Reactive Commentary

Over the weekend my social feeds were full of reactions to Kim Kardashian’s TikTok tour of her SKKN offices and – specifically – her sunbed within them. “I’m Kim Kardashian, of course I have a tanning bed!” she smizes, instantly erasing any skincare expertise she might have claimed.

I enjoyed many a response from those in the know clarifying that sunbeds a) aren’t cool, and b) can cause cancer. Kardashian’s defence that it soothes her symptoms of psoriasis inspired me to revisit a story for my ‘#SkinSchool’ series on Harper’s Bazaar – detailing safe treatments for the inflammatory skin condition.

Considering so many skincare and medical experts – with PR representation – covered the topic on social media, I imagined some intel related to sunbeds/psoriasis/skin cancer might arrive in my inbox come Monday. But the first and only email I received hooked onto Kim’s clanger came through late that afternoon. By then I had already reached out to a trusted expert for some speedy commentary and updated my story.

I appreciate why the email I did receive wasn’t a rush job: it featured a thoughtful, in-depth Q&A with a dermatologist on the topic. Personally, though, I’d have rather received a brief offer of bespoke quotes first thing, so they could have been tailored to my specific angle (and deadline).

So far this week I’ve also received one email related to the Duchess of York’s skin cancer diagnosis – a very worthy hook for stories on melanomas, moles or sun care, I would have thought.

Is it just me, or are tricks being missed to be of editorial service in these spaces? Even if journos don’t bite your hand off to interview experts you represent on such topics, the offer of commentary surely can’t hurt.