The public relations campaign on behalf of the Foundation for Chiropractic Progress (FCP) has been nothing short of extraordinary. The total monetary value of this campaign since January 2007 is estimated at $4.3 million in free advertising dollars, but the real value is probably double or triple this amount in terms of elevating the profession.
The dollar value of free public relations is determined by what it would have cost to buy equivalent advertising space in print publications or on-air radio segments. But the true value of public relations actually extends far beyond this! PR - or earned media - gives credibility that paid ads cannot deliver. It is important to keep that in mind when evaluating the impact of this ongoing campaign.
It's easy to see that the foundation's campaign has been a huge success. These positive messages about the value of chiropractic care hold tremendous value to the profession as a whole and to each individual chiropractor. Millions of Americans are now becoming familiar with chiropractic care in a manner that is completely credible and through messaging that is professional yet easy to comprehend.
However, there is work to be done, so the FCP's campaign is an ongoing one. In fact, I like to consider it just getting started. I am happy to announce that the first FCP advertisement featuring NFL legend Jerry Rice ran in the Dec. 15, 2008 issue of ESPN The Magazine and was available on many newsstands throughout the country. The magazine has a national circulation of more than 2 million people.
The full-page ad of Jerry Rice includes positive statements on how chiropractic made a difference in making him one of the most feared wide receivers in the history of football, and then as a finalist on the popular "Dancing With the Stars" TV program. This ad is the beginning of a comprehensive public relations effort to communicate Rice's endorsement. The ad reached a wide range of audiences, as it was placed in the following publications:
- Dec. 15, 2008 issue of ESPN The Magazine
- January 2009 issue of Sports Illustrated
- Jan. 16/17, 2009 issue of USA Today
- February 2009 issue of Men's Fitness
- January/February 2009 issue of Women's Health
Jerry Rice's endorsement is also a part of a press release and video that was sent to the media, an advertorial sent to 10,000 newspapers in the country, and several public service announcements (PSAs). [Note: In addition to its ongoing PR campaign to promote chiropractic, the FCP is also involved in the publication of a book about eco-friendly health care entitled The Greening of Health Care in America. It is being distributed to the media and is the basis for multiple press releases.]
Making Good Strides, But Haven't Finished the Race
As you can see, the FCP is working hard to spread positive press about chiropractic. As I've said before in this column, the purpose of the campaign is to inform, educate and motivate the public to choose chiropractic, and the primary objective is to generate positive press about chiropractic. However, the real work continues and we need your help to reach more people. Your support can help the FCP spread its positive message and get more people to seek chiropractic care. We can work together to help more people feel better on a daily basis.
Join the Team
Are you helping the FCP to spread the message? If you aren't, now is the time. Become a monthly contributor and make an impact on the public's perception of chiropractic. If you become a monthly contributor of $50 or more, you will receive a 16 x 28 poster of the Jerry Rice advertisement to hang in your office. More importantly, you will be helping to unlock the best-kept secret in chiropractic. With your support, think of how much more we can do to spread the good news to the general public. You can make a difference.
Join the cause and help more people see the benefits of chiropractic. This is a win for your profession and big win for you. too. To learn more about the Foundation for Chiropractic Progress or to arrange an automatic monthly donation, visit www.foundation4cp.com.
Click here for previous articles by Kent Greenawalt.