How to Cut it in the Media: PR Handbook for Aesthetic Medicine Professionals PDF

Introduction

A DECADE IN THE LIFE OF A COSMETIC SURGERY PUBLICIST

It's diffi cult to encompass just how much the industry and people's expectations surrounding cosmetic surgery and aesthetic treatments have changed in the last ten years. But I'm sure that most practitioners, publicists (and the public itself) would agree that there's clearly been an increase in hysterical reporting in the consumer press, with journalists on a never-ending quest for what's new, sexy, lurid and bizarre.

Some people in our industry may recognise my name, possibly because it's rather odd, but also because they know me as the publicist for organisations such as the British Association of Aesthetic Plastic Surgeons and the British Academy of Cosmetic Dentistry, although I have worked on both sides of the Atlantic. Over the last decade my team and I have also helped launch a wide range of now-recognisable brands including lasers, skincare products, medical devices and even implants.