In an industry like aging care, consumers typically don’t give a thought to such a service until the need arises – and when it does, it’s often a crisis situation that leaves them feeling overwhelmed and unsure where to turn. Trust is paramount, and most effectively gained through third party endorsement: referrals from friends and family, online reviews, and something many agencies don’t consider: public relations.
So, what exactly is PR – and how can your agency tap into it? Perhaps you’ve heard the saying, “Advertising you pay for – publicity you pray for.” The Public Relations Society of America (PRSA) defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” While marketing and advertising should certainly hold a prominent place in your overall strategy, earning media attention through PR lends credibility to and emphasizes the accomplishments of your agency.
There are three key steps to garnering media attention for your agency:
- Craft your story. Think through recent accomplishments your agency has achieved: awards won, new, innovative services offered, company expansion, etc. It’s then essential to write your story in an engaging, professional manner that draws the attention of consumers, and then presenting to the appropriate outlets for potential press.
- Share your expertise. Find opportunities to speak in your community on topics for which your agency is an expert: Alzheimer’s or Parkinson’s care tips, preventing falls in the home, engaging activities for older adults, etc. Or host lunch-and-learns, offering CEUs for care professionals. Provide helpful, educational handouts to showcase your agency as the go-to resource and to ensure you remain top of mind when a care need presents.
- Sell your services. As consumers and referral sources gain recognition and trust in your agency through PR efforts such as these, make sure your agency is fully equipped to turn inquiries into sales with a comprehensive sales plan that includes all staff – particularly anyone and everyone who answers the phone.
To help you get started on how to market home care through PR, we’re offering a free downloadable PR tips sheet to help you better understand what makes a good story, and how to craft that story into a press release that will gain the attention your agency deserves.
Contact corecubed for help in how to market home care in a variety of ways : writing content, distributing press releases, providing a library of educational presentations and handouts that are branded to your agency, professional home care sales coaching, and much more. Call us at 800.370.6580, x1, to find out how we can make your agency shine or to provide create recruiting ideas to build your caregiving staff!