The Seven Deadly Media Sins

Over the past 20 years or so, my public relations firm has worked extensively in the plastic surgery industry alongside other business industries. During that time, we have placed many physicians on television. Now, with the popularity of shows such as Dr. 90210 and I Want a Famous Face, more physicians than ever are enjoying Andy Warhol’s “15 minutes of fame.” However, when the media’s huge appetite for plastic surgery stories is combined with surgeons who have been trained to perform surgery rather than act, the results can sometimes be less than enjoyable –or expected- for the reporter or producer and for the physician. These are real stories based on real-life incidents retold to me by members of the media about surgeons with whom they have worked. (Not surgeons that I have worked with.) I can hear you saying, “I would never do that!”-but these surgeons did. You probably don’t even know who these surgeons are-or do you?

1) Don’t change your surgical techniques midstream. Whereas learning new techniques and surgical skills is a must for any surgeon, practicing those new skills for the first time is generally daunting to most-and it is not something you want to do on national television. Luckily for Dr. X, this was something he learned during a taped interview rather than a live one. While filming a segment for a national television show, Dr. X-who was demonstrating a new facelift technique-commented while a patient was bleeding profusely, “I usually don’t do it this way. I just learned this technique last week.” The producer was ready to pack up his equipment right there and then!

2) Make sure your equipment works. This holds true for any new equipment purchases. Recently, a Chicago-based producer told me about a surgeon who had bragged about being the “only” surgeon in his area to obtain a new laser for liposuction. Of course, the producer wanted to have the surgeon on his show as soon as possible-but he didn’t expect that the surgeon would not have at least tried the laser a few times before going live on the morning news. It turned out to be a complete mess because the laser was not working properly, replacement fibers were not available, and the surgeon did not have any patient testimonials of his own yet. Not only did the surgeon look completely incompetent on the air, he also jeopardized the opportunity to ever be invited back on the television show again.

3) ”Let me do that shoot again, please.” A rather handsome, suave, and debonair young surgeon has really been enjoying the media attention he has received since relocating to Beverly Hills, Calif-so much so that he believes he is not only the “star” of the show on which he appears, but also it’s director. Recently, a producer friend of mine told me “that” was the last time she would work with this man. Apparently, the crew spent more time reshooting the surgeon at various angles so they could get his “good side” than they spent actually filming the patient and the procedure. While all of us want to look our best, especially because the camera is generally not kind, remember that the purpose of the shoot is to gain valuable media exposure for your practice regarding your surgical skills-which are shown through patient results. If you would prefer to spend more time telling notable movie producer Cecil B. DeMile that you are ready for your “close-up”-as actress Gloria Swanson did in the movie Sunset Boulevard – you might want to consider switching careers.

4) Nod, nod, wink, wink- keep it to yourself. When you invite a television crew into your office to film a procedure, remember that they will walk away with more than a glimpse into your life. Ensure that they leave with a true picture of you, your core values, and your professional expertise. That includes not flirting with the reporter. No matter how innocent a joke may seem, in this day and age it can easily be interpreted as a form of sexual harassment that might not necessarily land you in hot water, but will seriously harm your reputation. And trust me, on this front I have heard it all: From the producer of a national morning show who, after flying from New York, elected to permanently shelve a 4-hour facelift shoot and then added the surgeon’s name to an internal blacklist for others to see; to a female staff reporter for an internationally televised entertainment show who almost filed a lawsuit against the show after filming a breast implant story, during which the surgeon repeatedly made silly jokes and off-color remarks. Remember that no matter how casual and friendly members of the media seem, they are doing a job. It is always better to keep things professional.

5) Is the patient really a patient? Marketing 101 teaches us to find out who our competitors are. In the realm of plastic surgery television shows, not only do your competitors know who you are, they also know who works for you. A successful Miami plastic surgeon who was scrambling to find patient for a story on fat injection to the hands for the local ABC affiliate innocently thought, “Oh well; we will just use Jane, our office manager. She’s a good candidate for this procedure.” And she was! Her hands looked fantastic afterward. However, when the story aired during a news program later that week; an extremely jealous competitor called the station manager questioning the surgeon’s integrity and stating that viewers should be made aware when a surgeon uses his or her own staff members rather then unbiased patients to show the results of his or her work. All I can say is that the surgeon was never invited back on that news program again.

