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Communication 101: Please Explain Yourself!
Twice this past week, I overheard conversations about chiropractic. As you can imagine, it is a topic my ears naturally pick up. In both cases, a patient was talking to a friend about their experience with a chiropractor.
The Heart Protector
On the physical level, the Pericardium is a double-layered sac of fibrous tissue that envelops the Heart. The space between the layers is filled with serous fluid that protects the Heart from external shock or trauma and lubricates to allow for normal Heart movement.
Lime Jello on Morphine
Taste is in the eyes... actually the mouth... of the beholder. My food preferences have changed, lightening from the food of my youth. My parents loved heavy eastern European cuisine and I loved it as a child. Now I enjoy leaner, healthier whole foods.
Healing With TCM at San Quentin State Prison
For the prisoners at San Quentin State Prison, life-sentences are the reality of every day life. It is not often that prisoners get the opportunity to use alternative medicine to deal with common ailments they encounter behind bars such as, depression, anxiety and pain.
Essential Orthopedic Testing: Tests That Involve Standing on One Leg
Since these tests have a common mechanism of performance (standing on one leg), there are differential diagnostic concerns during testing. The tests cannot be completely isolated from each other for performance.
Pulse Diagnosis: What We Know
I am still finding pearls of wisdom from the books and papers that I inherited from my pulse diagnosis mentor Jim Ramholz.
CMT & Stroke Risk: Myth vs. Fact
By now, most of you have probably heard that the American Heart Association recently published a statement regarding the association between cervical dissection (CD) and cervical manipulative therapy (CMT).
Simple Ways To Find True Happiness
Patients in our clinics are always seeking happiness. As their health advocate, we need to ensure we inform them that in order to find happiness, they have to make sure to identify what makes them happy in the first place.
Uncle Sam Needs You (Part 2)
Where chiropractic care has been used in the military health services, it has been deemed very successful.
Managing Patient Expectations About Acupuncture
Last year, I attended the Pacific Symposium in San Diego for the first time in six or seven years. It was the 25th anniversary of this event, and on one evening there was a panel discussion with the title; "What is Qi?."
Managing Today's Fertility Patient
I recently received an email from one of my fertility patients: "Got my lab results back. FSH is 11, AMH is 0.7. My doctor said these numbers aren't good. I guess I'm infertile. Just as a thought. Just set up an appointment to speak with an adoption agency."
Jingei Diagnosis: An Effective and Powerful Diagnostic
I graduated from the Kotatama Institute under the direction of Drs. Masahilo and Katsuharu Nakazono in 1984. As a student, I was exposed to the practice of most of the various theories and modalites of Oriental Medicine.
The Wonders of Light Therapy: An Interview with Wes Burwell
I first met Wes Burwell in 2011 when he was teaching a class on light. Since then, every time I hear him speak, his understanding of the benefits, function and capacity of light has evolved.
Chiropractic Research in Review
Predicting Pain With Disability in Office Workers; Traction Approaches for Discogenic Cervical Radiculopathy; Intra-Articular Gas Bubbles Following Manipulation; Nonresponsive Chronic Ankle Sprains: Think Tendon Rupture.
AOMA Strengthens Leadership Team
AOMA Graduate School of Integrative Medicine, a leading college of acupuncture & herbal medicine, announced the appointment of Donna LaPoint Hurta, MBA as the new VP of Finance & Operations this Fall.
The Tao of Gender
If you think gender is as simple as having a new client check off the "male" or "female" box on your intake form, we hope this article will expand your understanding and thus the reach of your health care.
The Case for Immunization
As long as I have been a chiropractor, I have seen many in this profession oppose vaccinations. Indeed, it has often been taken as a "given" that to be a principled chiropractor requires a curmudgeon's willingness to hold aloft that banner of opposition.
Commingling Money: 12 Questions for the ACA About the CHAMP / NCLAF Merger
The American Chiropractic Association recently announced it was merging the National Chiropractic Legal Action Fund and the Chiropractic Health Advocacy and Mobilization Project into a single entity that will support both legal and legislative actions.
Correcting Pelvic Rotation Around the Long Axis: Adjustment Protocol
The pelvis can be considered a ring that can misalign on the sacrum rotating around the long axis. The following is a description of an adjustment that helps to correct sacroiliac rotation around the long axis.
A Commonly Missed Spinal Fixation: The Upper Lumbar Spine (Part 2)
As mentioned in part 1, using a flexion-distraction table is a great way to unlock this particular fixation. You have found the stuck segment. You have determined whether it is unilateral, midline or bilateral.
Dr. George Goodman and His Legacy to Logan University
Those who knew him called him a revered leader, a visionary and one of chiropractic's biggest advocates. George A. Goodman, DC, Logan University's sixth and longest-serving president, passed away on Sept. 9. He was 70 years old.
To The Finish Line With the Help of TCM
When acupuncturist Eddy De Smedt pursued a career in Traditional Chinese Medicine, he knew he wanted to make a difference.
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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