Turning an Award-Win into News Coverage: A Step-by-Step Guide for Therapists and Business Owners

You might have noticed recently that Axis Integrated Mental Health has been winning a lot of awards recently. In April, we won the Best of Mile High™ award for Mental Wellness. In June we were named a Colorado Company to Watch. In July, CBS came to our clinic and filmed an entire segment on Axis Integrated Mental Health which ran on July 4th. We have a few more award wins we could mention coming up in the fall but that's a story for another day.

Winning an award is an incredible achievement that can significantly boost your clinic's reputation and visibility. However, the key to maximizing this recognition lies in your ability to turn it into compelling news coverage that attracts potential patients and elevates your clinic's profile. Here's a secret I will share with you: you don't need a PR agency to get news coverage. Here’s a step-by-step guide on how to achieve this.

Step 1: Craft a Compelling Press Release

Your first move is to create a professional and engaging press release. Highlight the significance of the award, the criteria for winning, and what it means for your clinic and the community. Be sure to include quotes from key stakeholders, such as the clinic's founder or lead therapists, to add a personal touch.

Example: "We are indebted to our team and our patients, who have been our biggest supporters and advocates in building our clinic,” said Liesl Perez, Chief Marketing Officer of Axis Integrated Mental Health. “What is most remarkable is that it only takes one person to recover to give others hope, and we have now served thousands. As patients transform into advocates for mental health, they build momentum for entire communities to heal and continue our mission.”

Step 2: Identify and Contact Local Media Outlets

Focus on local news channels, newspapers, and radio stations. Compile a list of media contacts and tailor your pitch to each one, emphasizing the local relevance of your story. Local journalists are often keen on covering stories that highlight community achievements.

Tip: Personalize your emails. Mention any previous articles or segments they’ve done that relate to mental health or community achievements to show that you’ve done your homework.

Step 3: Leverage Social Media and Your Website

Share the news on your clinic’s social media channels and website. Use eye-catching graphics and engaging captions to draw attention. Encourage your followers to share the post, amplifying its reach.

Pro Tip: Tag the award organization and local media outlets in your posts to increase visibility. Also, don't forget to add this as an update to your google profile.

Step 4: Host a Community Event

Consider organizing an event to celebrate the award. This could be an open house at your clinic, a free workshop, or a community mental health day. Invite local media to cover the event, providing them with a ready-made story and photo opportunities.

Pro Tip: I'm inviting the media to cover the next Therapist Appreciation Night on September 20 and September 27. Don't forget to sign up. 

Step 5: Engage with Community Leaders

Reach out to local influencers, community leaders, and organizations. Share the news of your award and discuss potential collaborations or joint initiatives. Their endorsement can add credibility and expand your reach.

Step 6: Pitch a Follow-Up Story

After securing initial coverage, follow up with media outlets to pitch a more in-depth story. This could focus on the impact of your services, patient success stories, or new initiatives your clinic is launching post-award.

Results of Successful News Coverage

Our clinic's recent award win and subsequent media coverage led to remarkable results. For the first time, potential patients walked into our office to book appointments after seeing us featured on the local news. This direct response was unprecedented and highlighted the power of effective local marketing. Not only that, but we also boosted our SEO significantly and our referral traffic went through the roof. The backlinks from high-authority domains has made it easier to find us when patients search for mental health services on search engines.

The Importance of Local Marketing

While digital marketing has its place, focusing on local marketing is crucial for mental health clinics and therapists. Local news coverage establishes your clinic as a trusted community resource. Patients often prefer seeking care from a familiar, locally-recognized provider than a faceless, corporate entity.

Contributing to the Community

Being actively involved in your community not only enhances your clinic’s reputation and your ability to win awards but also fosters trust. Participate in local events, offer free mental health screenings, or sponsor community initiatives. For instance, did you you know that the Aurora Police Department is Hosting a Resource Fair? It's free to have a booth and meet other potential referral sources for your business. These actions demonstrate your commitment to the community's well-being and can lead to increased word-of-mouth referrals.

Conclusion

Turning an award win into news coverage is a powerful strategy for boosting your clinic’s visibility and attracting new patients. By following these steps and focusing on local marketing, you can leverage your achievements to make a lasting impact on your community and your clinic’s success.