media

Media interviews help provide new content for your practice website and provides helpful resources to your social media followers. Sharing video of on-camera interviews and links to print or web interviews extend your reach beyond your location driving more traffic to your website. More traffic to your practice website means more clients for you (assuming they like what the see on your website).

So, what are you waiting for? The next time you receive an email from a news or radio producer asking for your expertise, consider saying, "yes!"

5 Free Ways to Market Your Therapy Practice

Thanks to technology, there are many free ways to effectively market your private therapy practice. Since these free strategies do take time to implement, I suggest focusing on the ones that sound interesting, fun, fulfilling, and a little challenging so you get something back personally from your time investment. It can take some time until you actually see the benefits of your marketing in terms of clients coming to your practice. Part of effective marketing is simply raising awareness of your practice and your specialties, which will bring in clients over time.

After nearly 10 years in private practice, I've found that the most effective strategies for building your practice use what we already know as therapists about building relationships: building rapport, using your authentic self, starting where the "client" is, to name a few, and translating those skills into a new formats that reaches larger audiences.

Here are 5 ways to draw clients to your therapy practice:

1) Speak to your ideal clients

Once you've identified who you'd like to see in your private practice, ask yourself, "Where are my ideal clients gathering?" or "Where are groups who work with my ideal clients already gathering?" If your ideal clients are families with a young children with behavior problems, then you may want to focus on speaking to groups of parents or teachers in the schools, for example.  Or if you're wanting to focus on working with couples in crisis, then speaking to clergy who regularly meet with distressed couples, or speaking to local religious groups on marriage issues might be something to consider.

2) Blog on your niche

If you have a blog on your website, write weekly articles that speak to your ideals clients. Blog posts are generally 300-500 words, so keep it simple. Blogging once a week is enough to keep it fresh. If you don't have a website, or don't have a blog on your website, I suggest that you look into it. Blogs allow tagging and categories which make it search engine friendly to people who are searching for the information you're offering. Here's an example of blog integrated into a therapist site from my own private practice.

3) Target local social media

Social media is global but your practice is local. Talk with other local businesses and therapists on Twitter and Facebook by using the search boxes to find other pages in your city. For example, if your specialty is working with adults living with chronic pain or illness you may want to follow on Twitter or "like" the Facebook pages of local hospitals, newspapers, rehabilitation centers, chiropractors, and other related businesses and services.  The goal of social media is to communicate and interact, not just to inform, so share other local resources on your social media pages. Tag them on Facebook posts or mention them on Twitter status updates. Reciprocity is the key to effectively using social media to build your therapy practice.

4) Interview on local radio

Did you know that radio stations provide a certain number of public service hours each week?  Producers are often looking for helpful topics and interesting people to interview that will benefit their listeners. Call or email the top local radio stations in your area, ask for the producer of their public service show, and offer a couple of topics that are related to your basic message.

5) Write for local newspaper or magazine articles

Which magazines or newspapers are your potential clients reading on a regular basis? Do some research on the demographic of the periodical and contact the editor to offer your writing services. Always lead with information on how your article/column/expertise will serve their readers, not how you hope to get hundreds of clients by writing for them.  Since most news outlets and local magazines have websites, offering to blog for their site is a great idea, too. Fresh content is a valuable asset to websites so pitch with passion your area of expertise as a blog.

I'd love to hear back from you on how you implement any of these free marketing ideas. Please comment below and feel free to post links of your blog, news interviews, articles, etc. that might spring from reading this post.

photo credit: orensbruli (Esteban Martinena)