I recently came across an advert in the October / November 2013 issue of PMFA News in which showcased several publications by CRC Press. How to Cut it in the Media: A PR Manual for Aesthetic Plastic Surgeons and Professionals in Cosmetic Medicine, being one of several books listed, caught my attention as I handle public relations for the American Society for Laser Medicine & Surgery, Inc. (ASLMS). The author, Tingy Simoes, commented on the book’s intended audience: “It was originally written for any clinician really. It is quite specialised toward aesthetics.
The content is particularly geared toward reconstructive procedures but it applies to all areas of health care.” As a non-physician with a background in public relations, I was able to pick out several pieces of information that I could apply to my everyday activities. The book offers useful insight to just about anyone in the health care industry who has contact with the media. The book includes topics such as the advantages and disadvantages of speaking to the press, the differences between reactive and proactive public relations, how to identify what is newsworthy and what may not be, the ins-and-outs of interviewing, and how to successfully pitch to journalists.
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. When explaining how public relations fits into the marketing mix, Simoes writes, “You see an attractive woman at a party. You go up to her and say “Hi, I’m great in bed!” This is Direct Marketing. You see an attractive woman at a party. You befriend people she trusts, take them out to dinner and convince them to talk to her about how great you are in bed. This is Public Relations.” “It was written to be a lighthearted read and meant to be written in a, hopefully, chatty style. I would consider it a lightheartedly useful yet practical book. There seems to be a massive lack of practical books out there. I haven’t come across another PR manual for doctors yet,” said Simoes.
Having read the book, I would recommend it to anyone working in or around public relations within the realm of health care.