How to Cut it in the Media: A PR Manual for Aesthetic Plastic Surgeons and Professionals in Cosmetic Medicine, 1st Edition (Paperback) book cover

How to Cut it in the Media

A PR Manual for Aesthetic Plastic Surgeons and Professionals in Cosmetic Medicine, 1st Edition

Edited by Tingy Simoes

CRC Press

120 pages

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Paperback: 9781842145494
pub: 2013-06-17
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pub: 2013-06-17
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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.


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

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


About the Editor

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.

Subject Categories

BISAC Subject Codes/Headings:
MEDICAL / General
MEDICAL / Clinical Medicine
MEDICAL / Dermatology
MEDICAL / Surgery / Plastic & Cosmetic