Richards D
Dell Richards Publicity, Sacramento, CA 95816, USA.
J Calif Dent Assoc. 1998 Jul;26(7):515-9.
Public relations is a way of marketing a dental practice through the media and directly to potential patients without purchasing advertising time or space. Well-written press releases and follow-up phone calls targeted to the specific audience of various media outlets can result in stories that are worth more than purchased advertising. One key to successfully communicating to others through public relations is straightforward writing. The following article not only covers the variety of opportunities available to a dental practice through PR, it also serves as an excellent example of the style of writing that should be used for PR communications.
公共关系是一种通过媒体并直接面向潜在患者来营销牙科诊所的方式，无需购买广告时间或版面。精心撰写的新闻稿以及针对各类媒体特定受众的跟进电话，可能会带来比购买广告更有价值的报道。通过公共关系成功与他人沟通的一个关键是直截了当地写作。以下文章不仅涵盖了牙科诊所通过公关可获得的各种机会，还堪称公关传播应采用的写作风格的典范。
