He has served as a paid expert witness for utilities in lawsuits, appears on television and radio and testifies before government bodies. The use of scientists as spokespersons for corporate interests is an example of a public-relations strategy known within the trade as 'the third party technique'. With commercials you are on your guard. But put the message in the mouth of someone like Patrick Michaels and you have a 'real scientist' speaking. The commercial interests behind the message are much better disguised.
Pharmaceutical companies use it to create a positive 'buzz' around their products.
The NAB distributed a press announcement on the impact El Ni o would have. Video and radio news releases and a community news feature all highlighted the El Ni o-allergy connection. Media contacts were encouraged to mention Zyrtec in allergy stories. The campaign enticed reporters to revisit the topic of allergies with a timely angle. Media coverage was estimated at almost 100 million 'audience impressions'.