MH0047 Public Relations and Marketing of Healthcare Organization

Assignment Set- 1

Q.1. Health care management an emerging discipline. Discuss

Ans. Health Care Management – As an Emerging Discipline

In health care area management as applied to the hospital field has also developed as an
independent discipline in the advanced countries where health care organizations are being
managed by professionally trained administrators. Who is more suitable to run the show, a
medical or a non-medical manager is an open question and needs a lot of discussion. But one
thing is certain. The manager must be properly trained.

The changed dimensions of the healthcare organizations are summarized below.

· Changing Clientele

The clientele today is drawn from the more educated classes of society. This clientele is more
aware of its rights and the obligations of the public hospitals towards society. Thus people using
the hospitals demand quality services, promptness as well as courtesy

· Increasing Utilization

Apart from the rising population, which poses more demands on the hospital, the society now is
accepting the hospital as a health care institution and utilizing it frequently, many a time even for
minor ailments and for achieving positive health. This has increased the utilization of hospital
facilities during the last 30 yearsEvery hospital must indicate the objectives clearly and in no
uncertain terms and also indicate the level of service it desires to provide. After doing so, it
should indicate the facilities available.

· The Changing Role

The modern hospital, in addition to the classical function of the care of the sick, is broadening its
scope of activities into promotive, preventive and rehabilitative services. The hospitals are also
required to take an active part in the various national health and population programs. To meet
this challenge of the care of the community, as contrasted to the care of the sick, considerable
organizational and functional changes need to be brought about in the hospital setting.

· Organization of Staff

Another development that has overtaken the health care institutions today is the organization of
workers into various associations as well as unions. This has thrown up a large number of
problems in dealing with such organizations. To meet this challenge, personnel management
needs to be organized on modern and progressive line.
Q.2. Explain Porter’s 5 forces analysis

Ans. Porter’s 5 forces analysis is a framework for the industry analysis and business strategy
development developed by Michael E. Porter of Harvard Business School in 1979 . It uses
concepts developed in Industrial Organization (IO) economics to derive 5 forces that determine
the competitive intensity and therefore attractiveness of a market. Porter referred to these forces
as the microenvironment, to contrast it with the more general term macro environment. They
consist of those forces close to a company that affect its ability to serve its customers and make a
profit. A change in any of the forces normally requires a company to re-assess the marketplace.

Porter’s Five Forces include three forces from ‘horizontal’ competition: threat of substitute
products, the threat of established rivals, and the threat of new entrants; and two forces from
‘vertical’ competition: the bargaining power of suppliers, bargaining power of customers.

Each of these forces has several determinants:

A graphical representation of Porter’s Five Forces

The threat of substitute products

The existence of close substitute products increases the propensity of customers to switch to
alternatives in response to price increases (high elasticity of demand).

· buyer propensity to substitute

· relative price performance of substitutes

· buyer switching costs

· perceived level of product differentiation

The threat of the entry of new competitors

Profitable markets that yield high returns will draw firms. The results is many new entrants,
which will effectively decrease profitability. Unless the entry of new firms can be blocked by
incumbents, the profit rate will fall towards a competitive level.

· Economies of product differences

· Brand equity

· switching costs or sunk costs

· Capital requirements

· Access to distribution

The intensity of competitive rivalry

For most industries, this is the major determinant of the competitiveness of the industry.
Sometimes rivals compete aggressively and sometimes rivals compete in non-price dimensions
such as innovation, marketing, etc.

· Number of competitors

· Rate of industry growth

· Intermittent industry overcapacity

· exit barriers
The bargaining power of customers

Also described as the market of outputs. The ability of customers to put the firm under pressure
and it also affects the customer’s sensitivity to price changes.

· Buyer concentration to firm concentration ratio

· bargaining leverage

· Buyer volume

· Buyer switching costs relative to firm switching costs

The bargaining power of suppliers

Also described as market of inputs. Suppliers of raw materials, components, and services (such
as expertise) to the firm can be a source of power over the firm. Suppliers may refuse to work
with the firm, or e.g. charge excessively high prices for unique resources.

