This article did not come out of nowhere. It is the direct result of the recently launched chiropractic public relations campaign of the Foundation for Chiropractic Progress (FCP)2 (see "Raising Chiropractic Awareness: Let's Shoot for the Moon!"). The FCP was created by Foot Levelers, Inc., to garner greater media exposure for chiropractic through well-placed articles. The foundation's goal is to see at least 24 articles on chiropractic featured in major media over the next 12 months.
Foot Levelers has been involved in advertising the benefits of chiropractic directly to consumers in the past.3 However, this media campaign is focused on encouraging staff writers and journalists to develop articles about chiropractic that will be presented as information rather than advertising. The FCP's goal is to enlighten and inform the public about chiropractic.
Watch for reports on additional articles about chiropractic prompted by the FCP campaign.
- Ferraro S. The conventional alternative - once on the fringe, chiropractic joins the medical mainstream. Daily News, April 2, 2002 (www.nydailynews.com/2002-04-02/New_York_Now/Health/a-146232.asp).
- Broadcasting the wonders of chiropractic. Dynamic Chiropractic, February 11, 2002 (www.chiroweb.com/archives/20/04/02.html).
- Foot Levelers advertises directly to public. Dynamic Chiropractic, July 28, 1997 (www.chiroweb.com/archives/15/16/06.html).