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Low Back Pain in Professional Golf: A Common Muscular Relationship
Every sport creates its own unique demands on the body. Some sports require such a myriad of body positions that assessing pathology is often difficult and unpredictable.
Turning a Blind Eye to History – and Reality
The American Medical Association is taking the Supreme Court's Feb. 25, 2015 decision exactly as it always does – by turning a blind eye to history, legal precedent and reality.
Animal Acupuncture: A Case Study in the Treatment of Traumatic Injury in the Equine
The rise of animal acupuncture in the U.S. began in the early 1970's as a result of the work by members of the National Acupuncture Association in Westwood, Calif.
The Acupuncturist's Problem
I want share with you some observations and insights into what seems to be the most common problem my colleagues in the acupuncture profession struggles with. If you also struggle with this problem, I hope you get a valuable "aha" moment from reading this.
A View From the ER
The University of Western States has inked an innovative agreement with local nonprofit health system Legacy Health whereby UWS sports-medicine fellows can experience observational clinical rotations in emergency-room settings within the Legacy system.
Term Limits: What's in a Word?
It was the French historian and philosopher Voltaire who once declared the Holy Roman Empire was neither holy nor Roman nor an empire.
Talking to Patients About Lumbar Facet Denervation (Medial Branch Neurotomy)
Lumbar facet denervation, more appropriately termed medial branch neurotomy (MBN), is a procedure that may be considered when patients suffer from recalcitrant non-radicular axial back and/or leg pain.
Optimism = Compassion = Trust
A randomized clinical trial recently published online in JAMA Oncology examined how patients viewed their doctor based upon how the practitioner presented bad news to the patient.
Sleep, Less Sleep or No Sleep?
I had a dream I wasn't getting enough sleep. It was a very realistic dream, even though I was probably slightly awake and not really deep dreaming. Most likely I had been dozing, caught in that twilight of sleep and wakefulness.
PCOM Granted Regional Accreditation
Pacific College of Oriental Medicine (PCOM) recently announce it has received regional accreditation from the Western Association of Schools and Colleges (WASC). This achievement reflects five years of hard work on the part of faculty, staff, and students.
Medicine is Clumsy, Don't You Be
All medical systems have clumsiness in them. If the technique isn't, the practitioner is. Everyone in every form of medicine is striving to improve. That is why we call it practice.
5 Tips for Using Pinterest to Market Your Practice
Pinterest is a very popular, but often under-utilized, social media platform where people can bookmark, or "pin," fun and interesting things from all across the internet.
The Tide is Rising in the Acupuncture Profession
Former President Ronald Regan said, "When the tide rises all boats float." The tide is rising for the acupuncture profession. Many forces outside the profession are helping the tides to rise.
Marijuana, Apathy and Chinese Medicine, Part 1
This article was written in response to the unheeded acceptance of marijuana as a harmless substance that potentially does good when used for the medical relief of pain.
Functional Hip Impingement (Part 1)
Every time I sit down to write an article, I realize how much more there is to know about musculoskeletal pain. I also learn something new every time. (I want to give special thanks to Lucy Whyte Ferguson for assisting with this article.)
How Much Do You Know About the Benefits of Birds Nest?
Edible bird's nest is the nest made by the Swiftlet bird of Southeast Asia that is usually prepared as a soup and prized in Chinese culture as a healthful delicacy.
Applying the Thin Skull Principle
The "thin skull" principle, also known as the "you take your victim as you find them" principle, is a legal principle that can be summed up by the following statement.
5 Simple Steps to Create an Effective Marketing Calendar
In the educational experience of most healthcare practitioners, business and marketing are overlooked topics.
A House Divided?
The American Chiropractic Association's House of Delegates voted on 30 resolutions at its annual business meeting in Washington D.C., but two in particular took immediate center stage due to their controversial nature.
The Challenges of Integrating Eastern and Western Medicine
My Masters thesis was titled, "The Challenges of Integrating Eastern and Western Medicine," which highlighted several reasons why it is hard for these two worlds to mix.
