VNN Media Insider
December 16th, 2010 |
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| Dear VNN Member: |
 Is it getting hard for you and your staff to keep up with all of the changes happening in social media? Did the recent Faceboook changes confuse you? Is Twitter still a foreign language to you? Well, the good news is that you have a team working for YOU to figure all of this out. Both Dr. Jim and I continue to sort through the alterations, the website changes and the new functionality so that you don't have to. You know that social media has changed the playing field, but we don't want YOU worrying about it. Let us help you get started, keep you updated with animal related topics and monitor how this "new" media can change, literally overnight! REMINDER: VNN is moving to become a member supported organization. What this means to you was recently outlined in mail sent to your practice or place of business. In addition, you can read about the changes at MyVNN.com. While you can rewew your membership at any time, we are offering an early bird discount to those folks who renew before Dec 31st. And, as always, you can contact either Dr. Jim or myself if you have questions.
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| ASVJ News |
Congratulations to Dr. Craig Prior from Brentwood, TN. He is the newest member of the American Society of Veterinary Journalists. If you have not seen Dr. Prior's media work, you can see some of his videos here. Note...you do need to be a registered member of PetDocsOnCall.com to see the videos.We will post his Fox and Friends interview on our ASVJ Facebook page soon.
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| Animals in the News | |
Of course, you are probably getting inundated with literally dozens, if not hundreds of news stories, blogs and articles on holiday pet safety and cold weather protection for pets. And, for another 3 weeks, it will continue! If you haven't already done so, get out there, contact any media folks you know in your community and see what you can do about landing a media gig. Do it right and they will ask you back after the New Year!
One of the most controversial stories to hit this season is what Michael Vick is now saying. He has been quoted as saying that "another dog would be a big step in his rehabilitation process". And, his partners at HSUS think the same way. Their statement reads that "...Vick could potentially be a good pet owner." THIS IS A GREAT BLOG POSTING FOR YOU!! Take a look at the article I linked and form your opinion....does he deserve a second chance or not? Simply posting your opinion in a blog will attract a lot of attention. AND...if you play it right and develop an online relationship with people who leave comments...you could gain a wider audience AND some potential new clients. Need some more information? Here's a news report describing the increase in dog-fighting since Vick's arrival.
And your passion doesn't have to be about controversial topics. Look at VNN member, Dr. Justine Lee and her blog about being a smart veterinary consumer or how Dr. Patrick Mahaney used a personal experience at a dog park to warn other pet owners. There has NEVER been a better time for you to take a chance and start using media to your advantage! Remember...you don't need the permission of a news director or editor anymore...use social media to get your thoughts and opinions out to people who want to hear them! |
| Don't Forget Traditional Media! |
 I have spent a lot of the last two years shouting about social media, its benefits, its limitations and its uses. BUT...we don't want you to forget about traditional media and the power it has to help bring notice to your practice.
Within MyVNN.com is a whole library of Media Training articles for your review. From How to Approach TV Producers to Writing Dynamite Press Releases, there is information here for any form of traditional media. Also included is a powerful article on How to Handle Crisis Communications.
Why is this important at this time?
Well, I know that many of you have planned Open Houses or holiday gatherings for clients as a means of sharing some holiday cheer. But, did you remember to send out a press release to your local news outlets? Were you able to entice local media to show an interest in what you and your business are doing?
Sending out powerful press releases or timely news items can not only show your media contacts how savvy you are, but it can also generate interest in using you as "the local expert" for all things animal related. And, in case you didn't know, Dr. Jim and I are happy to review your announcements, make suggested edits and help you garner more attention for your event.
Looking forward, almost every veterinary practice gets involved with Pet Dental Health month in February and many big spay/neuter programs are being promoted at this time of year too. Beyond making announcements on your "on hold messaging" or at the bottom of your invoices, what are you going to do to help promote these events?
Why not think about using a press release in your local community? Start jotting down ideas over the holidays and then, after the New Year starts, contact Dr. Jim or myself to help you with this project. We can use our experience to help make sure that your local media is paying attention to what you are doing. |
| Reminders |
Looking ahead, January not only starts " World Veterinary Year", but it is also National Thyroid Awareness Month. This is a good opportunity for you to help educate pet owners about hypothyroidism in dogs or even hyperthyroidism in cats. Start thinking about how you can incorporate this theme into your practice marketing for next month, as well as your media! Also coming up in January, January 22nd is Fancy Rat and Mouse Day and the 29th is Seeing Eye Dog Day. |
| Just for Fun | |
Is your perception that most big corporations are too "stuffy" and would never engage in social media? Well, Proctor and Gamble has released a great viral video that is causing many folks to rethink the "old school" image of P & G.
http://www.youtube.com/watch?v=DWS_kXpUQ9I
Now....how can I replicate their paper towel experiments? |
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