This page contains a Flash digital edition of a book.
PRACTICE MANAGEMENT | PUBLIC RELATIONS | studies, testimonials, milestones, and


creative story ideas to make it work. It is paramount to maintain a database of patients who have expressed a willingness to be interviewed and photographed or filmed by the media if such a request is made. Local or regional media outlets will usually request, and often require, a local patient to feature in the story who is willing to be interviewed on camera or in print using at a minimum his/her first name, and more commonly, his/her first and last name. Major news outlets, such as the New York Times or Washington Post, may also insist on age, location and profession.


Sending the pitch or release out to media You can use a wide range of newswire services to distribute your press release, varying from free or inexpensive platforms, all the way up to the big leagues including PR Newswire and PR Web. Drafting an effective press release that hits all of your key messages requires experience, and every single word counts. Limit it to no more than a page and a half, double-spaced, and include your professional bio at the end of the release. If you don’t get a response, it’s good to


follow-up by phone a day or two after your initial email pitch. Editors and producers have assigned areas of focus. Knowing who to send your release to is as important as the quality of your press release or pitch. Do your homework and identify the


relevant contacts for cosmetic procedures, hire a public relations professional to develop a list for you or engage the services of a media distribution service, such as PR Newswire (www.prnewswire.com), PitchEngine (www.pitchengine.com) or PRWeb (www.prweb.com). Follow the instructions on these sites for ensuring your release is search engine optimisation (SEO) enriched. When reaching out to traditional print


media, cosmetic surgery-focused stories can be pitched to features, health/science, health/beauty or lifestyle editors. You can


62 ❚


refine your contact list by reading the media you would like to appear in and taking note of the reporters who are covering cosmetic surgery, and health and beauty-related stories. Add these contacts to your list. Television news desks work a bit


differently. Include the general assignment desk in your contact list, as well as the consumer and/or health reporter. From there, build your list by watc h i n g


idea of the interview direction and request the overall line of questioning. Remember, practice makes perfect.


Promote your coverage Once your story has aired or been published, maximise the results by spreading the word via email blasts, web links, blogs and social media channels (Facebook, Twitter, Pinterest).


Where a PR professional can help Media training by public relations professionals


is


invaluable. They can boost your confidence, teach you how not to be misquoted


or Once your story has


aired or been published, maximise the results by


spreading the word via email blasts, web links, blogs and social media channels.


different news segments, and carrying out online searches to see who has covered cosmetic surgeries in the past. An experienced publicist with solid


media contacts and experience working in the medical arena can make things happen that you would not be able to do by having someone on staff fill this role.


Responding to media interest If you receive an interview request, begin mapping out the interview process. Not only do you need to be prepared, but your staff and your patient(s) will also need to be. Ask the reporter to provide a general


May/June 2013 | prime-journal.com


quoted out of context, polish your interview skills, and conduct practice interviews. They can help you relax on air, show you where to look when the camera rolls, help you maintain a steady voice, even during a hostile interview, and can give you guidance on what to wear for


maximum impact. If you are handling your public


relations in-house, you will not have the time or expertise to follow-up to the extent that is required to generate maximum coverage. Enlisting a professional public relations consultant or firm with current connections to the specific media outlets you are targeting can take your platform to the next level, generating awareness and helping bring about a new patient base. Regardless of whether you manage


your own or outsource it, public relations is a powerful tool to spread your message, whether you’re reaching regionally, nationally, or globally.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76