Why PR Doesn't Work For Hypnotists

Why PR Doesn't Work For Hypnotists Because They Do It Wrong

As Sherman Hu pointed out on his facebook profile, Guy Kawasaki posted the top 10 reasons PR doesn't work. He's right because he's obviously very experienced and has been effective.

What needs to be added are the reasons why public relations doesn't work in most cases for hypnotists. It can work very well for hypnotists in the entertainment field. It doesn't work as well and usually harms hypnotists in their practices.

Here are my additions to the list that apply to hypnotists:

• The major problem is that reporters and media relations pros don't have your best interests as a hypnotist at heart. They want to cover the story the way they want to. That is their right. There are ways to counter act this.


• Self-promotion needs to be done right. It's time consuming. The pay off can be minimal or disappointing for the effort invested. It requires good people skills. That's why I have studied it and judiciously tested techniques to discover what really works.


• Other serious problems with PR occur because the typical hypnotist puts out the wrong message overtly. She may just kill interest and desire by following the interviewer's lead and need to explain.


• As PR is becoming more multimedia, media efforts need to reflect that. Just as marketing moves where there is more response, so will PR move where more measurable response comes in.


• Hypnotists like to talk, usually too long and too much. This can be a real problem. PR needs to be handled differently by hypnotists than what the books say in general--and especially for hypnotists so the public responds well. That's what it's about, isn't it?

This acutely shows that PR and media relations are tricky and not obvious. The unique relationship between prospective clients, actual clients and hypnotists is important and can benefit by the proper use of media and PR. Learning and using PR appropriately and correctly as I teach my students how, actually produces better client and business outcomes than lame attempts to educate the public.