The charity, which promotes and develops the practise of Interventional Radiology (IR), wants to ‘increase engagement and communication with its clinical peers, alongside the general public’ and is timed to come before the annual conference in November.
IR is a sub-speciality of radiology, which uses minimally invasive procedures, based on imaging such as X-rays, to diagnose and treat diseases.
Consultant vascular radiologist Dr Trevor Cleveland said: 'We believe the time is right for us to increase engagement and communication with our clinical peers, alongside the general public, many of whom are potential patients.
'As a profession, we are aware that there is still some way to go in terms of overcoming the general lack of understanding of the role and benefits of IR, and we hope this new media relations approach will help us to address this.
"The 2012 conference, with a wealth of clinical research and expert medical opinion, provides an ideal platform from which to release a series of new stories to the media. Ultimately, we are aiming for journalists to develop a better understanding of the key issues and clinical development within our discipline.'
Jo Hudson, managing partner at Trinity PR, said as well as promoting stories to the trade and national press, the agency would be guiding their client through a social media campaign, as well as explaining the role social media can play when communicating with a membership organisation.
The Surrey-based agency has also won a retained contract with the Harley Street Fertility Clinic, which is centred on implementing a comprehensive and long-term media plan to raise its profile, establish a press office, manage online and social networking comms.
The brief is also to position the clinic’s founder, Dr Geetha Venkat, an obstetrician, gynaecologist and consultant IVF specialist over 25 years, as an authority in the field.