Q:

Dr.M,
	Last time I wrote you mentioned programs for churches and civic groups.  As 
winter is nearing, I am now scrambling around for ideas with the churches etc...  What do 
you look for when contacting the churches and other religious organizations out there?  Are 
you trying to set up screenings there, health talks, pass out your flyer to the members or 
what?  How do you get in with these organizations when you have no affiliaiton with them 
and you are not a member?  I don't want to come off like I am using their church for my 
business etc...  Let me know how you go about doing it. I can't find it anywhere in smart 
start other than the fact that it is a great idea to contact these places and develop alliances.  
Thanks for your help. 

A:

First step is to log the local churchs. Then make phone calls asking who is in charge of 
church programs or their social director. Once you get the name and the address .. be sure 
the material you'll send will get to them via the church .. mail them an awareness letter .. 
intorducing you and your monthly community outreach programs. One of them is offering 
your services to local organizations .. civic and church oriented for screening days .. 
special days dedictaed to their folks. Set aside the day and send out material. You'll have to 
be prepared to follow the script as outlined below.  This is taken from my Marketing Book.

Outside Public Relations would consist of health fairs, church and civic functions, 
community events, corporate programs, and Community Appreciation Days to name a few. 
Each month you can create a Special Awareness Day, such as a Teachers Day, Secretary 
Day, Police and Fireman¼s Day, or a specific Union Day. Canvas your community and 
determine if there are special groups and unions and speak with their program director. You 
may find a list of these groups in the local library, chamber of commerce or the yellow 
pages. 

The telephone script concerning speakers may proceed like this:

„Yes, this is Mary from Dr. Margolies¼ office, and we are part of the Doctor¼s Speaker¼s 
Bureau. Each month we dedicate time to our community with special events often working 
with a local charity, or provide speakers for various groups. In the past we¼ve spoken 
before garden clubs, as well as an „Over Fifty¾ group concerning aging gracefully. 
(Depending on which group you¼re calling, that is the title of the groups you¼ve spoken to 
previously .. in reality the themes are always the same .. just the title and a few variations 
will need to change) We plan our programs a few months in advance and I¼m calling to see 
if you may need a speaker for your next program. The topics vary, but usually involve 
wellness and health. Dr. Margolies is a chiropractor and has been in the Tucker area since 
1978. We have a wonderful family practice and many of our patient¼s have us speak before 
their employees, church and civic groups.¾ 

The telephone script concerning special events may proceed like this:

„May I speak with the program director. Yes, this is Mary from the Family Chiropractic 
Center in Tucker.  Our office has been involved with various community projects for many 
years. Each month we dedicate time to provide speakers to groups concerning wellness, 
nutrition, stress management and preventive health care. Our most successful efforts are  
with local charities, such as the Atlanta Food Bank, Georgia Special Olympics, etc. We 
plan our workshops, and community events months in advance and we¼re now planning 
for the Winter. Prior to being booked up, I¼d like to be sure you are included. Does this 
sound like something you feel can assist your members? Great, which topics would interest 
them?
The best way to make this happen is to work with these scripts, and practice discussing 
these with members of your staff. Practice first face to face, then using the phone. The 
other partner should make the conversation first easy then hard. The usual objection is due 
to a lack of understanding, especially your ultimate intention. What is your intention? .... 
new patients .. remember ... marketing and public relations is a time honored profession in 
this country. By your reaching out to your community you are taking the time to meet 
people and answer their concerns and needs. If patients come from that .. so be it .. it is a 
fair exchange. 

The telephone script concerning church/civic special days may proceed like this:

„May I speak with the program director of the church .. or union. Yes, this is Mary from 
the Family Chiropractic Center in Tucker. Over the years we¼ve worked with various 
church and civic groups concerning community projects, usually with a local charity. One 
of the most successful events is a special day dedicated to members of the church (or civic 
organization). Can we provide a special day for your members? This is a way we meet our 
community, give of our services and assist your fund raising. Does this sound like a great 
idea?
 
