Putting PR into practice

VERY soon, if you're not promoting your practice through effective publicity techniques, you may find that you begin to struggle in an increasingly competitive world, warns Jacqui Molyneux. Veterinary practices, like many other profession‐led businesses, are now re‐evaluating their marketing budgets. Where once their entire promotional spend would be devoted to advertising, perhaps consisting of an advert in the Yellow Pages and a note in the classifieds, as well as good old word of mouth, many practices are rapidly finding that such an approach is no longer sufficient.