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Mikey's band hits a PR high note
There is enormous uncertainty about what weight loss surgery is, how it is done, what it costs, whether it works and the overall safety profile.
One effective way to personalise community education campaigns is to deliver mesages via a credible celebrity with a high national profile - Mikey Robins.
Since August 2006, Palin consultants have been working closely with Mikey, his management and various surgeons to help raise awareness about the adjustable gastric band thorugh his personal experience.
Mikey helped briefed a range of media outlets (including Channel 7, Slimming and Health magazine, NOVA FM radio) on the eve of the International Federation for the Surgery of Obesity (IFSO) Conference in Sydney in late August 2006. He also travelled to Canberra to help promote a patient information night through a feature story in the Canberra Times and various radio interviews.
Journalists have the same misconceptions as the general population, and their training encourages then to find personal angles that help explain complicated stories, that's why working with a celebrity like Mikey can work so well in some circumstances. |
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