	Ä Special Church or Civic Days:

Ä If the church or civic director feels it is an event they wish:

„Great, first let me tell you what we are doing. Each month we set aside time to invite a 
group to our office for wellness evaluations at no charge. This may be union members, 
secretaries, postal workers, police and fireman, etc. A few times a year, we invite an 
organization, such as a church. We have a special day .. in your case .. First Baptist of 
Main Street Day. This is what we¼ll need. First, we¼ll be sending invitations to your 
members. If you have a secure mailing list, I recommend you or someone review the 
names and cross out any that you wish not to receive this mailing. We will need a letter 
from the minister, recommending anyone interested to take advantage of this offer, this 
should be on church letterhead .. we will pay for any copies. We will want to send these 
out in church envelopes .. this way people will open it, and the first thing they¼ll see is the 
ministers letter along with our invitation. We¼d need someone to place your labels onto 
these envelopes. If there is a member of your church that can use a few dollars we will pay 
them $30 to label all the envelopes. Can that be arranged? Great. We will set aside June 
 as First Baptist of Main Street Day, and invite your parishioners to our office for a 
complimentary evaluation. For everyone that comes to our office, we will ask for a 
donation of, at least $10, towards a church fund and we will double that amount. Does that 
sound okay? If someone cannot afford the $10, we will evaluate them and give the $10 
ourselves.¾

The telephone script concerning special events may proceed like this:

„May I speak with the program director. Yes, this is Mary from the Family Chiropractic 
Center in Tucker.  Our office has been involved with various community projects for many 
years. Each month we dedicate time to provide speakers to groups concerning wellness, 
nutrition, stress management and preventive health care. Our most successful efforts are  
with local charities, such as the Atlanta Food Bank, Georgia Special Olympics, etc. We 
plan our workshops, and community events months in advance and we¼re now planning 
for the Winter. Prior to being booked up, I¼d like to be sure you are included. Does this 
sound like something you feel can assist your members? Great, which topics would interest 
them?
The best way to make this happen is to work with these scripts, and practice discussing 
these with members of your staff. Practice first face to face, then using the phone. The 
other partner should make the conversation first easy then hard. The usual objection is due 
to a lack of understanding, especially your ultimate intention. What is your intention? .... 
new patients .. remember ... marketing and public relations is a time honored profession in 
this country. By your reaching out to your community you are taking the time to meet 
people and answer their concerns and needs. If patients come from that .. so be it .. it is a 
fair exchange. 

The telephone script concerning church/civic special days may proceed like this:

„May I speak with the program director of the church .. or union. Yes, this is Mary from 
the Family Chiropractic Center in Tucker. Over the years we¼ve worked with various 
church and civic groups concerning community projects, usually with a local charity. One 
of the most successful events is a special day dedicated to members of the church (or civic 
organization). Can we provide a special day for your members? This is a way we meet our 
community, give of our services and assist your fund raising. Does this sound like a great 
idea?
 
	Ä Special Church or Civic Days:

Ä If the church or civic director feels it is an event they wish:

„Great, first let me tell you what we are doing. Each month we set aside time to invite a 
group to our office for wellness evaluations at no charge. This may be union members, 
secretaries, postal workers, police and fireman, etc. A few times a year, we invite an 
organization, such as a church. We have a special day .. in your case .. First Baptist of 
Main Street Day. This is what we¼ll need. First, we¼ll be sending invitations to your 
members. If you have a secure mailing list, I recommend you or someone review the 
names and cross out any that you wish not to receive this mailing. We will need a letter 
from the minister, recommending anyone interested to take advantage of this offer, this 
should be on church letterhead .. we will pay for any copies. We will want to send these 
out in church envelopes .. this way people will open it, and the first thing they¼ll see is the 
ministers letter along with our invitation. We¼d need someone to place your labels onto 
these envelopes. If there is a member of your church that can use a few dollars we will pay 
them $30 to label all the envelopes. Can that be arranged? Great. We will set aside June 
 as First Baptist of Main Street Day, and invite your parishioners to our office for a 
complimentary evaluation. For everyone that comes to our office, we will ask for a 
donation of, at least $10, towards a church fund and we will double that amount. Does that 
sound okay? If someone cannot afford the $10, we will evaluate them and give the $10 
ourselves.¾