· Supplier switching costs relative to firm switching costs

· Degree of differentiation of inputs

· Presence of substitute inputs

· Supplier concentration to firm concentration ratio

Q.3. Compare and contrast Advertising and Public Relations.

Ans. Advertising is perceived as an imposition, an unwelcome intruder who needs to be resisted.

The harder the sell, the harder will be the prospects’ resistance to the sales message. If
advertising forces it self into the mind of the customer there is every chance of not achieving the
objective. A company cannot force media to run a message on a particular brand- it is entirely
dependent on the media people. The prospects do not perceive any force in an editorial message,
hence they think that media is trying to help them out to get useful product.

Advertising is spatial, which means there are different media available to advertise a product,
while in case of public relations, the program is linear where one thing leads to another.

Advertising is not suited to build a new brand, register the new brand’s name in the customers’
mind and attach brand attributes at a time. Public relations are the best tool but it is a slow
process, as there is no way that a company can coordinate media coverage.

Words have little credibility in advertising. They are filled with lot of images. But, the mind
thinks with words but not images, as the purchasing behavior depends upon the verbal
comparisons rather than visual. Public relations tries to verbalize the brand and bring it to such
an extent that the media gets encouraged to run the story about the brand and pictures are used to
support those words.

The basic aim in advertising is to reach a mass community. Both reach and frequency are the two
measures of advertising success. In case of public relations emphasis is given to the credentials
of the medium and the quality of the publicity, but not the reach and frequency.

The process of advertising is self-directed. The decision regarding how advertising should be,
what it should contain and whom it is aimed at is all within the hands of a company. But, in case
of public relations, a company launching a public relations campaign completely puts its future
in the hands of the customer. Media will be directing the company by telling it what it should be
selling and what sales approach it should be using.

Advertising is an expensive process. Often most companies spend considerably huge amounts on
their advertising. Whereas public relation is inexpensive and it all depends upon word of mouth,
though it is a time consuming process.

Advertising cannot stay for a longer period of time. They may wind up on the walls of an ad
agency or may be written in the books as award-winning ads. It is not the case with public
relations.

Advertising aids the company for its line extensions, while public relations favors new brands.
Advertising cannot be used to build a new brand in the market. It is used to reinforce the image
created by public relations.
Q.4. Write short notes on dimensions of issues.

Ans. Dimensions of the Issue:

For a corporation faced with current or emerging public issues which may affect its business,
issue management can be likened to war or diplomacy strategy. The focus is not on the weapons
but on decisions as to whether the issue requires combat, on what grounds a battle will be fought,
and when it will be engaged. Effective issue management also can often prevent an issue from
arising at all, or redirect its course.

This strategy involves creation of a program that includes: (1) examination of all possible issues
or trends that could affect the company; (2) identifying specific issues to be considered; (3)
evaluating their potential impact on the company’s survival and profitability; (4) defining the
corporate position on each; (5) determining the course of action to be taken; (6) implementing
the action plan; and (7) monitoring the results continuously, modifying the program as required.

Issues vary by two dimensions: (1) how broad the impact: how many people are affected and (2)
how central it is to the lives of those affected. These dimensions are significant in evaluating a
plan of action. In terms of breadth and personal impact, four classes of issues can be defined:

1. Broad impact issues directly affecting a large segment of the public inflation, air and water
pollution, the price of gasoline. These issues, while complex, may be perceived by the public as
amenable to simple solution. “Why don’t they do something about it? Generally, the issue is
defined by activists and the media reflects wide public and political awareness.

2. Broad impact, but relatively abstract, issues: Fewer people feel these issues directly,
although many may be aware they are potentially affected The public is unlikely to be exerting
heavy pressure and will probably accept any solution upon which the leadership agrees.
However, the public will veto by active or passive resistance a solution that involves sacrifices.

