Media Relations

Sandeep Rao shares expert insights on PR strategy and media relations, focusing on crisis communication, brand reputation, and building trust in healthcare and aesthetics for business success.

Advancements in the field of public relations (PR) and communications have been significant, driven by technological innovations and changing consumer behaviour. Reflecting on my experience with Metropolis, which grew from one clinic in South Mumbai to a valuation of about Rs 900 crore with 25-30 units today, PR played a pivotal role. Many of us have fielded calls from the media, perhaps about a procedure that did not go as planned, often involving a celebrity or a high-profile individual.

It is a challenging situation, because you are on the spot, trying to maintain your reputation and provide a sensible response.

Nonetheless, knowing how to overcome these challenges is crucial for your clinic’s success.

The essence of PR

PR allows for real-time engagement and provides a platform for businesses to tell their stories directly to their audience without the filter of traditional media. Effective PR strategies not only manage reputations but also leverage media interactions to enhance visibility and credibility.

Media interactions have become prevalent in the current society because everybody is fighting for relevance. And if a journalist comes to you during a crisis, that is a bit of a worry, because they do not know you. It is strongly recommended that you speak to them outside of the crisis as well and give them what they want. Lawyers put their mistakes in jail, journalists put their mistakes on the front page, and doctors put them in the ground. It is therefore our responsibility to make sure our reputations do not end up on the wrong side of the top pages.

For you to effectively manage a good PR and maintain a good reputation for your brand, you must

• Know how to interact with the media: You do not have to share everything with the media. For example, in a study about India being the diabetes capital of the world, no patients were named. Instead, they analysed different cities and discussed how each was managing diabetes. Suddenly, the insulin maker saw an increase in people seeking their solutions. PR highlighted its critical role in enhancing brand reputation amidst the crisis.

• Effectively communicate your solutions: Every doctor likes media interactions because in one way or the other, they help create awareness for your practice and business. In this case, effective communication is paramount whereby you can talk about how your business is helping the common people. For instance, during the COVID-19 outbreak, a lot of hospitals interacted with the media to provide reports of those who were infected. At that point of time, a lot of medical brands did well for themselves, because they were able to communicate to their audience the importance of healthcare.

• Avoid negative publicity: Journalists thrive on headlines. Negative publicity can impact your reputation. For aesthetic practitioners, PR is not just about cosmetic procedures. It is about boosting self-confidence and addressing psychological well-being. Media can amplify your positive impact, but only if they know your story. Build media relations now. Connect with healthcare journalists, share your success stories, and position yourself as a thought leader. Over time, you will see your business grow through strategic media coverage.

Pathway to business growth

Businesses across sectors are increasingly recognising the pivotal role of media and public relations (PR) in fostering growth and enhancing brand reputation. Knowing how to deal with media journalists is therefore important for the success of your business. Media experts make stories, and a crooked nose on an IPL screening will end up becoming tomorrow’s headline. Therefore, how do you grow your business through PR minus negative publicity and image reputation?

• Build trust and credibility: Central to PR’s impact is its ability to build trust and credibility. Businesses, especially in sensitive sectors like healthcare and aesthetics, must engage with the media consistently to shape positive perceptions. You will lose business if your name starts appearing in conjunction with aesthetics – procedures gone wrong. Hence, you must understand how the media works by working with them repeatedly. Share stories of your medical innovation, patient success, and community impact. This way, your businesses can position themselves as trusted authorities in their fields.

• View PR as a long-term strategy: While traditional media remains influential, doctors must recognise the growing importance of digital platforms in modern PR strategies. Integrating these platforms with conventional PR efforts amplifies reach, engages diverse audiences, and fosters ongoing dialogue. Do not use media solely for promotional advertising; leverage it for community engagement and reputation management as well. Every business must embrace PR as a strategic imperative for sustainable growth. If you are not yet involved in any media or PR campaigns, start by reaching out to a trusted journalist or influencer. Align your PR initiatives with business goals, build strong media relationships, and harness digital platforms to lead in the competitive business landscape.

PR as a thriving force

The role of PR extends far beyond managing crises or garnering media attention. It has evolved into a strategic tool for building trust, establishing credibility, and fostering sustainable growth.

For healthcare professionals, particularly those in aesthetics and sensitive medical fields, effective PR is not just about mitigating negative publicity but also about leveraging media platforms to share stories of medical innovation and community impact.

By engaging consistently with the media, businesses can shape positive perceptions, position themselves as thought leaders, and ultimately, drive long-term success. Embracing PR as a strategic imperative ensures that businesses not only survive but thrive in the competitive market, setting a foundation for enduring trust and influence

The above article has been extracted from Sandeep Rao’s recent talk at the Aesthetic Medicine India Conference 2024 in Mumbai.

“Effective PR strategies not only manage reputations but also leverage media interactions to enhance visibility and credibility. ”

About Sandeep Rao: Sandeep Rao, CEO & Co-founder, One Source, is the erstwhile global corporate communication, sustainability, and CSR Director from the house of Wockhardt. He has spent the last 20 years heading reputation building remits for doctors from, and brands such as, Max Healthcare, Apollo Hospitals, Global Hospitals, SevenHills Hospital, Metropolis Healthcare, Neuberg Diagnostics, Medtronic, and more. Sandeep’s work includes the Break Free awareness campaign against tobacco and the News@9 show for Bloomberg, which he anchored. Sandeep oversees all that is reputation building, crises management, and consumer education at One Source the firm, and is the Founding Member of One Source, the 35,000+ member-strong forumt.