Private Practice Startup Podcast

Episode 98: Get Your Private Practice “PR Ready”

Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Melody Wilding
Date: August 11, 2018

Episode Overview

This episode of the Private Practice Startup Podcast dives into how therapists and private practice owners can harness the power of Public Relations (PR) to grow their businesses. With guest expert Melody Wilding—coach, writer, and media maven—the conversation centers on practical strategies for therapists to gain media attention, effectively leverage opportunities like Help A Reporter Out (HARO), and ensure their practices are “PR ready.” Melody shares her own journey from therapist to widely quoted expert and reveals actionable tips for building credibility, visibility, and attracting ideal clients through media.

Key Discussion Points and Insights

1. Melody’s PR Journey: From Experimentation to Expertise ([07:08], [08:49])

• Early Attempts at Client Generation: Melody shares how her first year in business included trying workshops, networking, and social media—all with little traction.
• Game-Changer: Discovering HARO: After hearing about HARO on a podcast, Melody submitted her first response and was quickly featured in Business Insider. More client opportunities followed as a result.
• Building Momentum: In that same year, Melody was featured in major outlets like New York Magazine, Cosmopolitan, Shape, Glamour, and Mashable—demonstrating that consistent PR outreach pays off.
• Not Just for “Other People”: Melody dispels the myth that media is reserved for celebrities or “big names,” encouraging therapists to see themselves as experts worthy of media attention.

Quote:
"Here I was just really new to business and kind of felt like that media was reserved for other people...but yeah, it worked."
– Melody Wilding [09:35]

2. Defining Your PR Strategy: Be Intentional ([10:42], [12:22])

• Start with Goals, Not Just Visibility: Don’t chase “shiny logos” without a plan; instead, clarify what you want PR to achieve for you (e.g., more clients, group programs, speaking, writing a book).
• Reverse Engineer Your Strategy: Decide what you want your business to look like in 3–5 years, then identify what kind of press and which audiences will help you get there.

Quote:
"Knowing where you want to end up is critical to then reverse engineering those steps to get there and what you want media to actually do for you."
– Melody Wilding [11:50]

3. Targeting the Right Outlets for Maximum Impact ([12:30])

• Think About Your Audience: If you want to do speaking, can your ideal clients (or those who hire speakers) find you in the right media? For example:
  • Executives: Fast Company, Business Insider, Inc.
  • Mothers: Redbook, Motherly
  • Millennials: Bustle, Vice

4. What Reporters Really Want & Crafting Your Pitch ([14:06], [15:07])

• Value-Driven, Actionable Content: Reporters seek tips their readers can use immediately. Therapists’ expertise and desire to help aligns perfectly with this need.
• Stand Out in the Inbox: With hundreds of submissions per HARO query, you need to craft subject lines and emails that grab attention and position you as a valuable source.
• Framework for Pitching:
  1. Get the reporter to open your email.
  2. Keep their attention with concise, useful advice.
  3. Offer tips that are actionable and fit their story.

Quote:
"The more actionable you can make your advice, the better...you're going to really increase your odds that that reporter is going to pick your advice to be featured."
– Melody Wilding [14:45]

5. The Power of Social Proof and Credibility ([15:16], [16:31])

• Why Media Mentions Matter: Having “as seen on” or “featured in” logos on your website builds instant trust and differentiates you from competitors.
• Expert Authority = Magnet for Clients & Opportunities: PR positions you as a credible expert, attracting not just clients, but also speaking gigs, book deals, and more.
• Integrate Media into All Branding Materials: Use media mentions in your speaker one-sheet and website press page for maximum effect.

6. Practical Tips to Get Your Practice “PR Ready” ([24:07] – [27:31])

Tip 1: Make Your Name Pass the “Google Test” ([24:17])

• Ensure your digital presence (LinkedIn, Psychology Today, website) reflects your expertise, is up to date, and looks professional.

Tip 2: Have a Clear Call To Action (CTA) on Your Website ([25:24])

• Make it obvious what visitors should do next: book a call, send an email, sign up for a newsletter, etc.
• Avoid vague instructions—be direct and actionable so you can capture traffic from media attention.

Quote:
"People are just trying to survive...we have to be very directive and give them the next step."
– Katie Lemieux [26:44]

Tip 3: Know Your Audience: Survey and Intake Form Insights ([27:31])

• Add questions to your intake forms about how clients found you and which sites/books they frequent; periodically survey your audience to see where ideal clients get their information.
• Target only those media opportunities that actually reach your desired audience—not just therapist-centered publications—unless that is your market.

Quote:
"You want to make sure that you are tailoring your strategy to go where your ideal clients are actually going to read the advice that you have to share."
– Melody Wilding [29:21]

7. Results, Timelines, and Return on Investment ([20:22])

• Fast Wins are Possible: Some people land media features within a day of starting with HARO; consistent outreach increases chances.
• Long-Term Impact: Over 95% of Melody’s current clients come from media mentions; repeat recognition leads to lasting relationships and opportunities—think snowball effect.

8. Getting Started & Resources ([30:10], [30:40])

• It’s Achievable for Anyone: PR isn't reserved for elites; therapists at any stage can land media with the right approach and tools.
• Resources: Melody offers a free Quick Start guide to landing publicity with HARO and an e-course “Media Darling Method.” Links are on the show notes page.

Quote:
"This is not something that's reserved for an elite few people...You can really do it in simple ways."
– Melody Wilding [30:16]

Memorable Moments & Notable Quotes

• "Here I was just really new to business and kind of felt like that media was reserved for other people...but yeah, it worked." ([09:35])
• "Knowing where you want to end up is critical...to get there and what you want media to actually do for you." ([11:50])
• "The more actionable you can make your advice, the better." ([14:45])
• "People are just trying to survive...we have to be very directive and give them the next step." – Katie Lemieux ([26:44])
• "You want to make sure that you are tailoring your strategy to go where your ideal clients are actually going to read the advice that you have to share." ([29:21])
• "This is not something that's reserved for an elite few people...You can really do it in simple ways." ([30:16])

Segment Timestamps

• Intro, fun banter & guest intro – [00:03]–[06:23]
• Why PR matters, Melody’s backstory – [07:08]–[10:29]
• Developing a PR strategy – [10:42]–[12:22]
• Targeting ideal audiences – [12:30]–[13:52]
• Ninja pitching tips & actionable advice – [13:52]–[15:07]
• Building credibility and expert status – [15:16]–[16:45]
• Melody’s course and resources for success – [18:45]–[20:22]
• Return on investment & client attraction – [20:22]–[22:51]
• Who should pursue PR opportunities? – [22:51]–[24:07]
• Melody’s 3 tips for getting PR ready – [24:07]–[27:31]
• Audience analysis and media targeting – [27:31]–[29:49]
• Key takeaway & resources – [30:10]–[30:40]

Final Takeaway

“Wherever you are at, whether you are just starting out or you have been in private practice for years, these media opportunities are available to you today.”
– Melody Wilding ([30:10])

For More:

• Grab Melody’s free Quick Start guide and e-course via the show notes at PrivatePracticeStartup.com.
• Next week: Secrets to writing specialty pages that get you clients.