3. Narrow impact issues: These generally affect an identifiable minority or a geographical area.
The majority of the public has no experience with the issue and no vulnerability for example,
worker safety regulations, fair employment practices, protection of minority rights. These issues
usually are identified by pressure groups, who operate by influencing the political leadership.
The indicators to be considered in managing these issues are the leadership support levels.

4. Technical Issues: These issues are identified and crystallized by the leadership. They are
complex, distant from the life of individuals, boring, and usually involve a distinction of political
economic power among elite groups. Example: multinational taxation. Predictors as to the course
of such issues are the activities of unions, activist groups, the media.
 MH0047 Public Relations and Marketing of Healthcare Organization

Assignment Set- 2

Q.1. ABC hospital is appointing you as a head of PR campaign,

(a) How do you think PR boost business?

Ans. How can Public Relations Boost Business?

· Increase Sales

By targeting a pool of potential buyers, you can build visibility and thus grow your client base.
Each time people read your company name and associate it with something positive, it will
reinforce their awareness of your firm and help them differentiate your company from your
competitors.

· Build Credibility

Business startups often need to build their credibility quickly to compete with more established
rivals. By positioning yourself as an expert in your field, you can attract media attention and
serve as a quoted source in published articles. As you give interviews and get quoted,
professional associations may ask you to give speeches or participate in panel discussions, thus
solidifying your credibility.

· Forge a Customer Relationship

Emerging-growth entrepreneurs will tell you that it’s not enough to win a new customer. You
need to convince a newcomer to come back and buy more. By aligning your PR campaign with
your goal of attracting repeat business, you can build consumer confidence and trust.

Example: By profiling some of your best customers on your web site, you send a message that
you value your clients and share a stake in their success.

· Penetrate New Markets

When you enter a new market or launch a new product or service, you need to alert potential
buyers that you’re open for business. Effective PR can draw them in and educate them about
what you offer.

· Attract Investors

Good PR can introduce you to a range of investors. By presenting yourself as an authority who
operates in the public eye, you show potential backers that you’re a leading spokesperson in your
industry. Better yet, an ongoing PR campaign helps you craft an image as a long-term player in.
Q.2. Explain, present and future scenario of Medical tourism in India.

Ans. Medical tourism market in India: The current scenario

Market and Market Players:

A report by Mckinsy-CII suggests that the revenues from Indian medical tourism industry are
pegged at Rs.5000-10000 crores by 2012. In India the medical tourism is growing at a rate of 7.5
per cent to 8.0 per cent, with healthcare growing at a rate of 20 per cent. More than 1, 50, 000
medical tourists came to India in 2003. After Apollo Indraprastha Hospitals, New Delhi received
Joint Commission International (JCI) accreditation, it got 60 to 60 patients per week from
abroad, which resulted in an income to the tune of Rs.30 crores in the year 2006 and that
encouraged the group to set an income target of Rs. 60 crores for the next four years. Medical
Tourism has also received a fillip with an increase in the number of corporate hospitals coming
up and keen interests shown by some major international players to invest in Indian healthcare
sector. Apart from the Apollo group, the other leading Indian healthcare giants that are
promoting medical tourism vigorously include Fortis healthcare, Escorts Heart Institute and
Research Centre, New Delhi, Wockhardt Hospitals, Mallya Hospital, Arvind Eye Hospitals,
Shankara Nethralaya, Manipal Hospitals and others. In terms of health tourist destinations, cities
like New Delhi, Mumbai, Kolkatta, Chennai and Bangalore are the front runners and are fast
merging as medical tourism hubs.

Hospitals have managed to rope in patients from Southeast Asia, Africa and the Middle East.
They also have special tie-ups with the hospitals in Mauritius, Tanzania, Bangladesh, Yemen, Sri
Lanka, and Dubai. There have been sustained, concerted efforts to get patients from all across the
globe and the day is not far when the world will see India becoming a leader in medical tourism
industry

Medical Tourism in India: The challenges and strategic reforms for improvement.

