October 30, 2011 — After hosting several exclusive media interviews with Pro Football Hall of Famer, Jerry Rice, spokesperson for the Foundation for Chiropractic Progress (F4CP), and distributing a press release detailing National Hockey League standout Sidney Crosby’s concussion and progression following treatment provided by chiropractic neurologist Dr. Ted Carrick, the Foundation for Chiropractic Progress has lead the way to generating unprecedented high-profile media coverage, with circulation totals surpassing six million in the first week: San Francisco Chronicle, San Jose Mercury News, Sun Herald, The Oakland Tribune, Monterey County The Herald, Press Democrat, Bleacher Report, Contra Costa Times, Chicago Sun-Times, MSN Fox Sports, and Boston Herald.
“This incredible level of positive press for chiropractic goes to the heart of our mission, exemplifying the power of our Foundation to transform the image of this remarkable profession,” says Kent S. Greenawalt, F4CP founder. “Marking another moment in chiropractic history, this campaign continues to have ‘legs’, with syndicated stories that are getting pick-up in media outlets nationwide. We are truly making a difference for chiropractic and advancing public knowledge of chiropractic care.”
Creating yet another buzz in the media, the foundation’s press release regarding Sidney Crosby was delivered to more than 10,000 publications and quickly became a sensation to reporters globally. Coverage was recognized by doctors both here in the U.S. and overseas. To date, this release has been featured in outlets ranging from OSIX News and several out-of-country publications to Concussion Policy and the Law.
Laura Carabello, principal, CPR Strategic Marketing Communications, a prominent public relations firm on the east coast that provides services pro bono to the F4CP, shares, “The key to coverage success is syndication — which is exactly what has happened with Rice’s article. It is likely we will see this piece appear in several other publications before it is outlived.”
She says that while high receptivity to both of these compelling stories was anticipated, “We never expected this incredible coverage. As a long-time foundation contributor, I am gratified with this achievement, but want to make sure that everyone in the profession continues to fuel this type of success. We need to expand our membership, generate vendor support, and increase the number and scope of our corporate sponsors. The sky is the limit.”
Source: Foundation for Chiropractic Progress, www.f4cp.org
