43 Positive Press Personified
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Dynamic Chiropractic – August 12, 2009, Vol. 27, Issue 17

Positive Press Personified

By Kent Greenawalt

Using print ads and press releases, and by recruiting prominent spokespeople, the Foundation for Chiropractic Progress (FCP) continues to promote the benefits of chiropractic to the public.

This is no easy feat when negative campaigns are run against our profession, but we know our cause is worth it. Millions of people have been helped by chiropractic care, and I'm sure there are millions more who could also enjoy the benefits, but have yet to experience it.

In May, Consumer Reports published a very positive piece on chiropractic. The article summarized a survey in which 14,000 Americans were asked to rate how satisfied they were with their current treatment for back pain. Chiropractic was ranked the highest in terms of patient satisfaction at 59 percent. This is exactly the type of positive press the foundation is so excited about. The FCP works hard to promote positive press and even sponsored a Webinar last year for the media about the myths and misconceptions regarding neck pain. Take a look at what the foundation has done lately to generate positive press for the profession and see what is on the horizon for the future. Then join our cause to help show the public chiropractic is a positive health care choice that should be available to everyone.

What We've Been Doing

Jerry Rice ad seen by millions: The advertorial about NFL legend and FCP spokesperson Jerry Rice received a lot of attention, to put it mildly. It was sent to more than 10,000 news publications throughout the country. As of April 4, this release had generated 212 news articles in 16 different states with a readership of more than 7 million people. The sites it appeared on were viewed by more than 6 million unique visitors per month. Additionally, a 30-second audio testimonial from Rice has been sent out to 6,500 radio stations in the country, and a television spot will be sent out to 1,000 television stations throughout the country.

Heard on radio stations: Our public service announcements (PSAs) are sent to more than 3,000 radio stations, and we have identified more than 350 radio stations in the country that carry our message. The foundation sent out a PSA in April about springtime allergies, which generated considerable interest and was put on rotation on numerous radio stations.

PBS promotes chiropractic: The foundation sponsored a PBS television program on chiropractic that aired in May on TV stations in Southern California. The five-minute segment featured Dr. Mary Oberstein at her office in California. The FCP will have the use of the spot for other venues.

Associations and organizations join the crusade: The Virginia Chiropractic Association and the Virginia Society of Chiropractic presented a statement at their first-ever joint convention indicating their support for the foundation and urging member participation. Other chiropractic associations and organizations to come out in support of the FCP recently are the Indiana Association of Chiropractors, the Mississippi Association of Chiropractors, Straighten Up America and the Dead Chiropractic Society.

Chiropractic colleges contribute: Dr. Joseph E. Brimhall, president of Western States Chiropractic College, has announced that the institution is pledging $6,000 to the foundation. Western States joins 14 chiropractic colleges that contributed a total of $128,000 to the foundation earlier this year.

FCP signs sports anchor: Linda Cohn, ESPN anchor, has also agreed to be a spokesperson for the profession and the foundation. A FCP ad featuring her appeared in the June/July issue of Men's Fitness.

Army general tells her story: The foundation distributed a press release featuring retired U.S. Army General Officer Becky Halstead, a veteran of the wars in Iraq and Afghanistan. She is the first female graduate of West Point promoted to general officer and the first female in U.S. history to command in combat at a strategic level. Her testimonial tells a positive story of chiropractic, and we plan to distribute her story through press releases, advertorials and other venues.

How You Can Help

The number of doctors who are monthly contributors to the foundation is on the rise. More than 200 members joined the FCP as monthly contributors in early 2009. While any contribution is helpful, those who become monthly contributors help the foundation show vendors that the profession supports this effort.

As a small token of appreciation for a minimum monthly contribution of $25, doctors will receive an 18x24 poster of Jerry Rice. If the doctor goes to the $50 per month level, they will receive four posters, each depicting an ad that the foundation has placed nationally, including the Jerry Rice poster.

Are you helping the FCP to spread the message? If you aren't, now is the time. Become a monthly contributor to have an impact on the public's perception of chiropractic. With your support, think of how much more we can do to spread the good news to the general public. Join the cause and help more people see the benefits of chiropractic. To learn more about the Foundation for Chiropractic Progress or to arrange an automatic monthly donation, visit www.foundation4cp.com or call (866) 901-3427. Support the FCP today.

Click here for previous articles by Kent Greenawalt.

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