Name: Isabel Griffith, AE, RL Public Relations (New York)
Placement: Telemundo's Al Rojo Vivo, May 4, 2011
Pitch timeline: Three weeks
Who is your client and what are its media goals?
Yager Esthetics is run by New York board-certified plastic surgeon Dr. Jeffrey Yager and serves the Hispanic community in the area. We were brought on last summer to raise its profile with regional Hispanic outlets, but we also found success with both New York-specific and national beauty and lifestyle press.
What made Al Rojo Vivo such a good target? How did you pitch the producers there?
Al Rojo Vivo is a news-magazine show much like Nightline that airs nationally and internationally. It's hosted by María Celeste Arrarás, one of the US' most high-profile Hispanic newscasters, which made it a great target.
We had a relationship with the producers there, but in this case they came to us after seeing Dr. Yager profiled in a New York Times story we had worked on that focused on all types of ethnic beauty ideals.
The original Times placement was English language and general interest. Did you have to adjust messages or preparation for Al Rojo Vivo?
We're primarily a Hispanic PR firm and our agenda is always to push Hispanic-relevant stories, regardless of outlet. So we didn't have to change our strategy, but we did message-train Dr. Yager and one of his patients who appeared on air with him. We also handled the logistics when a Telemundo crew came to Yager Esthetics to film Dr. Yager in surgery, along with providing before and after pictures.
What was the hit's impact?
The segment aired not only on Al Rojo Vivo, but was re-shown on Telemundo's national nightly newscast. The placement caused emails to Yager Esthetics to soar tenfold, while phone calls also rose dramatically - all of which led to 50 new patient appointments in just a few short weeks.
The entire company watched the segment and cheered, so Yager was pleased with our work and extended our contract.