The picture of medical tourism’s growth in India looks bright and sunny with National Health
Policy declaring treating of foreign patients an ‘export’ and therefore eligible for fiscal
incentives on export earnings. The following needed reforms are drawn from the flaws that today
exist and plague medical tourism industry in India.

1. Role of the government: Because medical tourism is in growing stage in India, it needs
tremendous amount of encouragement and support from the government. But if medical tourism
has to be made an overall resounding success along the entire length and breadth of India, it is
the government that has to put its act together and play the largest role. It needs to encourage
private investment in medical infrastructure by officially recognizing healthcare as an
“infrastructure sector” and thereby extending incentives like tax holidays for five years and
concessional taxation for subsequent five years, under sec 80-IA of the IT Act.
2. The government should form a national policy on promoting medical tourism in India and
should seek active participation of major private players in the industry. It should actively
promote and encourage Foreign Direct Investment (FDI) in healthcare sector, as it has done in
automobile and information technology sectors.

3. One of the surest and strongest initiatives that government needs to take is setting up of a
government body / company – on the lines of Cuba’s SERVIMED, Thailand’s TAT, and
Singapore’s Singapore Medicine – which will be involved in promoting Indian health services in
the global market. This company should be formed as an association of the private hospitals
functioning in India, under the aegis of the government. Though there are some state run bodies
like Medical Tourism Council of Maharashtra (MTCM), a partnership between Western
Regional Council of Federation of Indian Chambers of Commerce and Industry (FICCI), the
government of Maharashtra, hospitals and tour operators, but these bodies function to promote
medical tourism only in their respective states, but this apex body would be national and would
promote India, as a whole, as a healthcare destination, not only few states or cities. The body will
also streamline, coordinate functions and operations among different stakeholders in medical
tourism industry like hospitals, hotels, tourist operators, foreign ministry and tourism
department.

4. For foreign patients wanting to come down to India – from their different home countries – for
their medical treatment, it is not always easy to get visa. At times there are many formalities,
restrictions and red tapism that need to be overcome before getting the same. The government
can reduce all these visa bottlenecks by instituting “visa on arrival”. It also needs to resort to
“open sky policy” so that greater number of international flights from different nations carrying
good number of medical tourists can come down to India.

5. The Indian private healthcare sector also has its role cut out. We are aware of the different
spectrum of medical services that are available in India and their contribution to medical tourism,
but the thing is, most of these services are fragmented and exist in the form of stand alone
centers. There are stand alone ayurvedic, homeopathic, allopathic, unani and other medical
centers and different foreign patients have different preferences with regard to medical care.
Some may want to get treated by only allopathy, some trust alternative branches of medicine like
ayurveda, homeopathy and like and still, there are some who just want to get treated well,
irrespective of the mode of medicine. They do not mind being treated by combination of
different fields of medicine. Consequently, these patients end up going to different centers.

6. Another grave concern that is affecting the upward spiral of medical tourism in India is the
lack of Indian hospitals being recognized by international insurance companies in US and UK.
Getting patients from South East Asian region is not all that tough, but getting patients from
developed countries like U.S., U.K. or Canada becomes an issue of concern, since all the
worthwhile hospitals are not accredited or recognized by health insurance companies abroad. If
Indian hospitals need to cash in on the patients from these developed nations they will have to go
in for JCI accreditation, because at present JCI certification is the only widely recognized and
revered quality standard and any hospital having its certification leaves no doubt in the minds of
foreign insurance companies or governments that the said hospital is good and will provide
efficient medical care to their citizens.
Q.3. Explain Promotion Mix .