6) Mum’s the word. Don’t be a gossip! Although I am glad to say that this is not something I hear often, I have heard and witnessed it firsthand. Don’t gossip about your competition to a reporter! Please remember that when a television crew or writer from a newspaper comes into your office to interview you, they are also-and always- on the look-out for other stories. As friendly and innocent as they appear this is still a business situation, and sometimes getting the “scoop” or “dirt” on another plastic surgeon can make for a great future story. I’m a firm believer that what goes around comes around. So, as tempted as you may be to divulge a little tidbit of information that may make you appear to be “in the know,” remember that someone else might be just as tempted to reveal a little something about you.

7) Who’s the Diva now? We all know who the divas of the television talk shows are. However, the aesthetic industry has a few divas of its own-men and women- who have upset quite a few reporters and show hosts in their time. One particular Dr Diva always seems to think the show will wait for him. Believe me when I say it will not. You must make it to the show on time, and allow yourself ample time to find a parking spot or the limousine drop-off area. Another Dr Diva believes she has every right to share make-up artists and have the luxury of several wardrobe “try-ons” before sitting down for an interview. Nope. That is not the case. I encourage you to bring an extra shirt or blouse, or suit jacket, in case of accidental spills, but you should arrive in what you expect to wear on the show. And please do you best to act and look like a surgeon.

Interview with PSP Insider

I was recently interviewed by a magazine called PSP Insider. They asked various questions about being a PR Expert that I thought you might find of interest as follows:

What Techniques do you use to ”plant” stories in prestigious media outlets?
I have been involved in media relations for over 20 years. While I rely on our media contacts to help determine the validity of a story or pitch, I also keep a keen eye on the market and can generally assess trends before they happen. This keeps my firm on the cutting edge of news and has made us a direct and qualified resource to media across the nation and around the world

How do you come up with ideas for your marketing campaigns?
I treat each client as a completely individual business, not just another plastic surgery practice. Everyone has a story to tell, and it is up to my team to help a client determine what that story is. Some of our medical clients are involved in research or clinical studies and reach out to TPI because they are aware of the value of what they are doing. Others know they require PR and marketing assistance and need us to help them determine, set and reach their goals. We do this by reviewing all past marketing efforts, discussing goals and expectations, meeting with staff, and analyzing local demographics when necessary. This allows me to provide a critical review to the client so that my team and I can initiate a well-designed and thorough PR program.

What are some things that business owners should not do that would negatively affect their practice growth?
Do not become or remain stagnant in their approach to growth. Most small business owners spend more time working “in” the business (paying bills and dealing with staff and equipment issues), rather than working “on” the business (setting goals, creating market share, and developing ideas and alternate revenue sources). Another thing I see business owners doing is spending money on things that have a slow return on investment. For instance, buying paid television advertising rather than PR is often a waste of time and money. By the time a television commercial has been created and placed on the station during peak viewing hours, they may find that they have spent thousands of dollars (and hours) with little response. However, a PR Expert could have them placed on several top news programs in the same amount of time and with far greater consumer response.

Making Your Business News Worthy!

The art of being a great PR manager is having the ability to find news in the smallest and most obscure places. For some of us, this “art” has made us a good living. In my opinion, news is everywhere. You just have to know where to look. And once you find it, you have to know how to cultivate it, package it and pitch it.

Now finding news in your business is up to you to create it. You might create it with a new product launch, a new application, developing a new procedure out of an old one, a new hire, a company move, a fund raiser or event, a philanthropic donation. There are a million ways to create media awareness for your business.

Finding the news is usually something we can all do. Developing and communicating that story is often the tricky part. I have a PR system that works for my clients and my business and I hope that this system will work for you.

