What Is Public Relations and Why Do Doctors Need It?

When people think about public relations (PR), they often picture businesses, celebrities, or politicians working to build their image. PR matters just as much in healthcare, where trust and credibility sit at the center of the doctor-patient relationship. Here we explain what PR is, why it suits doctors so well, and how a medical practice can put it to work.

What Public Relations Means for a Doctor

In its broadest terms, public relations is the practice of shaping how a person, organization, or practice is perceived by the public. It centers on communication: sharing information, telling stories, and making sure the right messages reach the right audiences.

For a doctor, PR can include:

• Working with journalists to provide expert insights on health topics (our page on media relations for doctors covers this in more detail)
• Publishing articles, blog posts, and press releases that explain medical issues in simple terms
• Speaking at community events, on panels, or on podcasts
• Contributing guest articles and educational videos
• Highlighting new research, technology, or services a practice offers

Unlike advertising, which is paid promotion, PR relies on credibility and trust. When information comes from a respected news outlet or community source, it carries more weight with the public.

Why Doctors Are a Natural Fit for Media Coverage

Almost every news article quotes one or two experts, because journalists need expert commentary to give a topic credence. Business owners like to be quoted on subjects related to what they sell, and doctors want awareness and credibility too. The difference is that PR is a more natural fit for doctors, for several reasons:

• Specialized knowledge. Journalists look for accurate, reliable information about health issues and medical breakthroughs, and that is what doctors have.
• A vast media pool. Many reporters and outlets cover health, fitness, beauty, mental health, and nutrition, so the opportunities to be quoted are plentiful. That is not true for all businesses and CEOs.
• Public health education. During the COVID-19 pandemic, a day did not go by without many articles on the illness, and each one quoted at least one doctor. Doctors helped educate the public and counter false information. Taking part in PR campaigns lets them promote health awareness, encourage prevention, and ideally influence positive behavior changes in the community.
• Advocacy and plain-language explanations. PR can widen a doctor’s advocacy by reaching a broader audience, and talking with journalists helps bridge the gap between difficult medical terminology and what the public understands.
• Patient education beyond the clinic. Doctors value educating patients, and the media gives them another way to offer insights on health and wellness issues.

The timing helps, too. According to 2022 research published by McKinsey & Co., around 50 percent of US consumers now report wellness as a top priority in their day-to-day lives, up from 42 percent in 2020. You can be the doctor who answers patients’ questions about articles they have read, or you can be the expert in those articles, speaking to topical issues in your field.

Many doctors have niche specialties, so becoming a leading voice on one topic is often not as hard as it seems. After you have been quoted or taken part in a speaking engagement or panel a few times, momentum starts to build. Publicity tends to bring more publicity: speaking engagements, guest articles, and additional interviews that strengthen your professional reputation, locally and sometimes nationally.

How PR Builds Trust and Helps Patients Find You

Patients don’t just look for a doctor; they look for a doctor they can trust. Before they call your office, many have already searched for you online, read your reviews, and noticed whether you have been quoted in the media. A great bedside manner, an office that returns phone calls, and strong word of mouth still matter, but patients now expect to “meet” you digitally first. When they recognize your name from a reputable outlet, they feel they already know you. PR supports a practice in several ways:

• Credibility. Being featured in news articles establishes you as a reliable, knowledgeable expert and attracts patients seeking quality care in your specialty, whether that is women’s health, orthopedics, or pediatrics.
• Your unique strengths. PR tells your story: why your practice is unique and what sets you apart, whether that is advanced training, specialized technology, or a distinct approach to patient care.
• Accurate information in your voice. When physicians stay silent, other voices fill the space, and they are not always credible ones. Wellness influencers, online “experts,” and social media personalities shape opinion on health, nutrition, and medical topics every day. If potential patients don’t see your expertise, they may turn to someone less qualified or fall for misinformation.
• Referral relationships. Keeping other physicians informed about your services, specialties, and achievements positions your practice as a trusted referral partner, which may increase the number of patients sent your way.
• Community goodwill. Sponsoring health events, offering free screenings, and supporting charity work show that your practice cares about the community’s well-being. PR helps bring that work to the attention of the people around you, which can build long-term relationships and patient retention.
• Your existing patients. When prospective patients hear about your practice in the media or through word-of-mouth referrals, they are more likely to trust you and schedule an appointment. PR can also help you keep up ongoing engagement with your existing patients, so they continue to choose your practice for their medical needs.
• Your online presence. A strong online presence matters for attracting and keeping patients. PR strategies built for digital platforms help you manage your online reputation, engage with patients, and promote your practice’s services, so your practice stays relevant and visible online.
• New opportunities. The more your name is associated with high-quality media outlets, the more likely you are to have doors opened for you, including new and unexpected opportunities.

What Media Coverage Can Do for Your Search Visibility

When a doctor is quoted by a media outlet, the doctor’s name or practice name is typically linked to their website. That creates a backlink, and links and mentions from credible sources may support your visibility in search results. No PR firm can promise a particular ranking.

Patients research online before choosing a doctor, and media coverage, online articles, and interviews all contribute to a stronger online presence that makes accurate information about you easy to find.

Protecting Your Reputation When Challenges Come Up

Medical practices, like any business, face challenges. A crisis might come from a medical incident, a negative review, or an unexpected change in healthcare laws. In the age of social media and online reviews, patients are more informed and selective than ever.

A solid PR plan lets you respond quickly, with transparent communication and a clear plan to resolve the situation. Being open, responsive, and professional limits potential damage and shows your commitment to patient care. A crisis communication plan is best in place before you need it, and regular contact with the media, your local community, and your patients helps maintain a positive public image day to day.

Getting Started with PR for Your Practice

You don’t have to go viral to make an impact. The goal is a consistent flow of media mentions across a wide variety of outlets that write about health topics. Even if you aren’t shaping your media presence, it is being shaped for you through reviews, search results, and whatever appears when someone types your name into a search engine. A few habits help you take control of that narrative:

• Say yes to media interviews. Blocking out time to respond to journalists efficiently is what gets a PR effort off the ground. See examples of media results after interviews.
• Be open to opportunities, big and small. When you are starting out, take the opportunities that come your way if you can field them efficiently. Over time, you should see momentum.
• Publish your own content. Articles on your website and press releases keep you part of the conversation. Some say “if you build it, they will come,” but we say “if you publish it, they will come.” Keep the “in the news” section of your website current.
• Keep your website up to date. Journalists, prospective patients, and people in your field should see that someone is home. Share accurate medical information and make the site a place where people can learn as well as schedule appointments.
• Build your social media presence. Your patients and community want to hear from you. Active accounts, such as Instagram and Facebook, help you engage with your community and stand out to journalists. Share the articles in which you were quoted.
• Watch your peers and competitors. Follow their websites and social media pages. Never copy, but let what others in your field are doing inspire you.

A good PR partner can help you find the right opportunities and connect you with journalists who need expert commentary. If you are weighing that option, you can read more about hiring a PR agency.

The first concern of every doctor and wellness professional is the well-being of patients. The aim of PR is to promote your expertise and your practice, so that patients searching online for answers you are qualified to give can find you and trust you. Done well, it builds trust, shares knowledge, and connects you with the communities you serve.

Reach out to us at 203-968-6625 or via email at info@mcprpublicrelations.com for more information.