Ans. Promotion Mix

The different promotional tools employed by various hospitals are as follows:

1. Media Coverage / News Releases:

The kind of stiff competition that exists among the healthcare providers today necessitates the
presence of strong relations between any hospital and the media. Churning out genuine press or
news releases by the hospital in leading local / national dailies is indeed a very fine promotional
tool and does a world of good to the hospital’s marketing. Hospitals are an enterprise where
something or the other keeps happening that needs to be communicated to the outside world, not
only for their promotion or publicity, but also for people’s awareness. If a hospital is conducting
or has already conducted a camp, if it has acquired a corporate empanelment or accreditation or
tie-ups with leading health insurance companies, or a unique / rare / complicated procedure or
surgery has got successfully transpired; all that needs to get published as news releases in dailies.

The press releases in the print media should also be replicated in electronic media, in the sense
that every single major / complicated procedure that gets transpired in a hospital should find
itself as news in local / national television channels. Here also, just like the choice of
newspapers, the choice of TV channels depends on the target market segment. The reasons are
also the same as that of press releases; to market the hospital in the form of news and not as an
advertisement, because the former evokes a better response among the viewers and is more cost
effective. Giving news will hardly cost a hospital anything but giving an advertisement in on TV
channels will turn out to be an expensive affair.

2. Preventive Healthcare articles:

Giving preventive healthcare articles in newspapers is yet another very effective and ethical
marketing tool, because when people read an article from a particular hospital, a positive
favorable impression of the hospital gets created in the minds of the readers. They feel
empowered because of their increased sense of knowledge and this mindset goes a long way in
creating the much needed goodwill of the hospital.

i) The articles should pertain to general and specific nuances of orthopaedics which could be of
value to the readers i.e. the present / future customers of the hospital. General interests can
encompass issues like what are the different kinds of orthopaedic pains, their causes, home tips /
precautions to ward them off; myths and realities of orthopaedics with regard to patient
knowledge; the kind of first aid to be given following a fracture or an accident; tips for
strengthening back, shoulders and other orthopedic sites; harmful effects of self medication or
getting treated by quacks.
ii) Specific articles will include educating readers on different orthopedic procedures, their mode
of application, pre and post operative precautions, estimated cost of the procedures, which kind
of patients can be benefited from them and other related aspects

iii) The articles have to be in very simple, lucid language because they are meant for general
public and not for some medical or para medical professionals. Because the public’s
comprehension of medical science and its related glossary is generally not good, it is very
important that every medical term or procedure should be simplified within brackets ().

iv) While promoting a hospital through healthcare articles, it has to be kept in mind, that at the
end of the day, what it is that the hospital wants to promote ?

However, if it is a big single or a multi speciality hospital with many doctors, then it is the name
of the hospital that has to be promoted through articles and not the individual doctors, because
individual doctors come and go, they may leave the hospital and join its competitors and if a
hospital starts promoting these individual doctors, the prospective customers will get aligned
with those doctors, which would be damaging to the health of the promoting hospital; something
that the hospital would not like to see happening.

v) Another important aspect that needs to be taken into consideration is the choice of newspapers
in which the articles need to get published. That will depend on the hospital’s target market
segment. If the hospital is primarily catering to local population, the articles should get surfaced
in the local vernaculars. If the hospital is catering to a wide population base cutting across
different regions and states, then national newspapers need to be covered.

3. Health cards:

Promoting a hospital through its exclusive health cards has recently caught the fancy of many
hospitals. Health cards are basically discount entitlements provided by the hospital to its
customers. Their advantages are twin fold for the hospital. First, the hospital gets promoted
through them and second, they are helpful in bringing about an increase in the sales / revenue of
the hospital.

The operating mechanism behind the health card generally involves one primary card holder and
his / her three designated beneficiaries who will be able to avail facilities offered by the hospital
at discounted rates. These health cards generally have a validity period of one year and, if the
customer desires, they can be renewed. Usually these cards are nominally priced and once the
customers purchase these cards, they along with their dependents become eligible to avail
discounted services like two to three free OPD consultations in a year, discounts on the health
checkups, diagnostics, investigations and total billing (for indoor patients).

