November 2004

National PR effort alive and well;
Details to be unveiled at Parker in Las Vegas

The national public relations effort for chiropractic launched last November by Kent Greenawalt, CEO of Foot Levelers is “alive and well.”

According to Greenawalt, a national public relations firm is conducting research and will prepare a PR strategy, which will be unveiled at the Parker Seminars in Las Vegas in January.

The campaign will be done in three parts: a national component, aimed at creating excitement in the media; a grass roots component, which will allow chiropractors in a specific region or area of the country to work together to get the word out; and a general fundraising campaign to keep the public relations program going.

The goal of the campaign is simple, he explained. It is to get people to go to a chiropractor.

Although chiropractic has undertaken various public relations campaigns in the past, this one is different in its approach, explained Greenawalt. Instead of chiropractors deciding what they want the public to hear about chiropractic, the public relations experts are learning what the public wants to know about chiropractic. The PR firm will be measured and retained on how successfully it gets that message out.

The firm is currently conducting focus groups, analyzing the U.S. healthcare marketplace and performing a competitive analysis. Prior to the unveiling at Parker, the firm will have developed a logo and put materials together for the local campaigns, said Greenawalt.

The cost of this national PR campaign will run to seven figures, he said. To date, Foot Levelers has provided 100 percent of the financial backing. But fundraising will be done, Greenawalt said. “We will contact institutions and companies within chiropractic to get major funds to begin. But we want every chiropractor to be a part of this effort. We are recommending that everyone pledge $100 a month on their credit card. The donations will be fully tax deductible.”

Source: Kent Greenawalt, CEO of Foot Levelers, www.footlevelers.com

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