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MAC Public Relations – Putting Chiropractic in the Spotlight

A strong public relations initiative is critical to the achievement of the MAC goals. Public relations revolves around a simple truth – people act upon their perceptions. By managing and influencing those perceptions, an organization with a successful public relations campaign can initiate changes in attitudes that will help the organization achieve its objectives.

The MAC PR Committee’s goal is to start and manage a new public conversation about chiropractic and its benefit to the community. The MAC Journal is the primary means for communication with chiropractors in and out of our association.  In addition, the PR Committee and the MAC office provide press releases, our website, www.chiromi.com , and a wide array of written materials to our members, other DCs in the state, the public at large (patients and potential patients), and the business community.

The PR committee has designed a strategy to support the ambitious agenda that emerged from the Strategic Planning Meeting. Our public relations projects will focus on communicating with three main audiences: doctors of chiropractic (members and non-members), the public (patients and non-patients), and public decision makers (employers/purchasers of insurance, executives of the insurance community and legislators). 

Public Relations to Doctors of Chiropractic

Through MAC Journals and Action Reports and other emails/faxes, the MAC PR committee aims to keep Michigan DCs up to date on the latest news affecting chiropractors and their practices. We plan to broaden the content to our website, including members-only briefings, forms, current research, and other critical information.  The goal is to make it a valuable resource with useful content for members and non-members alike.

The MAC has formed a Research & Technology Committee to access to research relevant to Chiropractic and chiropractic issues. It is our goal to provide compilations of studies to back up the safety, efficacy, efficiency, and cost effectiveness of chiropractic care when any DC in the state needs them. This data will also be critical in marketing to the public and to employers/buyers of insurance.

Public Relations to the Population at Large

The PR Committee is currently working on contributing to the national effort to elevate the public perception of chiropractic. We are in the process of developing a unified and consistent message that we can put in all communications.

We will soon be developing a public relations marketing campaign hitting all major media outlets – TV, radio, and print. The Public Relations Committee will develop a “Speakers Bureau” of doctors.  Media training for these DC’s, will equip them to interact more professionally with the media and even to participate in local talk shows. Many DCs around the state have appeared on local radio and television, spreading the word about chiropractic. Having all DC’s be “on message” will improve the impact and influence of these appearances. This type of local exposure is critical to the perception of chiropractic throughout the state.

Public Relations to Employers/Buyers of Insurance, Insurance Company Executives and Legislators

Michigan manufacturing is in a crisis that is worsened by the rising cost of health insurance.  Chiropractic has the potential to reduce this cost and we can prove it! Chiropractic care is more effective and less expensive than medical care and there are a number of studies to support this. That is the message we must get out to employers and buyers of insurance: Chiropractic will save you money and get your workers back on the job more quickly. Employers and legislators must be shown that chiropractic coverage in insurance plans is not a cost driver, but will actually save money.  This message will be repeated over and over again by our Public Relations consultants, Communication & Research; by our Speakers’ Bureau and our Research and Technology Committee.

 

 


PR Committee Goals:

The MAC PR Committee's goal is to provide a positive public image of chiropractic and its proven effectiveness as a healthcare option. The MAC Journal is a primary means for communication, in addition the PR Committee and the MAC office provide press releases, our website, www.chiromi.com, and a wide array of written materials.

The audience of the PR Committee includes chiropractic professionals, the public (patients and potential patients), and the business community. To assist us in our efforts to maximize our impact, please let us know what you feel is important in our communications to these key audiences:

 

 

 

 

 

Michigan Association of Chiropractors
416 W. Ionia, Lansing, Michigan 48933 ● www.chiromi.com
(517) 367-2225 ● (800) 949-1401 ● Fax (517) 367-2228 ● info@chiromi.com

Sue Quinn Palin, Webmaster

First published - January 3, 2007       Last updated March 12, 2008 08:30:29 AM

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