Further it has to be understood that health cards are internal promotional tools and are promoted
from within the hospital premises. They can be marketed to the prospects through verbal
communication by the hospital’s staff, particularly the front office; a hospital can have posters or
banners promoting the cards being displayed at hospital’s reception, canteen, wards and patients
rooms. They can be promoted on the hospital’s website also
4. Emergency cards:

Just like Health Cards there are Emergency Cards through which a hospital or its services can be
promoted. These cards are helpful in promoting a hospital by highlighting its emergency or
trauma and ambulance services and they particularly find favour with emergency and trauma
centers.

Any hospital that has or specializes in managing trauma and other emergencies, promotion of the
hospital through specially designed EMERGENCY CARDS will help in boosting its business
and goodwill among the target clientele. The essence is, as and when there is a trauma or any
other emergency, the promoting hospital should come across as the most favored healthcare
provider among the public. If the hospital manages to have an increase in its trauma and
emergency cases, financially it will turn out to be a fine proposition, because there are lesser
chances of patients dropping out from the hospital following an emergency / trauma incident.

A typical EMERGENCY CARD will have the size of a normal visiting card and will be printed
on both sides. One side will carry a helpline number along with broaching of the facility of
AMBULANCE. On its reverse will be the detailed address of the promoting hospital, along with
a brief on the services being provided by the hospital.

5. Website:

In today’s internet savvy world a well designed website acts as a powerful promotional tool for
leveraging branding of the hospitals. However, a website has to be carefully designed, keeping in
mind the nature of services it provides, the kind of market segment it caters to and the
psychological makeup of it customers. .

HOME PAGE: This page will have the links to all other pages. Apart from having the links,
there may be a photograph of the hospital in the background as a water mark. In fact this water
mark may figure in all the pages. Also the hospital’s punch line should appear on the top of all
pages in a moving / flashing mode and the hospital’s Emergency Helpline Number should appear
on the bottom of all pages in a moving / flashing mode. The various links / pages that should
feature in the HOME PAGE are:

IN-PATIENT FACILITIES: This page will contain an account of various kinds of patient
rooms available to patients. The prices of different rooms along with their additions / deletions
viz: attached washroom, T.V., A.C., cooler etc should be mentioned. Also, the facility of canteen
and local / STD phone calls should be broached.

CORPORATE SERVICES: This link should have a list of all the corporates / organizations
with whom the hospital has got empanelled for providing various services to their respective
employees, as well as their dependents. The general modus operandi through which beneficiaries
(employees / their dependents) will avail services of the hospital should be mentioned.

HEALTH INSURANCE: This should contain the list of various Health Insurance companies
with which the hospital has tied up for providing cashless service to the respective policy holders
of the insurance companies. Also the list of various Third Part Administrators (TPA’S) should
also figure out in the link.

HEALTH CARD: This page can contain an account of the hospital’s Health Card along with its
terms / benefits of use. Also a sample of the card should be shown on the website itself.

HOSPITAL IN NEWS: This page will contain a soft copy of all the press clippings that
covered happenings / achievements / accomplishments of the hospital. The clippings should be
arranged in a chronological order beginning with the latest and ending at the oldest.

NEWSLETTER: This move is designed to empower the customers with useful information
pertaining to the specialties that the hospital is engaging in, as well as to create a favorable
impression of the hospital in their minds. A system has to be designed in the website that
whosoever is desirous of having the news letter should feed his / her respective E-mail ID and
the letter should get dispatched in no time

The above mentioned guidelines for website development of the hospital have been prepared,
keeping in mind customers’ / patients’ requirements and concerns. The website developers
should not deviate much from the framed plot. They should bring in their share of expertise to
leverage what has been discussed above, so that the hospital gets the best and reaps the best.