1. Generally your first communication with a reporter is either through a press release, an e-mail or a phone call. If you email or call first, the reporter will most likely ask that you send a press release. I always write and hone my press releases first to make sure that I am prepared. Once you are a media pro and have developed tons of media contacts it is easier to just pick up the phone. However, until you have developed that trust and rapport with the press, stick to the basics. Produce a well-written, interesting and timely press release. Your press release must have a catchy headline, should be double-spaced and not be more than two pages in length. Also make sure to date it and have your contact number.

2. If you haven’t already built a targeted media base, then you must do this. Depending upon the type of press you want to obtain, this list can be made up of all local and national contacts. Some stories are great for TV because they provide a visual. If you think that your news story is of a visual quality, then try to get it on your local TV. If not, you might be better of sticking to print, radio and internet media.

3. Once you have developed your media target list, send the press release. In this day and age, I still send snail mail, as well as email. That way you can be sure to have reached all of your targets. Do your homework too. Don’t just send your press release to any editor at the local newspaper. Find out which editor or writer is most likely to find your story interesting. If you are a sportswear company, send your release to the Sports and the Lifestyle sections of the paper. If it is a health story, send it to the Health editor, etc.

4. When you first begin to contact the media, it is always good to go at it with the concept of developing relationships. You will find that the media can be your best friend if you provide them with good, up-to-date ideas and stories that help increase the ratings and readership of their respective outlet. You should also be aware of just how they work individually. For instance, one of our media contacts at KTLA TV in Los Angeles starts her day at 3 a.m. By the time we arrive to work at 8.30 a.m she is already out on location doing her show. Therefore, we have come to understand that she likes to receive all of her pitches in a Media Kit. The Media Kit should include the press release, any photos, brochures, samples, etc. She likes this kit to be sent via Federal Express. That way she knows that it is important. By doing things their way, you are stating that you understand that their time in valuable, and letting them know that your product/business is important enough to package to them in a way that will get their attention.

5. After you have written your press release, developed your media target list, compiled and distributed your materials and media kits, next comes follow up. It’s nice to think that the minute your press release or media kit arrives on a reporter’s desk that they will instantly call to interview you. It generally doesn’t happen that way. You have to call them. So be prepared with a bulleted pitch that outlines your key message points. Be certain to state your name, company and phone number twice if you reach voice mail.

6. If you are able to get a reporter or producer on the phone, introduce yourself and your company fully. Ask if this is a good time to talk. If you have talked or worked with them in the past, remind them. If you just saw a show or read an article that they wrote and you genuinely enjoyed it, let them know. Again, this is the basis of creating a relationship. Do not, however, sway away from the purpose of the call by making too much small talk. Then get right to the point of your call. Be prepared with what you are about to say. You might want to practice on a co-worker or in the mirror a few times before calling.

7. Follow up is always the hardest thing for any PR manager to do because it takes time, commitment, perseverance and, most of all, persuasion. Oh, the powers of persuasion. We have all heard it. At our agency we time activate our calls. Our system is such that within days of a mailing going out, if we have not heard from the press, we begin follow up. Our data management program is set so that a manager can go directly to the day’s scheduled phone calls, pull up the press release and script and begin to call. This is vital to the success of your PR program because managing your media contacts, leaving messages on voice mail, being persuasive on the call, scheduling to call them again in the future, all takes organization and commitment. Be certain that you and your team are doing this effectively.

8. Another effective method we use in our PR system is desk side briefings. Plan a day where you can schedule time to go to the offices of your local press contacts (we even do this with the Beauty Editors in New York) and sit down with them for 15 minutes. This gives you the opportunity to meet face to face (put a face with the name), personally deliver your Media Kit, discuss upcoming stories and ideas that might pertain to items already on the editorial calendar and develop a relationship there and then. For some, this kind of media networking is difficult at first but is well worth the time.

9. An event is always a great way to obtain a media presence and news coverage. We have a PR system for hosting an event. It starts with a Fact Sheet, Media Brief and a Press Release. Be certain to schedule these items well in advance of the event to make sure you get your company listed in local calendar schedules, to attempt to get pre-event coverage, as well as on site and post-event coverage.

