Case Studies

 

Affinity Public Relations were engaged by Dr Richard Parkinson to increase help increase his media profile and clinic brand awareness. Through a dedicated media strategy we were able to position him as Australia’s leading neurosurgeon.

STRATEGY

  • Profiling Dr Parkinson in various media

  • Story driven content relating to Dr Parkinson’s areas of expertise

  • - Hijacking existing news stories with Dr Parkinson’s expert opinion

RESULTS

Affinity Public Relations was able to successfully gain coverage for Dr Parkinson through focusing on key patient areas – pregnant women, older Australians and sport / fitness professionals and enthusiasts. As a key practitioner for many top tier sports players, we identified a number of current key issues to offer Dr Parkinson’s expert opinion for media.
 
These included the NSW lockout laws and the issue of concussion in sport. Dr Parkinson subsequently received coverage in several top tier Australian newspapers including The Australian, Sydney Morning Herald and the Canberra Times. He has been regularly sought after by media as an expert in sports neurosurgery including interviews on Fox Sports and Sky News. He regularly appears in other sporting, fitness and pregnancy related media.  

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