10 Ways To Become A Go-To Media Expert In Your Field

Want to tell thousands of people about your practice? Tips to landing regular media interviews.

What do you think of when you think of professional networking? Private practice therapists who I’ve worked with in business consultations usually consider networking to be meeting with other like-minded professionals for lunch or handing out business cards to physicians offices. While those are important ways to make connections that build your therapy practice, there are other ways to get the word to thousands and thousands of people in one shot, instead of just a few folks at a time.  Rarely do therapists think of networking with producers, reporters and journalists.

Over the last few years I’ve focused on developing relationships with producers, journalists, and reporters in various media platforms. There are a few who now contact me for quotes when they need expert quotes or interviews. I've landed regular local TV, radio, and news interviews as well as interviews with top-tier publications and shows: Wall Street Journal, Fox News, Parenting, Woman's Day, Women's Health, and others. Here are some things I’ve learned about what works when building relationships with reporters, journalists and producers.

1) Seek out opportunities

Keep an eye out for opportunities to interview with local and national reporters. Sign up for services that notify you of reporters looking for interviews, like Reporter Connection, ProfNet Connection, Expert Engine. Contact local radio, television, and newspaper companies and offer your expertise on newsworthy topics.

2) Know what’s ‘newsworthy’

When pitching stories or interview topics to local journalists and reporters it’s crucial to know what they’re looking for. Sorry, but the fact that you’re going into private practice specializing in family therapy is not newsworthy; however, news and other TV programs might be interested in getting your thoughts on a new study showing how cultivating self-compassion helps individuals manage divorce. I suggest getting into some “media-minded” habits:

• Watch national news headlines. Pitch a local spin on those stories to local TV producers.
• Suggest seasonal topics. Pitch interviews around managing holiday stress, or Halloween safety tips for children in October.
• New research is “news.” Keep an eye out for interesting research that’s relevant to your practice and offer to interview.

While what counts as newsworthy must be modified to your particular practice and community, MediaCollege.com generally defines a story as newsworthy if it has the following characteristics:

• Timing – News is all about stories that are current and new
• Significance – Something that affects large numbers of people
• Proximity – An event happening close to home
• Prominence – Involves someone famous or well-known
• Human Interest – Appeals to emotion, novel, off-beat, interesting

3) Know how to write a press release

When pitching to media you need to speak their language, which means learning how to write a press release.

• A press release needs to be in a specific press release format. Here’s an excellent example: EReleases.com.
• Read other releases. Here’s a release I helped one of my therapists at Wasatch Family Therapy, LLC write one recently based on her dissertation research: Mean Girls Get Married: Teens Don’t Always Grow Out of Mean Girl Behavior and End Up Using Emotional Manipulation On Spouse.
• Don’t send attachments. When you email a press release (or a pitch/proposal) to local news and TV producers, cut and paste it in the body of the email, do not send as an attachment (it’s one more thing that makes their job more difficult).

4) Respond to requests ASAP

I’ve come to realize that journalistic deadlines are incredibly tight, and the sooner I respond, the better. I’ve interviewed one afternoon for an E! Online article and it posted that same evening. When I get an email request for an interview I will respond right then on my smart phone with comments off the top of my head. I’ve been known to pull over on the side of the road while driving carpool to respond to an interview request. If a reporter or producer contacts you, respond immediately or the opportunity will pass you by. Decide ahead that you’ll say “yes” (and think about how you can make it a positive and confident “yes”).

5) Speak in layman's terms

Talking with the popular media is different than talking with colleagues. When speaking with therapists we can talk in short hand with acronyms like DBT, CBT and EFT; we know what transference and countertransference are, but most people don’t know and don’t care. In pitches and in correspondence always use layman’s terms that can be easily understood even if someone’s never taken Psychology 101.

6) Let your passion show

I think part of why I’ve been successful in getting quoted in national publications is because I show my passion for the work and for the topic of the story or article. Even in email correspondence, don’t be afraid to show your personality and to be approachable. I also openly share my gratitude for the interview opportunity and how much I enjoy media interviews.

7) Make your contact info easy to find

In all correspondence make sure that your name and credentials (the way you’d like them to appear if you’re quoted), your email address, and your cell phone number are easy to find in any correspondence or voicemail. Reporters don’t have time to hunt you down.

8) Know how to make their job easier

Reporters, producers, and journalists are extremely busy and always on multiple deadlines. They don’t have time to calm your anxiety or to walk you through the interview process.

