Category Archives: Media Relations

Small Business (SMB) Marketing Advice During COVID-19

By Stephanie Duncan, President, MPW Communications, Inc.

Last week, we shared specific, proactive marketing and public relations recommendations to our clients during the coronavius pandemic.

Everyone around the globe struggling to manage their businesses in these uncharted waters; one of our responsibilities is to help clients take action in ways that will not alienate customers but will bolster the value of their brands.

Other small business owners have asked us to share this information, which we are happy to share below for any small or mid-size business owner struggling to find a new path during this difficult time.

Since the onset of the crisis, MPW has participated in every COVID (CV) crisis management communication available.

Since 2013, MPW Communications has also subscribed to a membership-only PR think tank that leads the world in PR messaging.

After a 2-hour webinar with them today, I would like to (briefly) share brief snippets of their recommendations as this crisis progresses.

While some items may not apply directly to your brand, we hope it offers some insight into the evolving picture right now:

Marketing

* Until new CV cases in the US begin to decrease, there should be no self-promotion of any product/services. (As of today, they are escalating in every market.

When the curve begins to flatten, it is anticipated that the curve will trend upward again before a significant decrease begins.)

* The focus now is helping people for the greater good through the use of your product or service, at no charge, when feasible.

“Stand up now, so you will stand out when the crisis is over.”

* Communicate with helpful content related to CV, when possible or appropriate, on a continuous cycle. If not, share how your organization is contributing to help others directly affected by the crisis.

“Don’t retreat, reach out.”

PR/Media Relations

  • While you assume every journalist is writing about CV, there are many journalists looking for media that is not CV related–people need a break from the crisis.
  • There are stories to be placed.
  • Use caution in taking on thought leadership commentary on CV if this subject matter falls outside the parameters of your field of expertise.
  • Expand your thought leadership in your area of expertise. People are online now more than any time in recent history.
  • Developing online education resources about your expertise is in strong demand and will become ‘the new normal’ after the crisis.

Trends

People will soon tire of N and N (Netflix and newswires). They will hunger for learning about a topic that interests them or even taking steps to change their lives. Therefore, content will be king across all avenues.

“Don’t wait, create.”

Content Creation

Expand your thought leadership–
Reach out via blogs, eblasts, social media. Your outreach will be received at a higher level than at any time since 9/11.
At MPW, we are here to assist you in any way, even if it extends outside the parameters of our client agreement.
In addition, we thank you for your patience during times when we could not respond immediately.
As we move forward to the end of this challenge, we will continue to keep you updated with suggested CV marketing guidance.

“In the face of adversity comes opportunity.”

MPW Places Client on CBS 2 New York

September 14, 2018

One of the strategies we utilize is helping to share good deeds performed by our clients with New York and New Jersey media outlets.

While we are not directly marketing the services or products of our clients, we are telling a story about their values and the caliber of their brand.

Yesterday, CBS 2 in New York featured a community service project sponsored by our client, a senior living retirement community here in New Jersey.

Our client wa thrilled with the 2-minute feature piece–as well as the added commentary at the end of the piece by senior news anchors Maurice Dubois and Kristine Johnson:

Healthcare Client Placement in NJ Monthly Magazine

November 17, 2017

NJ Monthly’s biggest issue of the year is the November “Top Docs” issue.

This year’s top-selling issue is an extended article about opioid-free pain treatment options in the NJ-metro area, “As Addiction Rises, Doctors Seek Pain-Relieving Alternatives to Opioids.”

We were pleased to place our Bergen County chiropractic and pain management doctor in this article, which has generated nationwide attention for its focus on non-invasive pain treatment alternatives which have no patient side effects.

Most importantly, patients are consistently reporting reduced or even an elimination of pain after therapy.

Congratulations to our client for boldly pushing forward alternative solutions to severe chronic pain.


If you healthcare practice or small business is also doing great things–and nobody knows about it–let us reach out to local, regional and national media to share your story.

Call MPW, located in Monmouth County, at 732-763-1866.

 

Older Seniors Still Turn to Print for Their News

July 19, 2017A longtime client, a retirement community affiliated with a regional hospital in Freehold, is home to older seniors who are increasingly open to using electronic media for their news.

But they are still going to read a print newspaper first.

And who could blame them?

(Some of us here at MPW still prefer to work on desktop computers, much to the chagrin of those half our age…)

To reach future residents, and let them know what a wonderful place Applewood is, we often pitch great editorial stories to print journalists first.

Today, the Newspaper Media Group (The?News Transcript in our geo area) published a full-color, oversized image with caption and an article (created by us) about our client’s volunteer efforts.

Not only does the article herald the residents‘ volunteer efforts, it conveys to the reader what a great place Applewood must be.

Coverage like this?(and this in the Asbury Park Press) trumps an advertisement any day, trust us.

How do you target your future customers

When you think about your brand, how are you reaching future clients and customers?

Do you have the expertise to present your products or services in a way that they will not feel like they’re being ‘sold?’

If you are befuddled by how to cost effectively reach more customers, we can help.

Reach out to us at info@www.wshgsh.cn or call our team at (732) 763-1866.

 

New Jersey Doctors: Can New Patients Find You?

May 3, 2017

You can be the best doctor in the world, but if no one knows you are out there, how can you help them?

