Boca Raton, FL (PRWEB) August 6, 2007
"Should doctors give away free medical procedures in exchange for publicity?" "Why are my competitors being quoted in the press and not me?" "Why do so many of my press releases never generate any media interest?"
After nearly a decade representing doctors in a wide range of medical disciplines, Diana Laverdure, vice president of Boca Raton, Florida-based Reeves Laverdure Public Relations, Inc. has heard just about every question a doctor can ask about publicity.
And with medical clients appearing in media ranging from CNN and Good Morning America to The Today Show, Telemundo, The New York Times, Newsweek and many more, Laverdure felt like she had enough information and knowledge to write a publicity manual just for doctors.
So she did just that. The result is "Operation Publicity: The Essential Guide for Doctors who Want to Maximize Publicity for their Practices, Procedures and Products."
"As more and more doctors turn away from advertising and toward publicity, there is increasing competition to capture the media's attention," says Laverdure. "'Operation Publicity' gives doctors the strategies and tools they need to make the media stand up and take notice. It goes far beyond the usual 'press releases' approach to publicity, giving in-depth, easy-to-follow strategies for generating an ongoing stream of meaningful, positive media coverage - both locally and nationally.
"'Operation Publicity' takes doctors through every critical aspect of the publicity process, from determining what is newsworthy about their practices to communicating story angles to the press to conducting winning media interviews and writing expert articles. By following the steps outlined in 'Operation Publicity', doctors in any medical discipline will have clear, easy-to-follow strategies to rise above the clutter and position themselves as a leading authority in their field."
Laverdure is also founder and president of PRoActive Publicity, Inc. (http://www.proactivepublicity.net), a new Internet-based company that provides information products and services to help entrepreneurs and small business owners boost their businesses with free media publicity. Laverdure suggests the following for doctors who want to immediately begin generating publicity:
1. Find your "Unique Selling Proposition." A unique selling proposition (USP) is that aspect of a business - or in the case of a doctor, a medical practice - that differentiates it in a positive way from other medical practices. These differentiating factors are what make the practice unique and compelling - and newsworthy.
2. Write articles to create instant credibility. Publishing articles in newspapers and magazines read by their prospective patients is a great way for doctors to create awareness and credibility with their target audience. Since articles are very educational in nature, they are also a perfect way to convey authority on a subject.
3. Get Internet savvy. From contributing articles to e-zines to blogging to YouTube to using press releases to maximize their rankings in the search engines, there are a wealth of strategies doctors can use to spread their name like wildfire in Cyberspace.
"Operation Publicity: The Essential Guide for Doctors who Want to Maximize Publicity for their Practices, Procedures and Products" by Diana Laverdure is available for $59 as an immediate PDF download at http://www.operationpublicity.com.