PR, social, and media tips

Through its media relations and public education efforts, the Academy encourages the public to care for their skin, hair, and nails and see a board-certified dermatologist when appropriate. In addition, it provides members with the tools they need to communicate the Academy’s messages to their patients, policymakers, communities, and local media.  

Through its efforts, the Academy strives to communicate the fundamental messages below.

• Board-certified dermatologists are:

  • dedicated physicians highly trained to provide life-saving, life-changing, and cost-effective care

  • the experts in the diagnosis and medical, surgical, and cosmetic treatment of skin, hair, and nail conditions for people of all ages

  • eager to be integral partners in a high-value, patient-centered health care team

• The American Academy of Dermatology is a valuable resource for information about dermatology 

Public education campaigns

The Academy conducts public education efforts throughout the year, including the following:

SPOT Skin Cancer^™ is the Academy’s campaign to create a world without skin cancer through public awareness, community outreach programs and services, and advocacy that promote the prevention, detection, and care of skin cancer. To support this campaign, the Academy conducts public and media outreach during Melanoma/Skin Cancer Detection and Prevention Month in May. Melanoma Monday^®, the first Monday in May, is dedicated to raising awareness of the deadliest form of skin cancer. 

National Healthy Skin Month, which takes place in November, was created to promote the importance of healthy skin to the public and provide people of all ages with information to help them properly care for their skin.

Campaign components

The following components may be included in the Academy's media relations efforts:

News releases highlight the latest information on skin, hair, and nails. A news release provides written information that can be used by broadcast or print media as the basis for an article or news segment. These are distributed to national print and broadcast outlets, including wire services and syndicates, national and local newspapers, television and radio networks, top market newspapers and television stations, general interest magazines, women's and men's interest magazines, health and beauty magazines, trade publications, and medical and health websites.

Media pitching generates interest and encourages coverage of stories on general dermatology issues. This usually consists of phone calls and emails to print and broadcast outlets. 

Satellite (television) media tours and radio media tours feature Academy members talking about good habits for healthy skin, hair, and nails on broadcast outlets across the country.

Academy website postings highlight general dermatology information, including news releases and statistics.

Social media postings on the Academy’s Facebook, Twitter, YouTube, and Pinterest channels highlight skin, hair, and nail content on the Academy website and encourage people to engage with that content.

These media relations activities aim to increase the awareness of dermatology and the role of the dermatologist, and deliver key skin, hair, and nail messages to the public.

As an Academy member, you can contribute to the Academy's national efforts with local media and community outreach. For more information, contact the Academy’s Communications Department at (847) 330-0230 or mediarelations@aad.org.