AAA National Office
CommunicationWorks, LLC for Center for Research on Educational Outcomes
Susan Davis International for Institute of Museum and Library Services
Best Media Relations Campaign - Under $50,000
Chins are in! Newsworthy nugget draws lots of press for plastic surgery society
MediaSource crafted a clever campaign around a hot trend on behalf of client the American Society of Plastic Surgeons.
Did you know that chins are a hot trend in plastic surgery?
sure hopes so, as it built a media campaign around that fact on behalf of the American Society of Plastic Surgeons
Each year, the ASPS surveys its members and produces a report on its findings. MediaSource was charged with reviewing the results and pulling out the most newsworthy finding. In 2012, the finding was that chins were in.
MediaSource’s media materials on the subject included press releases, pitches, TV/radio scripts, an infographic, Web chat with a surgeon, video news releases, JPGs, and more.
It also produced a video that ranked the presidential candidates’ chins, which “Anderson Cooper 360” ran in its entirety. (The campaign occurred during political season.)
For “The Today Show,” its pitch showed how host Matt Lauer would look with a different chin. That resulted in a news package on the show.
MediaSource also reached out to specific states where chin procedures were most popular and coordinated interviews for local ASPS members in those markets, as well as targeted media that specialized in health and beauty topics.
Its campaign reached an audience of more than 1 billion impressions, winning the award for Best Media Relations Campaign—Under $50,000 in PR Daily’s 2013 Media Relations Awards.
Overall, cosmetic plastic surgery procedures performed by ASPS surgeons were up 5 percent in 2012 compared with the year prior, helping MediaSource’s goal of promoting plastic surgery and ASPS.
Find out about Ragan and PR Daily’s award programs here.