Getting great media bookings for our clients fuels us … it’s why we do what we do. We pride ourselves on our ability to create, pursue, and secure media opportunities–whether it is the front page of The New York Times or a client’s first TV segment … Here are a few of our finest campaigns.
BEFORE: Emmy Award winning talk show host Montel Williams had worked with every PR firm under the sun during his 22+ years in the public spotlight. So when Montel sought new representation, it’s fair to say he had plenty of choices. After a competitive bidding process, Montel chose LUCID because he needed an adaptable team that could devote the necessary time and attention to his diverse business ventures and philanthropic pursuits.
AFTER: To develop a hands-on understanding of Montel’s multi-faceted work, LUCID’s Managing Partner Jonathan Franks joined him on the road for three months—epitomizing Team LUCID’s unique level of care and diligence. First, LUCID identified the common thread in Montel’s various business and philanthropic pursuits: his commitment to a healthy, active lifestyle. To promote this brand, LUCID targeted media outlets where Montel could position himself as a representative of healthy living, including KTLA, KCAL, and CNN. These TV appearances helped to remind viewers why they had invited Montel into their homes in the first place. Another aspect of our work with Montel involves safeguarding his reputation. Needless to say, Montel’s public persona makes him vulnerable to “gotcha journalism” and unscrupulous criticism. In these instances, LUCID works closely with media outlets, as well as Montel’s management and legal teams, to correct the record and remove inaccurate stories.
DR. JOHN KENNEDY
BEFORE: Cardiologist, author and speaker Dr. John M. Kennedy hired LUCID to publicize and arrange media placements for his new book, The 15 Minute Heart Cure: The Natural Way to Release Stress and Heal Your Heart in Just Minutes a Day. Drawing from his experience as Director of Preventative Cardiology and Wellness at the Marina Del Rey Hospital, Dr. Kennedy created the B-R-E-A-T-H-E™ Technique, combining guided visual imagery with controlled breathing to help users de-stress in 15 minutes. LUCID’s press materials heavily emphasized Dr. Kennedy’s BREATHE Technique. We pitched this catchy acronym far and wide, reasoning that everyone can benefit from a quick, at-home solution to stress. TV producers quickly embraced the BREATHE Technique.
AFTER: Dr. Kennedy was featured nationally on The Dr. Oz Show, World News with Diane Sawyer, PBS, Discovery’s “Life or Death,” and Extra’s “Lifechangers”; and in local news outlets including KABC, KCAL, Fox 11 News, and Boston’s Fox 25 News. He was also the most frequently featured guest on the internationally syndicated CBS show The Doctors during their 2010 season. Dr. Kennedy and his BREATHE Technique also appeared in numerous print outlets, including First for Women, The Advocate, Health Magazine, and Real Simple Magazine; and online in MSN’s Today Health, Everyday Health and CBS Los Angeles. Our relationship with Dr. Kennedy continued long after his book publicity tour was over. We monitored the news for stories in Dr. Kennedy’s area of expertise. For example, when Dr. Conrad Murray went to trial for his role in Michael Jackson’s sudden death, we placed Dr. Kennedy on Anderson to discuss correct uses of Propofol and demonstrate the proper CPR technique. These media placements resulted in business deals with Fortune 500 companies, a new book deal, reality TV offers, paid speaking engagements, and recurring guest appearances on national TV programs.
DR. SOROYA BACCHUS
BEFORE: Dr. Soroya Bacchus is a triple board certified psychiatrist in Los Angeles who specializes in psychosomatic medicine, addiction medicine, and pain management. When Team LUCID first met Dr. Bacchus, she was working in a small Torrance office and wanted to grow her practice by attracting new patients. LUCID developed a two-fold strategy: 1) expand Dr. Bacchus’s network of referral sources and 2) position her as a leading expert on mental health-related issues.
AFTER: To expand Dr. Bacchus’s referral network, LUCID introduced her to prominent stakeholders in the Los Angeles substance-abuse-recovery community and arranged for her to speak on rehabilitation-related topics. Over time, Dr. Bacchus became a trusted partner in the recovery community and an authority on addiction treatment. Dr. Bacchus now serves as medical director for two of LA’s leading alcohol and drug treatment centers. Simultaneously, Team LUCID worked to establish Dr. Bacchus as the media’s go-to authority on mental health. We crafted press materials emphasizing her impressive credentials and carefully monitored the media for stories pertaining to psychological issues—including ADHD, Alzheimer’s disease, depression, sleep disorders, and substance abuse. After a number of smaller placements, bigger outlets began turning to Dr. Bacchus. She appeared on EXTRA to discuss the addiction-related causes of Charlie Sheen’s erratic behavior, dissected the mind of the “LA Arsonist” on Good Day LA, and discussed Catherine Zeta Jones’s struggle with bipolar disorder on Good Morning America. Over time, Dr. Bacchus’s referrals multiplied and her practice thrived. We are proud to report that she is no longer working in that cramped Torrance office. She now operates a large, thriving practice in Santa Monica.
REFA ELECTRONIC ROLLER
BEFORE: The ReFa electronic roller is a portable face and body massager that lifts and tightens loose skin using solar-powered, microcurrent technology. In 2010, ReFa hired LUCID to promote the beauty device, which had sold more than a million units in Japan but was still foreign to US consumers.
AFTER: To help roll the device out in America (pun intended), Team LUCID focused on securing media placements for ReFa and building its social media community. LUCID sent rollers to prominent dermatologists and treatment experts in order to reassure American consumers of the device’s effectiveness. We were confident that American experts would recognize the same value in ReFa as Japanese dermatologists and skin experts before them. Sure enough, the reviews came back unanimously positive. In our promotional materials, we highlighted these expert testimonials and emphasized the device’s cutting-edge technology. We shipped ReFa’s latest model (the ReFa Pro) to major media outlets, and the media hits flooded in… ReFa was featured in ELLE Magazine, US Weekly, Day Spa magazine, LA Doctor, Extra.com, American Health & Beauty.com, Dermstore.com, Bella NYC Magazine, AccessHollywood.com, The Huffington Post, Chicago Primetime TV, LovelySkin.com, 25A Magazine, North Valley Magazine, Marie Claire Magazine, Bella NYC Magazine, andSheKnows.com. We also focused on building ReFa’s social media community. On day one, ReFa’s social media reach was limited, with only 120 Facebook likes on their company page and 268 Twitter followers. LUCID focused on regularly posting fun, engaging content on ReFa’s Facebook and Twitter pages. We identified and targeted “influencers” in the health and beauty world and included them whenever possible in our ReFa posts and tweets. We are proud to report that ReFa USA now has over 10,000 Facebook likes and 15,000 twitter followers.