• Send only relevant information. Highlight the most important information you’d like to talk about and a brief line or two about you and your practice or your “basic professional practice message” (see my elevator speech post). Through a brief stint as a producer and host of a local lifestyle TV show I learned what makes a good and a difficult interviewee. One of the hardest parts of screening potential guests was skimming through too much information hunting for the relevant points. You can always add more information as needed.
• Limit your correspondence. Respect the reporter’s, journalist’s or producer’s time. Though getting an interview might be a big deal for us as the therapist, it’s just one of many details they are trying to juggle.
• Know their demographics. Understand the demographic for a given newscast TV show, newspaper, or magazine so you can pitch relevant and helpful topics (have some “audience awareness”; if you don’t know the primary audience, ask).

9) Ask them to contact you again

At the end of each interview or correspondence, whether you interview or not, be sure to ask them to keep you in mind as a resource in the future and to keep your contact information should they need your expertise in the future. If you’re an easy expert to work with and you are eager to interview, my experience is that many journalists will take you up on your offer to interview again.

10) Be a resource

I’ve learned that offering myself as a resource is a great way to build bridges with the media. I often tell reporters, producers, and journalists contact me whenever they need someone to interview on a mental health or family relationship topic, and that if I can’t do it, or don’t feel qualified, I will find them someone who would do an excellent job.

Pin A Quote: My New Social Media Marketing 'Crush'

Pin A Quote is a quick and fun way to create a graphic out of your favorite quotes. It allows you to highlight any text and with the click of a button, turn it into a shareable graphic that is automatically links to the site where you found the text. Though it's designed to interface with Pinterest, you don't have to have a Pinterest account to use Pin A Quote.

Once you've selected the quote and created your graphic, Pin A Quote creates a custom URL for that specific quote that you can share on Facebook, Twitter, or other social media sites, and of course, Pinterest.

Here's a screenshot of what I'm talking about. I use Pin A Quote Pro because you can customize the fonts and colors for $1.99. Notice the link at the bottom is the page on my website. When people click on the graphic they'll be directed to that web page.

You may be wondering how this is relevant to your private practice. Good question. Important elements of marketing your private practice are:

1. Building a professional online presence
2. Presenting yourself as an expert in your specialty area
3. Attracting an online following that views you as a valuable resource
4. Creating links that direct more visitors to your website

Pin A Quote can help you accomplish all of these goals.

How To Use Pin A Quote

Here's a brief tutorial published by Pin A Quote on how to use the tool.

Using Pin A Quote To Build Your Practice

1) Share other's inspirational or helpful quotes

If you find an article that would be helpful to your followers, you can create a graphic and direct people to the article. Another idea is to quote your favorite psychology gurus and use it as an additional graphic in a blog post. Here's one of my favorites:

2) Quote yourself as an expert

Take a sentence from a professional presentation or blog post that you've presented and create a graphic of your own quotes. This helps build your identity as an expert and lets others share your wisdom.

3) Engage followers by sharing quotes on social media

Look back at the graphic at the top of this post. See the share buttons on the bottom? You can share quotes on Facebook, Twitter, StumbleUpon, etc. Here's an example of my Private Practice Toolbox board on Pinterest. You'll see that I've pinned many quotes using Pin A Quote.

Try it out and let me know what you think. Feel free to post links to quote graphics you create in the comments below.

Therapist Roll Call: Can We Peek Inside Your Office, Please?

The physical "space" you work  in says a lot about you. Does your office space appeal to your ideal client? Does it speak about your tastes and preferences? Would you be willing to give other shrinks a tour of your office? Why or why not? Every time a new client comes into my office they comment on my denim couch. It feels cozy and casual, which is how I want my clients to feel when they're in my office. The color scheme of the office decor coincides with our logo and website colors...and that's no accident.

I thought it would be fun to peek into the offices of private practitioners to share ideas and get inspiration. So, if you're willing to let the world (or the readers of this blog) see YOUR office space follow these simple step.

1. Take a brief video tour of your waiting area and office (2 minutes or less). You can do this with your iPhone or camera phone.
2. In the video please introduce yourself and tell us what you love about your office space.
3. Upload your video to your Youtube channel and set it as "unlisted." If you don't have a Youtube channel, it's time you set one up.
4. Title your video "Office Tour: [your practice name]"
5. Email me the video link here. Include in the email your name, location, practice name, website link.

I'll feature different office videos in upcoming blog posts with your practice name and website link (this is a free PR opp for your practice & a good excuse to set up a Youtube channel). You'll also be able to embed this video on your own website so potential clients can see inside your office before they meet with you.

Ready, set, go...

Here's a peek into my therapy office Wasatch Family Therapy. I hired a professional to shoot and edit this. Don't worry - your video doesn't have to have music and slick editing :)

photo credit: The Suss-Man (Mike)

8 Real World Marketing Strategies From Successful Therapists

Learning about marketing your private practice and actually doing it are very different things. I recently interviewed several successful private practice therapists about marketing strategies that have worked for them in the "real world".

