January 2004

PR coalition forges ahead

The process of creating a united national public relations program for chiropractic is forging ahead. According to Kent Greenawalt, president of Foot Levelers, the coalition of supporters is in the “firm-selection stage” of selecting a public relations company to develop a national program. Greenawalt launched the unified public relations effort in November by bringing together — and gaining pledged support from — leaders from the major chiropractic associations, educational institutions and publications, including Chiropractic Economics.

“We are looking for a firm that has extensive knowledge and experience in both the healthcare side as well as the consumer side. We need to get the word out to both consumers and the medical community,” he emphasized.

Greenawalt explained that the PR effort will be long-term. Whatever PR firm is selected will concentrate on a national program to create a positive brand awareness of chiropractic with the goal of driving patients to chiropractors’ offices.

Chiropractors will be included in the process, assured Greenawalt. He foresees that public relations will be a cascading effort. “With time we would possibly develop chiropractic-awareness kits that doctors of chiropractic could use to conduct public relations at the local level,” he said. “We have what it takes … It’s my goal to have a united profession.”

No cost has yet been associated with the national effort, said Greenawalt. “Once we have a firm selected and an estimate of costs, we will ask for financial support,” he said.

Organizations included in the public-relations coalition include Foot Levelers, Chiropractic Economics, the World Federation of Chiropractic, the American Chiropractic Association, the International Chiropractors Association, the Congress of Chiropractic State Associations, the National Board of Chiropractic Examiners, the Foundation of Chiropractic Education and Research, the Association of Chiropractic Colleges, Dynamic Chiropractic, Chiropractic Wellness and Fitness Magazine, Parker College, Cleveland Chiropractic College and Western States Chiropractic College.

Source: Kent Greenawalt, president of Foot Levelers, Inc.

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