1st Edition

How to Cut it in the Media
A PR Manual for Aesthetic Plastic Surgeons and Professionals in Cosmetic Medicine

Edited By

Tingy Simoes

ISBN 9781842145494
Published July 18, 2013 by CRC Press
120 Pages

USD $66.95

Prices & shipping based on shipping country


Book Description

Get Insight from a Well-Known PR Advisor with Extensive Experience in the Aesthetic Field
The controversy about silicone breast implants shows how emotive an issue a medical story can become and how doctors can find themselves at the center of a storm. Written by a highly experienced, prominent PR advisor, this manual provides you with a guide to understanding:

  • Journalists’ motives
  • Press outlets and their audiences
  • Proactive and reactive PR
  • How to handle difficult interviews
  • The risks of "going public" on an issue

This hands-on book also highlights how to maximize good publicity and ensure good self-marketing, particularly through the use of social media. Both new and seasoned medical and surgical professionals, including nurses and other practice personnel, will find this an invaluable resource on managing and preventing difficult situations.

Table of Contents

Botox Babylon
Why Talk to the Press? What Do We Mean by Public Relations (PR)? Reactive PR
Proactive PR
What Is Newsworthy? Knowing Your Audience
Tools of the Trade
Pitching to Journalists
Interview Techniques
Social Media

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Tingy Simoes is owner and MD of Marketing and PR agency Wavelength Marketing Communications and has extensive experience from the world of PR for medical professionals in both the UK and the USA.


The book is packed with side notes, case studies, and bright ideas that you might consider when implementing your public relations strategies. Moreover, it is not only insightful but truly entertaining. Catchy phrases and fun analogies are scattered throughout the publication. Having read the book, I would recommend it to anyone working in or around public relations within the realm of health care.
Matthieu Vollmer, Marketing & Communications Co-ordinator, American Society for Laser Medicine & Surgery, Inc. (ASLMS), The PMFA Journal, volume 1 issue 3