Approaching the media
Your OAW kit contains several press releases that you can use to contact your local media. These
press releases should be changed to include your name and clinic logo and details. You can also add
extra quotes or information that is relevant to your local area. The quotes we have added are
examples or suggestions, but you are best placed to say what you consider is clinically relevant.
Remember; however, that, media comment is considered advertising and the claims must be
verifiable!
Each release has highlighted sections for you to attribute quotes (they currently say “Dr Firstname
Surname, of clinic/area”). In these areas you should put your name and the name of your clinic or
local area. There are also marked sections at the top where you can place your clinic logo and a
section at the end of the release for you to enter your contact details.
Local newspapers
Local or community newspapers are a great place to send a press release and gain some media
attention.
Before you send any information through to your local paper, check the front page or inside cover of
the paper and find the name of the News Editor and their contact details.
Telephone the editor and let them know that Osteopathy Awareness Week is on the week
commencing April 13, and would they please consider an article from you regarding osteopathy and
the local community.
Talk to them well in advance so they can plan their printing schedule, we suggest doing it weeks in
advance, not days. Most papers will consider all offers so your key is to make it relevant and
interesting for the local community. Choose to focus on children, the elderly, women during
pregnancy, sport or any other topic that is of interest to your area.
Send out your media release or article and any photos as soon as you can. Many journalists will not
accept attachments in emails, so when sending information make sure it is in the body of the email.
Ensure you follow up the next week to see if they have received it and use the telephone
conversation to offer the journalist the opportunity to come down to your clinic and experience firsthand what osteopathy is and provide a free assessment.
Consider sending some background literature such as the AOA brochures and a clinic profile. Always
include your name and address details of your clinic with a contact telephone number at the end of
all correspondence so the journalist can contact you for further information.
If you’re successful contacting a local newspaper, consider offering to do a regular column or Q&A
about healthcare. This will help fill column space as well as promote you and your clinic.
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Local radio
Interviews on local radio stations are another great way to reach a broad audience in your local area.
It sounds challenging, but if you prepare a series of six or seven questions for the radio presenter
and have drafted some answers, you will be able to control the flow of the interview.
Questions such as:
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What is osteopathy?
Who would go and see an osteopath?
Is osteopathy only for your back?
Is osteopathy covered by Health Funds?
What types of training do osteopaths undertake?
Where else is osteopathy practised besides Australia?
These questions flow and will give you plenty of opportunity to expand on the philosophy of
osteopathy. You can also talk about the types of conditions osteopaths treat, where osteopathy fits
in the health care system, the availability of undergraduate education and the intense study,
registration by the relevant state health departments and the global presence of osteopaths.
You can probably add more to this if you wish, but remember, airtime is precious. If you can get five
minutes you are a hero! Remember that radio comments are considered advertising and the claims
must be verifiable!
Being interviewed is harder than you think! Make sure you are well prepared and have considered
potential answers before approaching the radio station.
Consider what you will do if you are asked an unexpected and difficult or contentious question.
Questions that may be asked include:
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Is osteopathy dangerous?
Isn’t osteopathy the same as chiropractic?
Doesn’t osteopathy lack evidence?
When you initially call the station, ask who you should approach to invite yourself to be interviewed.
As with a local newspaper, the key is to link your interview to the local community and how it will
benefit them. Think about why you should be on air and what the interviewer will gain from it. You
may need to fax or email through a press release.
Good luck!
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