10. Lastly, this is where you start all over again. Creating news coverage for your business should be an on-going activity within your company. If you develop your strategy, coordinate your events and activities and time activate your press release and follow up, you should be able to garner priceless media coverage for your business for years to come.

Marketing Begins with "Vision"

Results PR and Marketing Begins With “Vision”

If you are looking to “sell” your products or services through advertising, brochures, newsletters and PR, a successful result begins with more than just a good marketing strategy. It begins with a mission statement for a business and what I call a “vision.”

Creating a vision is a process to help you understand what it is that gets you out of bed each morning. Creating a vision is unique to every person. For some people it means building a bigger and better business; for others, the goal is to have the resources to allow more time off with friends and family. Once you identify your vision, it is important to share it with your staff so that the marketing becomes a team effort. Once your staff understand your vision, it will give them a sense of purpose and enable them to participate.

Tried, True Techniques
Whatever your vision, there are widely accepted marketing tools to help you reach your goals, here are a few suggestions:

- Good advertisements contain two elements: branding to convey the right message and a call to action to make the phone ring,.

- Your web site should be eye-catching, easy to locate and include options for customers to contact you via phone and email, as well as to subscribe to an electronic newsletters. A Web site should be more than just a shop window

- PR is the most credible and cost effective way to build a business. PR presents a higher image and lets you reach a more diverse target than advertising. It may not reach people as instantaneously as advertising and a story may be delayed because of other news. However, once the article or TV spot airs, you are perceived as “the best” at what you do because news story are more persuasive than straight advertising, and offers an endorsement not attainable through advertising.

- Other marketing tools you can offer includes brochures, newsletters, flyers, etc. and a message-on-hold system..

Now, in my opinion, all of these are necessary and none are more important than the other. It is just a matter of coordinating them in an effective and affordable way. My 7 Phase Business Building and Marketing System starts with Vision as it is the key ingredient to developing a successful business because it gives you a start and an end point.

Publicity, Productivity, Profitability

Publicity has fast become the most sought after form of promotion as the medium of television and print is proving to be a priceless source of free advertising. Publicity equals productivity and increased business profitability

With the media’s ever-increasing influence on public opinion, many business owners have discovered that publicity is a more discreet, credible, and effective way to increase customer awareness. It can help you take your business to the next level.

In most cases, a third-party endorsement from a reporter is as valuable as gold among the general public. You are perceived as the local authority and the foremost expert on the subject for which you are being quoted. Even if two sets of credentials are perfectly matched, it is the newsmaker that is viewed more favorably than the one who lines the advertising pages. Both are paid promotions, but the public has a tendency to distrust advertising, while they often believe what they see on TV and read in newspapers and magazines.

I have found over the years that most business owners have a different view as to how they want to be presented to the press and how the press responds to public relations efforts differs from state-to-state. Public relations tactics that might work in Los Angeles and New York, don’t always work in Chicago and Georgia. A savvy PR person will determine what is unique about you, your business, and how best to package you to the media.

While you are busy earning those dollars, you want to make certain that those dollars are stretched as far as possible when it comes to business promotion.

There are many ways you can obtain publicity. A new, proven surgical technique or skin enhancing treatment are always looked upon favorably by the press. Also, a consumer book, community speaking engagement, a public safety issue, new ways to make money or an industry trend are likely to secure valuable media exposure. Good PR brings with it a higher level of consumer awareness. It will also your existing customers that they made a good choice selecting YOU.

One of our client’s main goal was to place information about their new surgical technique into the hands of the most powerful in the business: Beauty Editors of national women’s magazines. Knowing that they were competing with Industry Goliaths, we chose to embark on a campaign that would stand out from the many stories these editors receive daily. We chose to hold a press conference in New York City that would not only offer products and hands-on demonstrations, but would also educate reporters on the science behind the technique. We designed a hand-made invitation that was personally delivered with a single fresh rose to each beauty contact in New York. By adding this simple, yet intimate approach, we were able to convince seventeen of the top beauty editors to take time out of their hectic schedules to attend this event. Of course we had to convince them that this new technique was worthy of a mention, however, all of them said it was the personal touch that motivated them to attend the event.

