ABSTRACT
At their most basic, aesthetic professionals (whether clinicians such as doctors, surgeons, dermatologists, nurses, dentists or clinic and hospital owners/managers) can be divided into two types: (i) those who actively seek to interact with the mediawhether to advance their own profi les or generate business-and (ii) those that feel the limelight is thrust upon them in spite of their wishes or inclination. They see the press as a ‘necessary evil’ and mistrust journalists. Either way, to ignore the power of the press in today’s media-led society is foolhardy. This handbook will provide the tools and insider knowledge to take ownership of your PR endeavours, in whichever of those camps you consider yourself to be.
