Use of a consultant to assist a dietetic association in its media and public relations efforts.
During 1987, the Philadelphia Dietetic Association (PDA) enlisted the aid of a public relations consultant to increase media contacts and thereby accomplish a threefold goal of (a) establishing the dietetic association and its registered dietitian members as the local nutrition experts; (b) distributing reliable, current nutrition information; and (c) marketing the PDA's DIAL-A-DIETITIAN service. Through the advice of the consultant, a media tipsheet, published monthly, was created. This publication, the Nutrition Informationist, effectively increased media contacts from two in 1986 to 19 in 1987 and resulted in a total of 8 hours of air time. Weight reduction, fad diets, and sports nutrition proved to be the most popular topics. Public service announcements (PSAs) concerning the DIAL-A-DIETITIAN program were developed by the consultant to assist the public in gaining access to local registered dietitians. Calls to that service increased 75% (from an average of 47.5 to 83.0 calls) the month following the distribution of PSAs to radio stations. The positive outcome of this collaborative effort shows that public relations consultants can be a useful resource for local dietetic associations, aiding them in their efforts to reach the media and the public and to improve their image.
Visocan
B J
BJ
Hahnemann University Hospital/ARA Healthcare Nutrition Services, Philadelphia, Pennsylvania 19102.
Lazin
B
B
D003253:Consultants; D004046:Dietetics; D008389:Marketing of Health Services / Q000191:economics / Q000379:methods*; D015143:Philadelphia; D011641:Public Relations; D012958:Societies, Scientific