Optometrists have huge media potential, yet very few harness the power of free publicity.

There are countless opportunities to provide comment on optometry and eye care topics every week.

Generating free media coverage on television and radio, in newspapers and magazines can be easy to achieve, without the need for an expensive public relations firms. It is possible to establish a good media profile spending as little as an hour or two each month.

The benefits can’t be underestimated. Being on television or radio, in newspapers and magazines can drive thousands of dollars worth of new business to your door and make you the ‘go to’ eye care expert in your area.

So, how does it work? The first key is finding a newsworthy angle. Here’s a four-step guide to coming up with something that the media will find interesting: