Editor’s note: The need for public relations for the chiropractic profession is not new. The following article is reprinted in its entirety from the July-August issue of Chiropractic Economics:

At the recent Convention of the national Chiropractic Association, in Miami Beach, the National Council on Education premiered two color-sound films, both designed to alert chiropractic to the one common problem faced by all the profession …. That is, insuring both the strength of present-day chiropractic, and the survival and growth of the chiropractic profession in the future.Under the guidance of Dr. J. J. Nugent, Director of Education, and Dr. Arthur Hendricks, President of the Council, “That This Art May Endure” — a twenty-five minute film designed for showing to professional groups only, was shown to the General Assembly, and met with overwhelming and enthusiastic acceptance.

“That This Art May endure” is a very frank discussion of chiropractic’s paramount problem … the fight for survival. The film boldly confronts the chiropractic doctor with the facts of life, which he knows, but too often tends to ignore. Chiropractic is not growing in proportion to other segments of the healing arts, but rather, is remaining static in terms of total number of actively practicing doctors. The film then reviews just exactly what is the present-day Doctor of Chiropractic, from the standpoint of educational background, scope of practice and standing in the community.

Finally, “That this Art May Endure” presents several possible solutions to this universal chiropractic problem, exploring the various avenues of public relations that must be thoroughly exhausted if the public is to receive anything approaching the truth about present-day chiropractic. Further in an effort to review interest and support of the now-exiting colleges of chiropractic, the doctor in the field is beseeched to search his heart to see if he is really supporting if not his own alma mater, then at least one of the colleges of chiropractic which are the only source for new practitioners. Words alone are not adequate to describe effectively the power of this film.

While the film, “That This Art May endure” is designed for showing to the profession exclusively, a second film, entitled, “What Is A Chiropractic Doctor?” was also premiered at the National Convention, and it is designed to be incorporated in public relations programs for the lay public. It is a twelve-minute film, and is designed to truthfully reveal to the public the fundamentals of the technique of chiropractic — the history of the art — the educational standards now set up for the young man or woman who wishes to enter the profession — and it is a most important step forward in the recruitment of young men and women for careers in chiropractic. Its most logical use would be in showing to groups of high school seniors, as well as the various fraternal organizations and service clubs, women’s clubs, men’s clubs … as well as church groups. It should be a must for every public-relations-minded member of the profession, as well as those officers responsible for lay publicity.

The film, as well as additional details, is available through the National Chiropractic Association headquarters in Webster City, Iowa. It is felt that if put to work and kept working, What Is A Chiropractic Doctor?” will prove to be the most effective tool yet developed for the promotion of the profession, and its prestige.