2009 Public Relations Report: Download Report
Overview - 2009 Accomplishments
During 2009, the Foundation for Chiropractic Progress has experienced some "defining moments" representing extraordinary growth and achievements which have shaped the organization's expanded media profile: Membership, industry and financial support, "star power" spokespersons and professional momentum. These defining moments of opportunity have ignited a public relations and communications campaign that rivals parallel health care organizations with tens of millions of dollars at their disposal.
Our strategic public relations plan spans monthly Public Service Announcements (PSAs) on radio, television, and print outlets nationwide. We also issue timely news releases that generate coverage and coordinate relevant advertorials that not only build our profile but also establish credibility. This year alone, the Foundation has been able to generate over 328 million media impressions with these initiatives - an impressive number in the world of media relations.
The fact that we were able to engage high profile spokespersons - including Hall-of-Famer Jerry Rice and retired Brig. Gen. Becky Halstead -- speaks volumes for the profession, and has allowed the Foundation to access media attention nationwide...from the mighty New York Times and USA Today to the local Rockford Register Star. This media coverage serves to educate the public and key influencers in business and government about the value of chiropractic care; it also drives new patients into practices throughout the country. Every day, chiropractors in virtually every community are benefiting directly from the work of this organization.
The Washington DC Media Blitz, with focused resources on the Washington, DC area during the health care reform debates, was an unprecedented campaign in the history of this profession. In the fall of 2009 and into 2010, the Foundation has purchased nearly $1 million worth of advertising space in prominent publications - including The Wall Street Journal, The Washington Post and others. Our collective voices are now being heard, thanks to this impressive campaign made possible by membership dollars.
Another major accomplishment for the Foundation in 2009 was the publication of one of the most credible reports for the this profession - truly a defining moment for chiropractic: Arnold Milstein, M.D., a respected health economist at Mercer Benefits and Chief Medical Officer of the esteemed Pacific Business Group on Health - one of the most influential health care business organizations - completed a study seeking to validate the quality, outcomes and cost-effectiveness of chiropractic care. This report has been circulated through congress, health care publications, and human resource representatives, properly positioning the chiropractic profession and the many benefits associated with this incomparable treatment.
2010 Foundation Plans
In 2010, the Foundation plans on raising the bar even higher. In response to recent surveys, which showed the professions desire for television advertisements, the Foundation plans on releasing four-five brand new television PSA's. Additionally, for the first time in Olympic history, doctors of chiropractic will be treating athletes in the Olympic medical facility - the polyclinic, and the Foundation plans to partner with chiropractors who will be providing care during the 2010 Vancouver games to help leverage this historical news.
Building on 2009's strong advertising presence, the Foundation plans on continuing to place pro chiropractic messaging in high profile publications such as; Business News, US News World and Report, Pregnancy, The New York Times, People Magazine, Reader's Digest, Redbook, Family Circle and Newsweek amongst others. The Foundation plans to create four-five brand new informative advertorials in newspapers across the country, which helps reach readers nationwide and educate them on the benefits of chiropractic care.
Going into 2010, our four big name spokespeople are all on board for a heavy media push. NFL Legend - Jerry Rice, retired Brigadier General - Becky Halstead, 2-time Miss Fitness USA - Sarah Harding, and ESPN Analyst - Linda Cohn have all committed to helping the Foundation generate positive media for the chiropractic profession. As the year progresses, the Foundation plans to explore new opportunities with other public figures that are passionate about chiropractic and are willing to help raise awareness.
Membership Goals
However, we are still a nascent organization that must grow its membership so that chiropractic can expand its media posture. With only 2% of the entire chiropractic profession currently supporting the Foundation, we do it all on a shoestring...so just imagine what's ahead as we grow our numbers and the level of funds available.
By strengthening our numbers, the Foundation will be able to continue to attract and work with prestigious public figures that further strengthen the credibility of this profession. As our budget grows, we will have increased resources to step-up our presence even further both in the print and electronic media.
Thanks to all who contribute their personal and corporate resources -- as well as their guidance and incredible levels of energy. I am confident that our defining moments are bound to continue.
Laura Carabello
Principal
CPR Strategic Marketing and Communications
lcarabello@cpronline.com
