418

Sunday, April 22, 2007
2:00pm – 4:00pm – 2-Hour Courses

NEW 418 How To Spin It: Making The Media Work For You
Media is strictly prohibited access to this course, as with all teaching courses.
Wendy Lewis**, Wendy Lewis & Company, Ltd. and Michelle Kearney**, Cosmetic Beauty Magazine
Level: Basic                                       Organization: Workshop
This course will enlighten participants on the nuances of working with media.
Objectives:
1.  Differentiate between each category of media that touches plastic surgeons: print vs.      television, beauty and health media, national, regional, local outlets, consumer,      business and trade media
2.  Compare proven strategies for developing long-term relationships with key media and      journalistic objectives, lead times, video and photography needs
3.  Discuss identifying themes for effective pitches and the elements of a successful press      kit

Points Covered:

  • Getting your message across
  • Working with a PR firm
  • Preparing for the interview
  • Pitching trend pieces
  • What goes into a Press Kit (and what doesn’t)

A Media Tool Kit will be given to all participants to implement these techniques into their practice enhancement program.

Wendy Lewis is a consultant to Medicis Aesthetics, Isolagen, and Surgical Specialties.  She has received honoraria from Q-Med Esthetics and is a Partner of MDPUBLISH.  Ms. Lewis is an international consultant and writer specializing in the field of aesthetic surgery, dermatology and cosmeceuticals with over twenty years of experience. She is the author of 9 books including America’s Cosmetic Doctors (Castle Connolly). She is also Editorial Director of MDPUBLISH.COM, which offers quality publishing and printing for doctors, and is a columnist for YOU Magazine and Cosmetic Beauty Magazine. Ms. Lewis writes for consumer and trade media in the US and Europe, including the Financial Times, Sunday London Times, Plastic Surgery Products, European Aesthetic Buyers Guide, Medesthetics. She is frequently quoted by the media in the US and abroad, and has been a course instructor for ASAPS since 2000. Michelle Kearney is the Founder, President, and on the Board of Directors of Bella Media based in Sydney and Minneapolis. She launched the very successful Australian Cosmetic Surgery Magazine in 1998 and organizes the largest cosmetic medicine conference and trade show in Australia. She is the publisher and editor in chief of Cosmetic Beauty Magazine, a consumer magazine with editions in the US and the UK. Her company is a comprehensive marketing, PR and publishing entity in beauty and cosmetic medicine globally.

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