By Gina M. Wesley, OD, MS, FAAO 
Go local! Appearances on your hometown television station plus quotes in newspapers or local magazines spotlight your expertise–and your practice’s place in the community.
As optometrists, we serve our communities–so make sure you’re visible in yours. You can have a high profile by courting your local television stations and making connections with local newspaper and magazine reporters. Let them know that the next time an eye health issue is covered, you would be happy to offer expert commentary. Here is how I cultivated relationships with local media and how that has led to regular appearances on NBC affiliate KARE 11 in Minneapolis, which is our nearby big city.
Gina Wesley, OD, MS, FAAO, of Complete Eye Care of Medina in Medina, Minn., discusses sports eyewear protection on Minneapolis NBC affiliate station KARE 11. Click HERE or the image above to view.
Little Cost; Indirect Benefit
There is little time involved in reaching out to local media. Often, an optometric society you belong to will have pre-prepared statements ready for release. These statements will cover topics such as sun protection, basic eye examination information, eye safety and the like. All you need do is reach out to a publication or local television station with this information as an idea for an article or show segment topic. They may want to interview you, have you write an article or a combination of both. The only cost at that point is your time.
Appearances on TV don’t directly bring many patients into my office, but replaying the clips on my web site and on the TV in my reception area help to educate patients. They also add to the wow experience in my office. Most importantly, making appearances on local television stations and in other local media lends you and your practice credibility because you become a trusted, familiar face. Potential patients are more likely to call a doctor they are already familiar with than one they never heard of before.
I did not retain a public relations firm, but my state optometric society has a PR firm to help with such issues. What really helped me was having a friend of a friend who worked in media and connected me to local producers.
Public Speaking Engagements Are Good Preparation
I was coached in public speaking in high school, but my regular public speaking to optometric professional groups is what most helped to prepare me for TV appearances. I always remind doctors that they participate in public education every day with their patients. When you make TV appearances, you’re just expanding your audience to give the same information.
Connect with Local Media: Action Plan
Reach out to community groups and schools. Local organizations such as the Lion’s Club and the Rotary Club often are looking for speakers on health-related subjects. Also, check in with the event planners at local schools who also frequently need speakers who can deliver educational programs on health topics.
Review editorial calendar of local publications. Magazines and many other publications have editorial calendars that list topics that will be covered in each issue. If there is a topic such as “Getting Ready for Summer,” “Sports Safety” or “Accessorizing for Fall,” contact the editors and pitch them with a related idea that you could write or be interviewed about. For example, you could easily discuss the importance of sun eyewear, sports safety eyeglasses or the latest optical fashions.
Contact media relations or public relations contacts of local television stations. On their web sites, television affiliates sometimes have media relations or public relations contacts listed. If you don’t see any media or PR contacts listed upfront, visit the press release archive–if the site has one–and see if a name and contact information is listed on the bottom of one of the releases. Introduce yourself and pitch a few topics such as eyewear fashions or the importance of caring for children’s eye health, which you could speak about.
Make the most of all media mentions or appearances. Once you nab a spot in a magazine or a few minutes on the air, make the most of it by posting an announcement and link to it on your web site and all your social media pages. Also, see if you can post the video directly on your practice web site. There is sometimes a charge from the television station for doing so, but it is worth it. —ROB Editors.
Latch Onto Public Awareness Campaign and Reach Out to Media
Before connecting with my friend, I made many attempts at trying to break into local media. My first several appearances featured my promotion ofInfantSEE, the public health program for babies’ eye exams through the American Optometric Association. From that point on, I was asked to be the regular eyecare expert on KARE 11.
I have also worked with local newspapers, but TV is my primary media outlet. I also do some public speaking for local groups such as the Lion’s Club and the Rotary Club that want eyecare education.
Mind Your Manners and Tailor Message to Media Outlet
Be sure to be well prepared, to thank the show’s host for having you on (or the publication’s reporter for interviewing you). Also, don’t try to promote any individual brand or your practice to excess. Consider what the TV station or media outlet wants to get out of your appearance, and tailor your appearance to meet that expectation. If you don’t know, ask.
Use Media Appearance in Marketing Materials
I post all television appearances to my web site, obtain the clip to run on an educational loop in my reception area, send an e-mail blast featuring the clip, and post it to my practice’s Facebook page. In addition, we Tweet about the appearances before and after they happen.
Keep the Media Ball Rolling
Media appearances tend to build momentum. Once a reporter or producer has your name listed as a reliable contact in their address book, you become a go-to source. It took me many attempts to get appearances on TV, but once I did, it spiraled into more appearances, and I’ve been able to build on it ever since.
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Gina M. Wesley, OD, MS, FAAO, is the owner of Complete Eye Care of Medina in Medina, Minn. To contact her: drwesley@cecofmedina.com.
