Download How to cut it in the media: a PR manual for aesthetic by Tingy Simoes PDF

By Tingy Simoes

Get perception from a widely known PR consultant with large adventure within the Aesthetic Field
The controversy approximately silicone breast implants indicates how emotive a topic a scientific tale can develop into and the way medical professionals can locate themselves on the middle of a hurricane. Written by means of a hugely skilled, well known PR consultant, this guide provide you with a consultant to realizing:

  • Journalists’ motives
  • Press shops and their audiences
  • Proactive and reactive PR
  • How to deal with tricky interviews
  • The hazards of "going public" on a topic

This hands-on e-book additionally highlights how you can maximize strong exposure and confirm reliable self-marketing, quite by using social media. either new and pro scientific and surgical pros, together with nurses and different perform team of workers, will locate this a useful source on handling and combating tricky situations.

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Additional resources for How to cut it in the media: a PR manual for aesthetic plastic surgeons & professionals in cosmetic medicine

Example text

I was aware of test results from the EU but they were made public and had been available online for weeks. I contacted the newspaper, but as it was a Sunday, the journalist wasn’t there. The piece quoted a government agency which had refused to give the information. By now, law firms smelled blood and hit the media both offline and online with a vengeance, calling publicly for these documents to be released. If the results were so incendiary they were being kept ‘secret’, WHAT COULD BE IN THEM!!??

Win/Win. Consider ‘breaking’ news: if you’re the first to deliver a story to a journalist, you can ensure that your views are included. Also it fosters a relationship, which means they can remain involved throughout a project or timeframe and cover developments as they happen. In the case of this new surgical implant, the VC left hurriedly to speak to the surgeon about the importance of negotiating ownership of media communications. As much as he may have liked to work quietly away in his isolated nerd lab, in the age of 24-hour news channels and the Internet, there are no underground bunkers to hide from the prying eyes of the press.

If a poll, it should be questions that haven’t been asked before or are phrased in such a way that they can provide headline-grabbing fodder. Studies and statistics can vary widely from the serious to the trivial (which makes it no less interesting to the press). An article in a medical journal about advances in fat transfer to the breast is as interesting to the media as a poll regarding the ‘best celebrity buttocks’. All that varies is the outlet that you will be pitching this to, which we will cover in another chapter.

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