My goal is to inspire you to effectively market your practice. You don't have to do all of these to build a successful practice. Just start with one that speaks to you and build from there.

1) Public Speaking

Public speaking not only educates your community, but also raises visibility and attracts clients to your private practice. "I did a lot of public speaking in neighborhood institutions - schools, churches, synagogues, hospitals to get my name recognized," says Dr. Roberta Temes of New York City. Parenting After Loss founder Amy Luster, M.A., LMFT also offers community presentations on on her specialty areas: infertility, high-risk pregnancy, and miscarriage patients as well as to the health-care providers that treat them as part of her marketing strategy.  Presentations on hypnotherapy have proven tan effective marketing tool for  Dr. Mary Sidhwani. "The community learns more about the effectiveness of hypnotherapy and also creates exposure for my practice and services," Sidhwani says.

2) Dynamic Website

Emma K. Viglucci, CFT, LMFT, CIT launched her practice website before most therapists had even considered it. "Marketing my website online has been the most effective marketing tool for me." Private practitioner Esther Kane, MSW of British Columbia agrees. An effective website has been the best way to market her practice and says it's an added benefit to be married to a website designer.

(Read 5 Common Website Mistakes And How To Fix Them)

3) Say "Yes" to Social Media

While some therapists are hesitant about using the social media to market their practice (and I'm not one of them), others are finding it to be an effective marketing tool. Viglucci says, "I've embraced this new aspect of online marketing at the beginning of this year, and was able to reduce my marketing budget by a 1/3 within 3 months." I echo her enthusiasm for using social media to build your practice. Facebook is the #2 traffic source to my private practice website Wasatch Family Therapy.

(Read Why Social Media Matters To Therapists)

4) Connect With Other Professionals

Professional networking is crucial for success in private practice, especially if you have a specific treatment niche. In addition to public speaking, Luster focuses her marketing efforts on building strong professional referral relationships with health care and childbirth providers, and parenting educators who work with her ideal clients.

Shannon Purtell, an anger management specialist finds that that getting involved in local professional organizations helps build her practice.

I found one of the best marketing strategies was to get involved with a local chapter of EAPA (Employee Assistance Professionals Association). I served on the board for 2 years as secretary and 2 years as president. These positions put me in regular contact with other mental health professionals, representatives from local and national EAP's, and marketing representatives from a variety of treatment centers. I was able to build professional relationships that have provided me with a steady referral base for years.

5) Everyday Life Networking

Networking as a marketing strategy need not be confined to other professionals. Therapist Diane Spear LCSW-R markets her New York City private practice by thinking about networking in everyday life.

The biggest thing has been learning to network in everyday life--there are millions of opportunities to mention what I do and that I'm expanding my practice, and educating friends and non-therapist professionals about how to refer their friend, colleague, or patient to me.

6) Word of Mouth

Sometimes just being an effective therapists has its own marketing benefits. There's nothing like the power of a strong recommendation from a friend or family member. Clients want to go to a therapist whom they can trust and they're more than willing to borrow that trust from someone else. "The best marketing strategy is word of mouth," says Dr. Eileen Kennedy-Moore. "Colleagues, pediatricians, and former clients who know me and know my work are my best referral sources!" Dr. John Duffy echoes the importance of word-of-mouth marketing. "Over the past several years now, the vast majority of my clients come from client and former client referrals."

7) Expert Media Appearances

Texas therapist Shannon Putrell, LPC recently had an amazing national TV appearance and additional visibility and credibility to her private practice.

I was contacted by a client that was participating in a reality program on MTV called True Life: I Need Anger Management. I worked with her and was featured in this episode of the series. The exposure that the program brought me helped to solidify my reputation in this niche, and increased my referrals to my program.

Regular local news, radio, and television appearances continue to help build my practice and provide a platform to educated thousands and thousands of people in one shot. As my clinic has grown, I've also trained therapists in how to pitch to the media. Watch some of our recent TV interviews here.

(Read more about building your practice through TV interviews)

 8) Write For Papers & Websites

Writing for local papers, websites, or blogs is a great way to familiarize your community with you and your specialty areas. Dr. Mary Sidhwani found that contributing articles to a small local paper increased her exposure and familiarized the community with her practice.

For a couple of years, I wrote for a local magazine, Wasatch Woman, who's readership closely matched my ideal client. Not only did it help get the word out about my practice, it added to my credibility and drew clients to my practice.

What marketing strategies have worked in your "real world" experiences? Please share your ideas below.

photo credit: Kevin M. Gill