resourcesABOUT MT AUTHOR GUIDELINES CLASSIFIEDS EDITORIAL CALENDAR MEDIA GUIDE MASSAGE MART SCHOOLS & EDUCATION FEEDBACK
Reflections: The Art of Teaching Asian Medicine
Over the past three decades, my global workshops have been translated into German, Swiss German, French, Romansch, Spanish, Lithuanian and Xhosa. Time to offer you new teachers a few tips!
Cell Health (Part 2)
Dr. Barsten, your book is about restoring "cell vitality." Can you briefly define the term? Cell vitality is more than the mere absence of symptoms or pathology, but optimum structural, physiological and energetic health.
It's Time to Create a Strong Acupuncture Footprint
Footprints in the sand. Footprints in the snow. Where do these footprints go? Some are big, some are small, but footprints are made by all.
Leaving Footprints on Capitol Hill: Tribute to Dr. Kenneth Luedtke (1930-2014)
It was with great sadness that I heard of the passing of Dr. Ken Luedtke.
Case Histories from Bali: Treating Balinese Chidren with TCB and Shonishin
When I moved to the island of Bali in 2005, I offered my services in Bumi Sehat, which means Healthy Mother Earth, a free birthing center for poor and disadvantaged local women located in Ubud.
Neuroscience: Where Western Medicine and Chinese Medicine Can Come Together
The recent advances in neuroscience are truly incredible. With this expansion of scientific knowledge, I would like to see even more research into the neuroscientific basic of acupuncture and Chinese Medicine.
Old TCM Sayings: Treat the Front to Treat the Back
Chinese medicine college was, and always will be, a memorable time. It was a time of massive personal and professional growth.
The Conscious Evolution of Healing, Part 2
The idea of transmission is very important in the Chinese medical classics. According to author Claude Larre, the ancient Chinese were highly interested in the connection between things. Nothing was looked at as an isolated entity.
The Top Seven Website Mistakes Clinics Make
The majority of acupuncture clinics finally have a website for their business. Having a website is crucial for being found online through Google, Facebook and review sites like Yelp.
Mind-Body in Motion
A central goal of low back pain treatment involves the correction of dysfunctional movement patterns believed to be responsible for spinal overload.
Let's Speak With One Voice in 2015
For the longest time, the chiropractic profession has attempted to achieve some form of unity. On a political level, this was characterized by an ultimately unsuccessful two-year merger effort between ACA and ICA leadership from 1986-1988.
Unlevel Pelvis in the High-School Athlete: Exploring Causes and Effects
The unlevel pelvis is all too common in the high-school athlete and if not detected, will likely cause a lifetime of musculoskeletal issues. Any provider who doesn't look for this common finding is missing critical information.
News in Brief
An Encouraging Sign at Palmer; NBCE Announces Retirement of Longtime Director of Testing.
Help Your Parents Stay Engaged
As much as parents may wish it were so, children do not come with an instruction manual. There's no "how to" that can be followed and no two children are alike, so what works with one generally won't work with the next.
It might have been a miserable start to the day in the heart of downtown San Diego. A heavy rain had soaked the large homeless population congregating near the intersection of Third Avenue and Ash Street as they waited for a free breakfast to be served at the First Lutheran Church on the corner.
Put the Social Back Into Social Media
Social media is more than a passing fad, it is definitely here to stay. Social media apps and channels of distribution may evolve, but the concept of social media is now big business and a part of all our lives.
Are You Really a Healthy Eater?
I always giggle a little bit (to myself) when someone comes into my office and informs me that they are a healthy eater. What exactly does that mean? Does that mean they eat sugar in moderation? And what's that, exactly?
Connecting the Dots
In 2002, I published a book on patient examination procedures that included information on the procedural coding of the recommended examinations. The book should have been published in 2000, but I had trouble finding a publisher. Why?
Acupuncture and Homeopathy: Bioenergetic Brothers
Acupuncture and homeopathy share an important healing principle: bioenergetics. "Bio" means "life," so bioenergetics is literally "life energy."
