December 2004

National PR campaign launches in January

Details of long-awaited national public awareness campaign for chiropractic, whose goal is to make chiropractic a household word, will be announced at the Parker Seminars in Las Vegas in mid-January.

The idea for a national PR campaign was initiated in November 2003, when Kent Greenawalt, CEO of Foot Levelers, brought together 20 leaders from chiropractic associations, colleges and publications and asked them to pledge their unified support to the concept.

During the last year, Greenawalt, who is also president of the Foundation for Chiropractic Progress (FCP, a 501(c)3, nonprofit organization) has been working with two public relations firms, Manifest Communications and Edelman, which have conducted focus groups and researched the status of chiropractic awareness in America.

Dr. Fabrizio Mancini, president of Parker College of Chiropractic and Parker Seminars, has cleared the seminar agenda on Thursday evening, Jan. 13, for a preview of the formal PR campaign announcement.

On Friday morning at 8 a.m., FCP, along with the professional, educational and commercial chiropractic community, will join with representatives of these two firms at the Las Vegas event to reveal the details of their studies as well as their recommendations. Seminar participants will learn how the goals and strategies of the national component will work and will see how they can become involved in the process.

According to Greenawalt, the two public relations firms working on the task have extensive experience in developing brand recognition. Manifest created an effective PR campaign for chiropractic as well as for dentistry in Canada. And Edelman is known throughout the world for developing brand communications for corporations and trade associations.

To date, FCP's entire financial support has been borne by Foot Levelers. Chiropractic associations, colleges and vendors have pledged their support. Chiropractors and friends of chiropractic can

FCP will be launching a Web site where contributions will be accepted. (Watch Newsflash for information on the Web site.) In the meantime, checks can be sent to: Foundation for Chiropractic Progress, P.O. Box 12611, Roanoke, VA 24027.

Source: Foundation for Chiropractic Progress

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