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In the 21st century, as Sly and the Family Stone once physicians wrote an open letter to Columbia University urg- crooned before you were born, "Everybody is a star." And ing the firing of Dr. Oz for his disdain for science and evi- everybody-from pawn brokers to hip-hop gangstas to cou- dence-based medicine." ples with 19 children--ts a TV star. And that includes medical Where others might shrink from such a public reputational doctors attack, the good doctor came out swinging. Not only did the And tar and away, the most famous TV medical doctor daytime host publicly defend his reputation, he devoted an was one Mehmet Oz, a distinguished heart surgeon-tumed entire TV episode to paint himself as a victim of powerful in- television talk show host, who operated out of Columbia terests and explain why he hadn't violated the public trust. University's respected Columbia Presbyterian Hospital in "My job," he explained, "is to be a cheerleader for my au- New York City dience. When they think they don't have hope, I look every- Dr. Oz, who owed much of his TV success to appear- Where for alternative healing traditions that I believe might be ances on the Oprah Winfrey Show, was a staple of after- supportive for them." noon television and the destination for many famous guests And with that declaration, Dr. Oz kept right on keepin' on (Figure 4-3). Dr. Oz was particularly enthusiastic about lec- as his critics continued to protest." turing the common people on diet and exercise, vitamins and nutrients. It was in the course of recommending such cures, Questions however, where Dr. Oz ran into trouble. The first salvo came in an appearance before Congress, 1. How would you assess the ethics of Dr. Oz's recommen- when Dr. Oz received a public tongue-lashing by senators dations for miracle cures? for touting a supplement called green coffee bean extract 2. What public relations options did Dr. Oz have in response as a magic weight loss cure for every body type" Social to the criticism of his methods? media quickly joined on the anti-Oz bandwagon calling him a 3. What do you think of his response to the challenge in "quack" and in the spring of 2015 a group of 10 distinguished terms of public opinion? 1. How would you assess the ethics of Dr. Oz's recommen- dations for miracle cures? 2. What public relations options did Dr. Oz have in response to the criticism of his methods? 3. What do you think of his response to the challenge in terms of public opinion