The CDC came out with a report in March 2013 that suggests 1 in 50 children will be diagnosed somewhere on the autism spectrum – significantly higher than the 1 in 86 figure that came out in 2007. What does this mean moving forward, particularly for children?
July, 2014, Vol. 14, Issue 07
PR Outlet Shopping: Think Global, Act Local
By Cary Bayer
A major step in your public relations program is to find suitable outlets for your publicity material. Once you've located a variety of outlets for your message, it's wise to develop the many different elements of your message: press releases on news items, pitch letters for round-up stories, pitch letters for profiles, queries for bylined articles and queries for ongoing columns.
It's smartest to focus your public relations endeavors into print media on the local level, with minor attention on the state and national levels. Think local first: people will only become your clients if they can drive to you in less than an hour. Most communities have weekly newspapers; if it's a market that has its own daily newspaper, frequently the weekly paper will be free. In more rural areas, the weekly paper is the major source of news and usually has a small price tag.
The Weekly Read
Get a copy of the paper and study it — do they use columnists? If so, is anyone writing in each issue about health or stress management? If not, why don't you seize the opportunity and fill that niche? That, of course, is a rhetorical question. Naturally, you should look to become the expert in your paper. A letter to the editor, along with a sample column of the length of the other columns in the paper, could address this.
If they aren't using any columnists, don't let that stop you. Send off a letter to the editor, along with a sample column of about 400 words, in which you could propose that the paper add the kind of column that you have in mind. Make certain to indicate that you reside in the area — or that your business is headquartered in that locale or, if you do traveling massage, that you visit the homes of clients in that area. This is extremely important to the editors of local weekly papers whose entire focus is their specific small domain.
The Daily Round-Up
our daily newspaper is also a possible outlet for publicity about the work that you do as a massage therapist. Very few daily papers worth their salt, however, will offer you a forum to write guest articles. Instead, they would be more likely to prefer round-up articles that would be written by a staff reporter or a freelancer about different facets of massage and would involve interviews with several therapists.
State of the State
It's quite likely that your state has a monthly business publication. If you live in a very large city, there may be a business publication that comes out monthly. New York City, for example, not only has its own business publication, but it has one that comes out each week.
Does such a magazine run a regular column on health or stress management? If so, great, pitch them to become a columnist. If not, maybe it's time that they did and propose just that. When I was running my own PR/marketing firm, I once interested The New York Times advertising columnist to do a profile on a commercial director, even though both he and everyone else who preceded him as columnist never gave any coverage to that profession. In my pitch letter, I acknowledged that the Times never profiled such people and then I proceeded to explain why he should make an exception. He called me the next day saying that I was right and he did the interview. My client was both thrilled and astonished that I had created a PR miracle. He broke out the champagne for me and we toasted that miracle, a miracle that was borne of thinking outside the box.
While it's difficult for a massage therapist to score publicity in statewide outlets, it's certainly worth one letter. The reason that I recommend the story have a business angle is because most states have a business publication rather than a health publication. It's much more difficult to interest the editor of a business publication in a story about health than one on business — unless, of course, you propose an article that looks at how stress negatively impacts health and how that negatively impacts business.
National media hire the best reporters and editors in the country, so securing publicity here is going to be far more difficult for a massage therapist compared to local and state venues. Still, it never hurts to try. The basic letter that you wrote to your daily newspaper editor can be tweaked for the national media.
Why shouldn't publications like USA Today, Time or Ladies Home Journal, for example, carry articles on the benefits of and research on massage, specifically as an antidote to these harried times when people are worried sick over the economy, job insecurity and home foreclosures? If they run such an article, it would be written by either a staff writer or a freelance writer, so don't even suggest that you would write it. The reporter would interview massage therapists from different parts of the country; however you'd be the only one interviewed in your area, and the value of you being quoted in a national publication is a big deal and could bring a huge surge in your business. Naturally, it would be up to you to make sure that your clients and prospective clients see such an article.
There are also opportunities for PR on the Internet. There are places like the Huffington Post, for example, that are read by a general-interest consumer. There are also many sites dedicated to holistic health that are read by people seeking out non-traditional means of self-improvement.
Click here for more information about Cary Bayer.
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