6. Boards and Hoardings:

Boards, hoardings, banners, pamphlets are the perhaps the oldest promotional tools being utilized
by the hospital to promote its name in the market. No doubt they serve the purpose, but if they
are amateurishly developed and designed and placed at wrong locations, the entire exercise is a
waste of time and money.

A hospital will have to learn to resist the temptation of telling more and more about its services.
Remember, in advertising, less is more and more is less. A hoarding in any case will be read by
commuters. They will not have the time to stand and read about all your latest equipments and
the list of services you offer. Let’s face it, “NO ONE HAS THE TIME”. People hate confusion
and complexities. In any case they are being bombarded by hundreds of messages everyday
through various mediums. A hospital may think that if it does not write all the things, then
people will not know about it. Here is the lesson to be learnt, “TO MAKE SOMETHING
IMPRESSIVE, YOU DON’T HAVE TO MAKE IT EVERLASTING”.

It’s now time to be introduced to a very interesting marketing tool. It is called converting your
disadvantage into an advantage. Most of the hospitals lose sleep over what they think is a
weakness of their organization. Well, it is possible to convert the weakness into a strength and
boards and hoardings can go a long way in bringing about that much needed turnaround.

If you are candid about your ’so called disadvantage’ you can actually convert it into an
advantage, provided you promote it right.
Q.4. Discuss the advantages and limitations of PR research.

Ans. Advantages of Public Relations Research

Public relations research enables management to formulate policies that are acceptable to the
public. Research produces suggestions that can lead to better products, service and relationships.

Limitations of Public Relations Research

Because it deals with changeable attitudes and opinions, public relations is exceedingly difficult
to evaluate.

Many criticisms of public opinion research are the result of faulty survey techniques. Most of the
criticisms are resolved when opinion surveys are properly planned and conducted by experienced
researchers; the questions, carefully phrased and tested; the interviewers adequately trained and
supervised.
Q.5. What are the methods which can be adopted for promoting good public relations. Discuss.

Ans. Tools of Public Relations

1. Press Release: These short documents detail what’s new, different, or exciting about your
business. Press releases make it easy for journalists to understand how their audience might
benefit by learning more. A tight, one-page press release that captures the most newsworthy
information about your firm can persuade key media contacts to write a story and mention your
business favorably.

2. Press Kits: A press kit or media kit often includes a press release along with background
information and your business card – all packed neatly in a snazzy, eye-catching folder. The
folder might also include photographs, product information sheets, articles from other
publications, customer references or testimonials, financial data, your biography, and a list of
questions you’re prepared to answer (also known as a “cheat sheet” for radio and TV hosts).

3. Tip Sheets/Newsletters: A tip sheet is a page of snappy advice or information that helps your
customers. Newsletters provide short articles and practical information that’s of interest to your
target audience.

4. Bylined Articles: The advantages of writing articles about your area of expertise and
persuading editors to publish your submissions are twofold: You can advance your agenda while
arranging for your name, phone number, web site, and a few sentences about your business to
appear at the end of the piece.

5. Awards: Applying for industry or local awards provides great visibility if you win or earn
recognition as a finalist. Many trade journals, government agencies, and professional
associations sponsor annual “best of” award programs for entrepreneurs.

6. Online Outreach: Smart, media-savvy entrepreneurs use chat rooms, their own Web sites,
and other Internet based tools to launch awareness –building campaigns of their companies.

7. Special Events: Examples include fund-raisers, contests and drawings, public celebrations of
your company milestones such as your firm’s anniversary book signings, and client parties.

8. Trade Shows/Conferences: To maximize your presence at a large event, you may want to
pay for a centrally-located booth that’s guaranteed heavy “foot traffic.” Or you can save money
and strategically prowl the aisles to spread your message, perhaps by introducing yourself to key
contacts or participating in “break out” sessions that relate to your business.

9. Speeches: Deliver a speech on your business to community groups, local schools, or nonprofit
agencies.