The American Academy of Facial Plastic and Reconstructive Surgery is looking for a PR firm to handle its $11K a-month budget to promote its specialty within organized medicine.

The 2,800-member group is circulating an RFP to generate positive media coverage in “health and beauty venues.”

The goal is to “brand facial plastic surgery” and the organization’s tagline “trust your face to a facial plastic surgeon” in the minds of the public.

The Academy calls “specialization” one of the greatest enhancements in patient care during the last generation. Its members are equipped with a “more comprehensive training in facial surgery” (face, head and neck) than other doctors who deal with the whole body.

Women represent 84 percent of cosmetic surgery patients. More than half (52 percent) of customers are aged 35 to 60 years-old.

The AAFPRS wants a PR firm to develop story “hooks,” pitch ideas, promote meetings, arrange a media tour/day in New York City with at least eight interviews for the national beauty/health print and broadcast media.

Proposals are due Dec. 16. Face-to-face meetings are slated for New York during  the week of Jan. 11, `10. Two or three finalists will pitch the board of directors during in Miami on Jan. 23. The campaign will begin by March 1.

Rita Chua Magness, marketing and publications director, is handling questions.  She is at rcmagness@aafprs.org.

Magness told O’Dwyer’s the Academy currently has a PR firm, but its contract is up at yearend. Magness declined to name the shop, saying that was proprietary information.