Q: Isn’t advertising more effective than publicity?
A: With advertising, you pay for the ability to control the content and when and where it will appear. With publicity, you do have the advantage that it is free. However, you can’t control the content and when and where your information will appear.

Publicity provides a perceived third party recommendation or seal of approval from the media. Thus, individuals believe that publicity is more credible. In fact, according to studies done by Harvard Business School, publicity is ten times more effective than the advertising cost of the that space or air time.

Q: What if I have never been interviewed by the press?
A: Don’t worry. Most physicians feel that while they are highly skilled in the field of medicine, they feel a bit apprehensive about appearing in front of a camera or being interviewed on the radio. With the media training that you will receive, your apprehensions will be relieved.

We will also assist you in how to best take advantage of your interview in order to get your audience inspired to action and at the same time, met the needs of the producer. The producer of a radio or television program wants to create a segment that will inform and/or entertain their audience. Yet, at the same time, you desire to generate an influx of new patients to your practice.

Q: I don’t want anyone to know that I’ve hired a publicist. Do I need to be concerned that this information will become publicly available?
A: We respect your privacy, the confidential and sensitive nature of your practice and thus, we will not disclose our client list.

Q: Why is it important to choose a PR firm that specializes in my industry?
A: There are many publicity companies from which you can choose just as there are many physicians from which one can choose. There are many times when a family practice or internal medicine physician is appropriate. However, there are other times where a sub-specialist is better suited for the situation. The same holds true with public relations. When you are looking for someone who clearly understands you, your practice, the pressures that you face and the code of ethics to which you must adhere then a specialist in public relations is best suited for you.

Q: Will I get to see what is sent to the media?
A: Absolutely! In fact, nothing is sent to the press until you approve it. We want you to feel completely comfortable with the materials that are being distributed.

Q: How much does publicity cost?
A: In general, most public relations firms fees will range between $3,000 and $10,000 a month for a professional public relations campaign with a standard term of six months.

Q: I’m a highly skilled and trained physician won’t the media call me to interview me?
A: The media doesn’t discover anyone. Instead, you must make yourself known to the media by creating a story that is valuable, informative or even controversial in order for them to be interested in interviewing you. The media needs story ideas but it is not likely that they are going to develop an idea that involves you unless you give them the idea.

Q: Does publicity guarantee sales?
A: Publicity does not guarantee sales in the same way that advertising doesn’t guarantee sales either.

Q: I’ve heard some public relations firms offer a service called pay for placement. Isn’t that better to know that I only have to pay if I get placed in the media.
A: While it is true that in this arrangement that you don’t pay anything unless you are booked in the media, there are two things you should consider. First of all, this arrangement encourages companies to just get any type of publicity so that they can be paid and thus, these placements may not be the ones that are best suited for you. Secondly, you often pay more for your publicity than if you went with a contracted monthly rate. For example, one national television interview would cost $4000.

Q: What media placements has MD Publicity, LLC obtained?
A: Some recent media placements in San Antonio include: The San Antonio Living Show, Great Day SA, WOAI AM, KKYX, KSMG, KONO, KISS, KCYY, KLUP, KENS Eyewitness News, Focus on South Texas and Conexion.

Some recent media placements in Austin include: KTBC News in the Morning, KXAN Morning Show and KXAN Firstcast Weekend.

Some recent media placements in Dallas include: KTVT Early Show, KXII First News at Noon, WFAA Weekend Morning Show, KVEC, TX State News Network, KLUV The Morning Show and KVIL Sunday Morning Magazine.

Q: Doesn’t the AMA discourage physicians from receiving publicity?
A: According to the AMA, “a physician may publicize him or herself as a physician through any commercial publicity or other form of public communication (including any newspaper, magazine, telephone directory, radio, television, direct mail or other advertising) provided that the communication shall not be misleading because of the omission of necessary material information, shall not contain false or misleading statement or shall not otherwise operate to deceive.”