Of course, publicity is not the sole ingredient in a marketing campaign. A steady mix of all aspects of marketing is the key to ultimate business success. Publicity, however, often plays a strong role in creating consumer awareness, brand recognition and customer demand.

Who goes there?
While most people agree that publicity is a smart, image-building tool, it is commonly disputed as to whether you should pursue your own PR efforts, hire a PR professional, or appoint an office manager to handle the task.

Securing publicity involves a dedication of time, thoughtful planning, a unique concept, well-written press materials and contacts. Most news coverage is not by coincidence. Publicity is a detailed process aimed at attracting new business. I’ve had many people approach me and cynically tell me that securing media attention is a hopeless endeavor in their town. Their own PR efforts proved fruitless, and they can’t quite figure out why.

There are several reasons:
1. It is often impractical to seek publicity for yourself (although many of those we have trained in our studio in recent months are doing a good job of it on their own.). Most of the reporters we deal with are used to dealing with PR agents than heads of companies.
2. An office manager already has a full-time jobs keeping the business running smoothly. They will resent being given added responsibility that is out of the realms of their expertise. In addition, they generally do not have industry knowledge or understanding of the special media skills required to successfully generate publicity for the business.
3. Successful marketing is a full-time commitment requiring a consistent effort, not something that can be implemented every now and again.
4. Press materials must generate excitement and be concise. Although a CV is great to use as back-up, a brief bio will suffice. As most reporters generally give you about 10 seconds of their time, brevity is always best.

PR Professional Versus Publicist
Tom Cruise has a publicist because he is a movie-star. If you decide to take the PR path, you want to make sure you are hiring a PR professional that is going to view your business as an enterprise that must uphold a flawless reputation. Publicity does not happen overnight. It generally takes a couple of months before it begins to snowball. Be certain to hire a PR agent who understands your business and your company goals. You don’t want to spend the first few months of a retainer educating your PR person on the intricacies of your specialty. Here are a few questions you can ask:

1. Ask the agency to show you magazine clippings or TV interviews of stories they have placed.
2. After explaining what you do, ask them how they would promote you? What ideas have they gleaned from your conversation do they consider you newsworthy?
3. How many placements/interviews can you expect within your first year? If they cannot answer that, ask how many placements a typical client averages?
4. Who will be working on your account? Will it be the person selling you on the company, an account executive or an intern?
5. How often do they send new press materials out?
6. Will you be able to proof and approve press materials before they are mailed?

If an agency/PR professional is an established business with a proven track record, good references, and whose personality and ideals meet those of yours, you are most likely to embark upon a successful campaign and increase the bottom line.

Enjoy the Ride!

I'm going to be on Television...Now What?

I have provided public-relations services to plastic surgeons and other aesthetic medicine practitioners for over 20 years. During that time, I have come to realize that if a surgeon (or any business owner) is thrown into an interview “hot seat” unprepared, he or she may just get burned.

As many will agree, not a day goes by without the appearance of a news report regarding a new-or sometimes old- surgical technique or a patient’s personal story in the local or national media. As aesthetic surgery continues to grow in popularity, the news media’s demand for reputable and well-prepared experts in the field will also continue to increase.

To ensure that you are among those to whom media representatives run for advice, you must make sure you are properly prepared for a television interview. Here are some tips to help you stay ahead of the competition and keep up with an ever-demanding news media.

Getting Started:

Be an expert. As a media resource, you must be the expert that consumers expect you to be. More than likely, you are being interviewed because you have exceptional knowledge and authority in a particular area or field. Therefore, a television interview is your opportunity to project yourself in a confident and professional manner.

As the interviewee, it is your job to provide viewers with expert knowledge and guidance about your area of expertise. The press, if used correctly, is an incredible tool that will help your practice grow at an incredible speed. If it is not handled properly, it will have the opposite effect.

