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American Association of Clinical Endocrinologists

Challenge

Educate the public through the worldwide news media about recently revealed dangers of the black market selling of human growth hormone. At the same time, focus on the benefits of a qualified medical doctor’s management of patients in genuine need of growth hormone.

The William Cook Public Relations Agency scheduled a press conference in New York City, available to a wide range of national and international press, to inform the public. Al Rothstein Media Services, Inc. was called in as media placement specialist by the agency to secure media coverage.

Process

As a team, we developed a strategic plan to attract the media. Part of our plan was a comprehensive media resource kit to send to reporters all over the world. Through our research, we discovered how human growth hormones can affect virtually all segments of society. We also learned which reporters would most likely cover the story. This allowed us to effectively sell our issue to all types of reporters, particularly health.

Results

Reuters, AP, UPI, Los Angeles Times, New York Times Syndicate, WCBS TV, CBS Radio, NBC Overnight, Hispanic Media, and local affiliates either covered the press conference or conducted separate interviews with AACE spokespersons.

AACE was deluged with interviews scheduled from a day before the press conference to two weeks after. AACE received invaluable publicity in its efforts to educate the public about the dangers of black market growth hormones and the benefits of physician-managed use of legitimate medicinie, fulfilling its mission beyond expectations.