Imagine being nine months pregnant and in labor, but waiting to finish the last television interview for a high-stakes client before jumping in a cab to the hospital. That’s exactly what Tamara Moore did as she wrapped up the PR work for The Reis Group and its client, Nemours Children’s Health System, where doctors were performing an operation to separate conjoined twins. Moore led media outreach that focused on each of the many partners involved in the complex procedure. The effort included media training for medical personnel, preparations for alternate scenarios, and the usual array of content (press releases, video, and images, to name a few). The surgery was successful, and the PR results were extraordinary, including 484 stories, with the lead surgeon quoted in 77 percent of them and internally-produced multimedia used in 58 percent.