Be selective. Some people who have the opportunity to appear on a television show are often dazzled by the prospect that in some miraculous way they will find fame and stardom. When my firm works with television shows in the entertainment industry, it is always our goal to create segments that will educate viewers and help them to perceive our clients as experts who can enable them to make better, more educated decisions about their surgical choices.

However, not all television shows will benefit your practice or are worthy of your presence. If a program is seeking a “freak show” element, or something overly sensational, we will often decline the interview.

Have a clear plan. To ensure that you are able to educate the audience efficiently, you must understand the reasons why you are being interviewed. Make sure that you and the show’s producer have clearly established what will be discussed during the interview.

Determine in advance three to six clear points that you would like to convey, write them down, and plan to include them during the interview. If possible, give the reporter a list of your key points in advance. Having a clear plan will help you keep your objective during the interview.

Do your homework. Take advantage of any time you may have before the interview, and do your homework about the show on which you are about to appear. If possible, watch the show and learn the format. This way, you will be able to anticipate how long your interview will last as well as how much time you will have to get your key points across.

While watching the show, you should be “preinterviewing” the interviewer. Get a feel for the reporter’s interview style and how he or she asks questions. This will guide you in knowing how to format your response to each question you are asked.

Also, by viewing the show before the interview, you will be able to see whether the interviewer tends to be aggressive so that you will not be caught off guard during the interview. For instance, Ellen DeGeneres always plays some kind of word game or mind game with guests who appear on her program.

Prepare your responses beforehand. To better prepare your answers for the interview, pretend you are the interviewer. Anticipate the questions that he or she may ask you about the topic, and decide how you will respond.

Pay close attention to potentially sensitive areas. Anticipating these areas will prepare you for opportunities to finish a negative question with a positive answer. You do not have to be afraid of mentioning the negatives, but always stress the positives.

Practice, practice, practice. Once you have predetermined the questions you might potentially be asked, there is no reason to enter an interview situation “cold turkey”. Take whatever additional time you have before the interview, and rehearse.

Although you may be confident about the key points you would like to communicate, you may find yourself out of your comfort zone once the lights flash and the camera starts rolling. Rehearsing with a friend or a colleague and having him or her ask you questions will better prepare you for the actual interview.

While rehearsing, be aware of answering questions too technically. Remember, as an expert in your field, your overall goal is to educate the audience-in this case, the general public or the consumer. Although you have a complete understanding of what you are explaining, remember that this is news to the viewer. Speak clearly, and define what you mean. Avoid using medical jargon whenever possible, and try to use words that will simplify your message. You don’t want to confuse the audience in any way.

Your message is not only what you say, but how you say it. Therefore, practice responding to questions in front of a mirror. Pay close attention to your facial gestures as you talk, as well as your hand and body movements. What you think looks natural may come across as awkward and may be distracting to the audience during an interview.

On with the Show

Dress appropriately. After doing your homework, you are ready for your interview. Before you leave for the studio, make sure you are dressed appropriately. You are being looked to as an expert in your field, and you need to look the part. Dressing appropriately will help the audience take you seriously.

If you are being interviewed in a television studio, dress professionally. Stay away from busy ties and bright clothing, which may distract the audience. The best clothing choice for men during a television interview is still a conservative blue or gray suit and a light blue dress shirt. Women should wear a similarly conservative suit or dress.

I also suggest that you bring an additional change of clothes. One of my clients spilled coffee down the front of his shirt while waiting in the green room of NBC-TV’s Today show minutes before he was due to go on. Luckily, he had a fresh shirt with him that he could easily change into. Also, men should be shaved and have a good haircut.

If you are being interviewed in your office instead of a television studio, you should dress like the surgeon that you are. Generally, you should wear your lab coat (preferably with your name professionally silk-screened or embroidered on it) or physician scrubs. Although you may think this is your one time to shine and would like to wear your new designer suit, that would look unnatural-except during a consultation interview.