How to Send a Press Release

Typical communication with the media begins with a press release. Use ACA’s National Chiropractic Health Month sample press release (available above, and at the bottom of this page) to let your local media know that you will be observing NCHM—be sure to insert the appropriate information at the beginning and end of the release.

Following are some suggestions to get the most from your media outreach efforts:

• Make sure you send your press release to the appropriate contacts. Depending on the media outlet that you approach, look for titles such as “Editor,” “Managing Editor,” “Assignment Editor” or “News Director.” Today, social media “Content Managers” should also be considered. In addition, you can send the press release directly to a reporter or influencer who covers health topics or community events. Try to send it to more than one person/media outlet. If you’re still not sure where to send your press release, call or email the media outlet and find out who the best contact is. Make sure you have correct contact information (name, title, email address, telephone number).

• E-mail is the most common method of sending a press release. When emailing the contact, attach a copy of the completed NCHM press release (with your information inserted) to the email or paste the release in the body of your message. Try to send your press release a few weeks before NCHM begins. Include a brief message in the email to introduce NCHM and yourself to the contact. Below is an example:

I’m reaching out today to alert you that National Chiropractic Health Month is coming up in October. I will be joining with doctors of chiropractic nationwide to raise awareness of the benefits of a non-drug approach to pain management. Please see the news release [attached/pasted below] for more information.

As a chiropractor who practices in the [your city] area, I would be happy to provide more information on this topic to [your readers/audience]. Feel free to contact me if I can be of assistance.

Best regards,

Your Name
Name of your practice
Your email, Your phone number

• You can follow up your e-mail with a phone call or an additional email a week or so later to ensure the press release was received and to answer any questions. Always be professional with members of the media. Be respectful of their time when speaking with them by phone. Regard them as allies in spreading the news about NCHM. The relationships you cultivate now may flourish later, even if your efforts don’t result in an article or interview at this time.

• Try to send your press release early in the week (Monday-Wednesday) and earlier in the day.

• You should also use social media to distribute your press release. First post the release on your clinic’s website and then create Facebook, Instagram and other social media posts that link to it. Encourage your social media contacts to repost the link on their pages, too.

Create a Blog Post

• You can use the sample press release text as the basis for a blog post on your website, as well. Add additional information from the NCHM key messages or include stats about opioid usage in your community or state to tailor it for your local audience.

Planning an Event?

If you are planning an activity or event tied to NCHM, you can include information about it in the release or send out a media alert one or two weeks before your event as a reminder. Be sure to note:

• What the event is and include any key speakers, titles and affiliations.
• Where and when the event will take place.
• A sentence or two describing National Chiropractic Health Month.
• A contact name, telephone number and e-mail address.