The Industry's Leading Trade Publication, PR WEEK, Announced TransMedia Scored a 'Critical Hit' When It Placed Florida Hair-Transplant Surgeon in 'The Star'

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Dec 06, 2010, 07:45 ET

NEW YORK, Dec. 6, 2010 /PRNewswire/ -- PR WEEK reports in its December issue that a story placed in "The Star" by South-Florida-based TransMedia Group (www.transmediagroup.com) earned its coveted "Critical Hit" recognition.

According to the PR industry's leading trade publication, the story described Dr. Larry Shapiro as one of the leading hair-transplant surgeons based in South Florida.

While Dr. Shapiro is a well-known hair restoration expert in South Florida, TransMedia's objective was to raise his profile across the US by securing placements in national news, lifestyle, and celebrity-driven outlets, said TransMedia's CEO Tom Madden.

According to TransMedia, The Star not only had a very strong national presence and 1.5 million circulation, but a celebrity health and beauty focus, which we felt was the perfect milieu for our client.

TransMedia worked with Dr. Shapiro in creating the Hair IQ Score, which enables him to assign a score to celebrities and other public figures based on the texture, health, body, shine, presentation, and color of their hair.

"We knew it was a terrific news hook and we already had a relationship with the editors at the magazine, so we gave them first crack, sending them a press release that included the Hair IQ scores of several top celebrities," Madden said.

Hair IQ was featured in the "Star Mix" section at the front of the magazine in October. Immediately after the issue hit newsstands, Dr. Shapiro's phones and website started going haywire. He received requests for interviews from as far away as Australia, where a magazine requested his scores for a slate of celebrities they provided.

We then followed our initial outreach with a second release, providing the Hair IQ Score of high-profile politicians such as Christine O'Donnell, Andrew Cuomo, and Carl Paladino. This led to a story on Politico.com, Madden said.

About TransMedia Group

TransMedia Group is a full-service public relations firm serving clients worldwide since 1981. For more information, contact Adrienne Mazzone at 561-750-9800 x211 or email: [email protected].

SOURCE TransMedia Group