Integrating Art with Clinical Practice for Patients with PTSD: The Artemis Project
Are you restricted by those one-on-one clinic dynamics? Why not join colleagues and clients in experimental group settings? Three of us volunteered to do just that in Austin on behalf of women veteranss from all branches of the service.
July, 2014, Vol. 14, Issue 07
PR Outlet Shopping: Think Global, Act Local
By Cary Bayer
A major step in your public relations program is to find suitable outlets for your publicity material. Once you've located a variety of outlets for your message, it's wise to develop the many different elements of your message: press releases on news items, pitch letters for round-up stories, pitch letters for profiles, queries for bylined articles and queries for ongoing columns.
It's smartest to focus your public relations endeavors into print media on the local level, with minor attention on the state and national levels. Think local first: people will only become your clients if they can drive to you in less than an hour. Most communities have weekly newspapers; if it's a market that has its own daily newspaper, frequently the weekly paper will be free. In more rural areas, the weekly paper is the major source of news and usually has a small price tag.
The Weekly Read
Get a copy of the paper and study it — do they use columnists? If so, is anyone writing in each issue about health or stress management? If not, why don't you seize the opportunity and fill that niche? That, of course, is a rhetorical question. Naturally, you should look to become the expert in your paper. A letter to the editor, along with a sample column of the length of the other columns in the paper, could address this.
If they aren't using any columnists, don't let that stop you. Send off a letter to the editor, along with a sample column of about 400 words, in which you could propose that the paper add the kind of column that you have in mind. Make certain to indicate that you reside in the area — or that your business is headquartered in that locale or, if you do traveling massage, that you visit the homes of clients in that area. This is extremely important to the editors of local weekly papers whose entire focus is their specific small domain.
The Daily Round-Up
our daily newspaper is also a possible outlet for publicity about the work that you do as a massage therapist. Very few daily papers worth their salt, however, will offer you a forum to write guest articles. Instead, they would be more likely to prefer round-up articles that would be written by a staff reporter or a freelancer about different facets of massage and would involve interviews with several therapists.
State of the State
It's quite likely that your state has a monthly business publication. If you live in a very large city, there may be a business publication that comes out monthly. New York City, for example, not only has its own business publication, but it has one that comes out each week.
Does such a magazine run a regular column on health or stress management? If so, great, pitch them to become a columnist. If not, maybe it's time that they did and propose just that. When I was running my own PR/marketing firm, I once interested The New York Times advertising columnist to do a profile on a commercial director, even though both he and everyone else who preceded him as columnist never gave any coverage to that profession. In my pitch letter, I acknowledged that the Times never profiled such people and then I proceeded to explain why he should make an exception. He called me the next day saying that I was right and he did the interview. My client was both thrilled and astonished that I had created a PR miracle. He broke out the champagne for me and we toasted that miracle, a miracle that was borne of thinking outside the box.
While it's difficult for a massage therapist to score publicity in statewide outlets, it's certainly worth one letter. The reason that I recommend the story have a business angle is because most states have a business publication rather than a health publication. It's much more difficult to interest the editor of a business publication in a story about health than one on business — unless, of course, you propose an article that looks at how stress negatively impacts health and how that negatively impacts business.
National media hire the best reporters and editors in the country, so securing publicity here is going to be far more difficult for a massage therapist compared to local and state venues. Still, it never hurts to try. The basic letter that you wrote to your daily newspaper editor can be tweaked for the national media.
Why shouldn't publications like USA Today, Time or Ladies Home Journal, for example, carry articles on the benefits of and research on massage, specifically as an antidote to these harried times when people are worried sick over the economy, job insecurity and home foreclosures? If they run such an article, it would be written by either a staff writer or a freelance writer, so don't even suggest that you would write it. The reporter would interview massage therapists from different parts of the country; however you'd be the only one interviewed in your area, and the value of you being quoted in a national publication is a big deal and could bring a huge surge in your business. Naturally, it would be up to you to make sure that your clients and prospective clients see such an article.
There are also opportunities for PR on the Internet. There are places like the Huffington Post, for example, that are read by a general-interest consumer. There are also many sites dedicated to holistic health that are read by people seeking out non-traditional means of self-improvement.
Click here for more information about Cary Bayer.
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