When this column was first discussed, the topic of Public Relations (PR) was chosen for the premier article, since it seems that often the most immediate concern for our members is developing a clientele. PR can be a very effective and inexpensive method. Unlike advertising, PR is free. Unless you hire an expert, your only real expense is your time. In the course of the last seven years, we have appeared on more than twelve TV shows, six radio programs and over thirty articles have appeared in print. All this was done on our own with no expert assistance. If we can do it, so can you!

FORMING YOUR PLAN. To be most effective, you must start with a plan, which should have a goal or vision behind it. In other words, what do you want to do with the PR; what do you want to be known for as a Rolfer or Movement Teacher; what is it about your work that excites you? What portion of the culture do you want to effect with Rolfing or Rolfing Movement Integration?

Let’s say, for example, that your answer is to enhance artists in their performance. Your vision is to be known as a health care provider who can “fix” and prevent the problems that often develop from practicing an art. Maybe you have experience as an artist or musician; maybe you already have clients who come to you with problems related to their profession, or maybe you are just excited about helping people.

RELEVANCE IS KEY. For whatever the reason, you must have a unique “angle”, and by this I mean, in terms of media, being a Rolfer or Movement Teacher in itself is often not enough a possible exception may be if you have just moved to town. With this approach on a relevant issue (and there are many we can use), you have a theme for the design of a press release.

Relevance cannot be emphasized too much. The media and the public will not respond to promotion in which they do not perceive a benefit. And this is the very heart of why most of us “loose it”. Establishing a “line” does not mean anything to anyone, unless they are a Rolfer or Rolfing Movement Teacher. We must translate that feature into a meaningful benefit for the public. If you are not sure what this means, just ask your clients why they come for their sessions!

FREE PUBLICITY. The press release will be the most important aspect of your PR campaign. It influences and determines if a producer, editor, or interviewer will do a story on you. These people receive a number of releases every day, so give them a clear reason to contact you. It is here that you present a cogent discussion for the relevance of Rolling or Rolfing Movement Integration. It’s what makes you newsworthy. Have your other reasons listed, so when you talk to them on the phone you will have it for quick reference.

Creating a press release is actually quite easy. As trite as it may sound, start with who, what, when, where, why and how. The who is you. Ask yourself what makes you significant? If you can, relate this to your goal. The what may pertain to an event you wish to promote. Events and demonstrations are great opportunities for free publicity. The when could be how quickly and permanently your work will improve a musician’s performance. Where might be where you work, where the seminar is being held that you are conducting or where you were trained. Why may be the reasons behind the possible benefits of Rolfing and/or Rolfing Movement. Or “why” could be why Rolfing is unique? The how could easily be an explanation of the process. Keep all this simple and short. Remember the purpose is not to write a treatise on Rolfing, rather it is to excite an editor, producer, or interviewer. Again, always remember to relate to a benefit which the public wants.

In the release you need to include the contact person’s name and telephone number, and that is usually yourself and your office number. The release date should be in the upper left corner. The headline should attract attention and be centered.

Do not exceed two pages of double-spaced material. Start with a lead paragraph, much like a newspaper article, in which you concisely state your message. Then you can move into two or three descriptive paragraphs and a brief conclusion.

Write several press releases on the same topic and vary your approach as to the benefits and your goal. Have a few friends review them and then choose one that has created interest among them.

PRESS KIT. Along with the release should be included a press kit, which is a packet of information to support the release. This packet will be a folder with two inside pockets for the materials. On occasion we have submitted a page of commonly asked questions (without answers) on Rolfing. The question sheet, if done properly, can give credibility to you and your work. Reprints of previous articles written by you (preferably), or about you (if you have them), or on Rolfing/Rolfing Movement are also put into the press kit. These kinds of materials can further excite the reader and explain Rolfing/Rolfing Movement Integration.

PROFESSIONAL TOUCHES. Another item for the packet may be short biography describing your credentials and other pertinent information. A professional, black and white, 3″ x 5″ photo of your self not a snapshot should also be included. Invest in high quality photographs, as well as professional stationery. Remember you are attempting to be perceived as a qualified professional.

COVER LETTER. The press release and press kit should be sent together with a cover letter, introducing yourself and your request, and should be addressed to the appropriate editor or producer by name this means a bit of research as to the specific staff member to send your materials to. This single spaced, typed letter, three paragraphs long, discusses why you should be interviewed. It does not address the specific emphasis of the PR; the press release does.

FOLLOW-UP. Whoever writes the cover letter should be the one to follow up on the release. Three days after sending the packet out, call all the people you mailed it to. Or if you wish, have an enthusiastic friend represent you. The follow-up will be the most important part. It is here that you begin to develop a personal relationship with the media. Be helpful. Like anyone else, these people enjoy receiving respect and perks. A complimentary session can be offered as an enticement.

Two words of warning. Unlike advertising, you cannot control what will be said. How you present yourself and deal with these people may be what determines the outcome. Also be prepared for an onslaught of interest. It may be best to start small with a few minor publications, so you can work out the kinks.

If your press release is not used at once, it very likely will be filed for possible future use. Then when a relevant topic for Rolfing develops, you may be contacted as the local expert. Do not let the fear of never having prepared a press release prevent you from doing it now. Good luck! And let us know of your successes.

Owen Marcus, MA., Advanced Certified Rolfer, is President of Owen Marcus & associates, Inc. in Scottsdale, Arizona. Rolfing since 1980, Owen has worked toward discovering innovative ways of having Rolfing understood. In 1983, he developed and began teaching a business class for the Institute’s basic Rolfing training.Entrepreneurship