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 practioner 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 a expert in sports neurosurgery including interviews on Fox Sports and Sky News. He regularly appears in other sporting, fitness and pregnancy related media.