Bruce Hartman: Create a Monthly Marketing Tipsheet to Drive Media Hits – Here’s How
“Generate a monthly tipsheet. This is simply a summary of newsworthy topics related to your company or business. For example, we generate one around health topics,” says Bruce Hartman, marketing director at Sharp HealthCare, San Diego-based healthcare provider with hospitals in San Diego, affiliated medical groups, urgent care centers and a health plan. Click through to the company’s “Health Library” to see samples of some of Sharp HealthCare’s email newsletters, tipsheets and its more in-depth resource library.
“Tie topics to seasonal or national trends, depending on your business,” continues Hartman. “Keep it to four or five bullted items, with an attention grabbing headline and three to four sentences for each tipt. Keep it to one page so it’s succinct and of interest. It’s also good to include and expert for a photo opportunity.” This makes it more visually appealing and lends a thought leadership value to the tipsheet. “But make sure you’ve sought out an articulate, well-spoken expert in your field.” Finally, “Keep it concise and send it out once a month,” he reiterates.
“With this, you will generate media interest,” Hartman assures. “Even if you don’t get bites at first, it keeps you top of mind in the media so they call your first” when they are looking for an expert or source in any of the areas covered in your tipsheet.