FOR IMMEDIATE RELEASE

How Important is a National Public Relations Campaign?

In a recent survey conducted by the American Chiropractic Association (ACA), both members and non-members agreed on the highest rated item – the importance of a national public relations campaign.

During the fall 2006, more than 15,000 doctors received either print and/or electronic questionnaires asking about their practices, personal and professional challenges they face, and for their opinions about diverse issues pertaining to chiropractic. Sponsored by the ACA and administered by the Foundation for Chiropractic Education and Research (FCER), the survey included both ACA members and non-members with more than 2300 responses (15%), and a 2% margin of error.

Participating doctors were asked a total of twenty-two questions relevant to their opinions on a wide range of topics surrounding the chiropractic profession. The question that received the highest degree of agreement was, "Should the profession make the development of a national public relations campaign one of its highest priorities?" This question received a rating of 4.34 among ACA members and 4.39 from no-members, out of a possible 5.0 rating. The topic receiving the next highest percentage in interest received only 4.02 rating, and even less if the doctor was a non- member of the ACA.

The question of whether the doctor would contribute to a national public relations campaign received a 3.88 rating - the fifth highest among the twenty topics. Confirming what we all suspected, the profession is demanding a national public relations campaign.

This effort is more than advertising in national publications like Newsweek, the Health, New York Times Magazine, Martha Steward Living, Working Mothers, TV Guide, etc. The Foundation also has an aggressive public relations campaign issuing monthly positive press releases on chiropractic, monthly public service announcements to 2500 radio stations, quarterly advertorials, and has already conducted a media tour of the New York media market with spokesperson, Sarah Harding. Since January 2007, the number of radio stations playing Foundation PSA‘s has increased from 15 to over 55, and it continues to grow!   

Additionally, the Foundation has identified the top 15 health blogs in the country and will both monitor and provide input. Blogging is a very popular method in communicating one's position on issues.

The F4CP’s public relations campaign is the longest, continuous public relations campaign in the history of the profession. Every dollar received from vendors and doctors will go directly to the advertising/public relations campaign.

We invite you to join the Foundation and build on the positive press of this campaign. If you wish to make a pledge and/or contribution to the Foundation, please visit www.foundation4cp.com. Contributions are also received at P.O. Box 560, Carmichael, California 95609-0560.

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