The results of the Alliance's efforts to educate the public were immediate and dramatic, according to Prevention's research department. Before the media campaign began, Prevention surveyed readers to determine their knowledge of chiropractic. When Prevention surveyed its readers after the campaign, however, the responses showed significant gains in all three areas. These results showed the Alliance's detractors that chiropractic advertising could educate the public and affect the way people view the profession.
Chiropractic care is a rapidly growing field that the public is turning to in increasing numbers.
It's our obligation to provide consumers with accurate information about chiropractic as a health care choice. Integrating Public Relations and Advertising Once again, advertising in Prevention will remain a key part of the Alliance campaign. The booklets will also be reprinted separate from the magazine and made available for use by local chiropractors. In conjunction with paid advertising, the Alliance is branching out on a comprehensive public relations program to capitalize on the trend in alternative health care. It's a hot topic and one that the field of chiropractic deserves a voice in.