MPW specializes in reaching new patients for your medical specialty, so you can spend your time practicing medicine.

Call us to talk about your New Jersey medical practice needs at 732-617-9296.

Senior Living Community Client in NJ Featured on News 12

November 2016

When seniors (or their children) are seeking retirement community living, they are not just looking for a roof over their heads, they are looking for an inspired, lively environment where the resident will thrive.

Our retirement community client, located in Freehold, Monmouth County, accomplishes this goal like no other continuing care retirement community (CCRC) that we have ever seen.

We placed the executive director and a resident on News 12 to talk about their brand’s unique selling points (USPs) and why senior viewers should be flocking to their comprehensive lifestyle program at this flourishing senior living community.

It was a five-minute designated segment devoted entirely to their community’s merits. The segment featured the director’s expertise and the resident’s (the customer’s) obvious satisfaction with the product/service she had purchased.

Can we help you promote your business to customers here in New Jersey? Call us at (732) 763-1866 to talk about your brand’s business goals.

We’ll take the lead and make it happen, sooner than you expect.

 

 

 

 

Our doctor client is now a contributing writer for the Asbury Park Press

November 10, 2015

app logo_plainIn central New Jersey, the daily publication everyone reads first is the Asbury Park Press, a Gannett newspaper. Their reporting is accurate, creative, forthright and educational.

On Tuesdays, they publish an in-depth health feature section called “Healthy Living.”

In partnership with the doctor, we created a proposal for the APP editorial team where our?physician client?would contribute his medical expertise as a featured writer for the section and, in turn, garner exposure for his medical practice.

The editors approval the plan and the client’s first article (supported by our research, content suggestions and editing) appears today:


“Manage your weight loss, look your best by the holidays”


Note our client’s calling card–his practice name, phone number and live link to his website–are all included at the end of the article Dr. Adeyeri's APP Bio_2015in his bio. This makes it easy for thousands of readers (online and print) to contact him for an appointment and more information.

physician internet marketing, doctor office marketing nj, private practice social media management nj

Are you publishing your expertise on today’s news blogs?

June 16, 2015

How are New Jersey customers, clients, and patients finding you beyond word-of-mouth and traditional advertising?

blog signMy, how times are changing in the public relations arena. Digital technology has evolved to empower us to seek out a multitude of Internet relationships and publish our client’s news directly on their sites–no groveling to editors needed.

In fact, overworked, besieged editors welcome our ready-to-publish article submissions featuring our client’s expertise!?No longer reliant solely on journalists to tell our clients’ stories, we can circulate our own news, thank you very much.

Did we mention that editors readily accept this content, publish your news, including your name, business name, phone number and website link?

Some call this free advertising. We call it cost-effective MPW advertising.

Just take a look at the media sites listed on the banners on the left of our website?about 65% of them resulted from us creating content about our clients’ areas of expertise and offering it to topic-relevant websites or news sources ready to upload for their thousands of readers to enjoy.

Create one original article about a facet of your specialty and look at the remarkable distance this single effort can run?http://www.wshgsh.cn/2014/03/03/writing-one-article-in-your-specialty-can-reach-thousands-of-potential-clients/

Content, in all its manifestations, is the driving force behind our new way of generating awareness and offering news to the public.

Blogs, reallyblog

Bloggers are every bit as valuable as traditional journalists, and in many cases, they have broader and more specific reach–right to your target customer.

No longer a generation of diarists, bloggers are the new journalists, armed with press passes and thousands of fans and followers–who eagerly go on to “share” ?or “retweet” your content with their networks—and so on…

But, like all things in life, you have to be in it to win it.

Images courtesy of Stuart Miles and Renjith Krishnan at FreeDigitalPhotos.net.

Stephanie Duncan’s Huffington Post article tells how to find the right surgeon for you

Huffington PostNone of us wants to face surgery. But if you are blessed with the time to pick and choose your surgeon before your operation, MPW Communications founder Stephanie Duncan has a new article today on Huffington Post?offering expert-provided advise on how to pick a doctor that is right for your operation.

Surgery imageStephanie partnered with CentraState Medical Center in Freehold and their chief of surgery, Dr. Amit Kharod, who offered advise from his unique point of view.

Facing the knife? Read this and rest a bit easier, knowing you have a doctor in your corner who will get you back on your feet quickly and with the least amount of pain possible.

Targeting a tight geographic market in New Jersey?

bllom-logoOne of our favorite newer small business clients, BLOOM Floral and Events, is working hard to bring in local brides, corporate meeting planners and people seeking florists and decorators for special occasions — birthdays, bar mitzvahs and retirement events. Their target market is Monmouth County.

We were hapapp logo_plainpy to win this terrific New Jersey florist a key?public relations placement, ?a?Q & A feature ?in the Asbury Park Press daily newspaper?that covers Monmouth County and Ocean County here in central New Jersey. ?In print, the article ?and oversized image spans nearly 50% of the page 1 section, no less, (virtually unheard of in this print media age).

The Bottom Line:

  • Est. cost of 1/2 page ad: ?About $3,500 for a half page ad
  • Actual?dollar cost to the client for PR placement:?$0
  • MPW client level of happiness:? Very, very high

http://www.app.com/story/money/business/questions-and-answers/2014/07/14/bloom-floral/12295173/