how to grow your private practice with pr

Growing a private practice today takes more than just the basics, it takes a thoughtful, strategic approach that helps you stand out and stay connected in a crowded field.

If you’ve ever felt unsure about how to grow your practice without burning out or constantly chasing new clients, you’re not alone. There’s a quieter, more sustainable way to build visibility and it starts with Public Relations (PR).

When done right, PR can help you build credibility, expand your reach, and form deeper connections, all of which lead to a thriving, sustainable practice.

What PR Actually Means for Therapists

At its core, PR is about building meaningful relationships and shaping how others experience and understand your work, even before they reach out to you. For therapists, this means establishing a reputation based on trust, professionalism, and authenticity. It’s not just about being seen; it’s about being known for something that truly matters to the people who need you most.

Want More Visibility? Get Featured.

One of the most effective (and often underused) ways PR helps is by getting your name out there through interviews, podcasts, or media features. When you’re quoted or featured in reputable outlets, it builds immediate credibility and expands your reach. Platforms like HARO (Help a Reporter Out), SourceBottle, and Featured are great places to start finding those opportunities.

Whether you're breaking down therapy myths or offering practical tools for mental wellness, showing up in trusted media helps people feel like they already know and trust you. And that familiarity often leads to inquiries, referrals, and long-term client relationships.

Show Up in Your Community

Don’t underestimate the power of simply showing up in your community. That visibility creates real connection and long-term trust. Whether you’re leading a workshop, volunteering at a local nonprofit, or speaking at a school event, these moments let people see who you are beyond the therapy room.

It’s a chance to build relationships, not just a brand and that often leads to organic referrals and a deeper sense of belonging in your local network.

Strategic PR Moves You Can Start Today

You don’t need a publicist to start building buzz around your practice. Here are a few PR strategies that are therapist-friendly and doable:

1. Tell Your Story

Stories stick. When you share moments from your journey, lessons from the work (with confidentiality in mind), or even the “why” behind your practice, it helps people connect with you on a deeper level. That authenticity builds trust and makes your practice more memorable.

2. Collaborate with thought leader

Partnering with colleagues, mental health influencers, or even local business owners can help expand your reach. Think guest blog swaps, Instagram Lives, or joint webinars. It’s a win-win for visibility and credibility and you might just build a great professional relationship in the process.

3. Use Social Media Intentionally

Social media isn’t just another thing to manage, it's a way to show up consistently, offer real value, and stay top of mind for the people who need you most. Whether you’re sharing insights, answering common questions, or showing behind-the-scenes glimpses of your work, your voice matters.

Want Your PR Efforts to Actually Pay Off? Try This:

To maximize the impact of your PR efforts, consider the following tips:

• Keep a Gentle Eye on Your Reputation Google Alerts, online reviews, and even casual DMs can offer useful insight into how people are engaging with your practice. Stay curious, not reactive.

• Say Yes to Speaking Webinars, conferences, local panels  are opportunities to show your expertise and connect with potential clients or referral partners.

• Track What’s Working

Look at your website traffic, new client inquiries, or mentions in the media. These metrics can help you understand what’s resonating and where to focus your energy next.

PR Isn’t About Bragging, It’s About Belonging

PR doesn’t have to be flashy to be effective. At its best, it’s a quiet but powerful way to build trust, amplify your voice, and grow a practice that truly reflects your values.

And most importantly, it helps the right clients find you. People are looking for therapists they feel they can trust. Let PR help make that first introduction feel warm, familiar, and reassuring.

Lead with your passion for helping people and let PR be the tool that helps more of them find their way to you.