APMA News - July/August 2012 - (Page 18)

Does the Media Still Matter? T he answer to that question might not seem so obviVogue, and Women’s Day, to discuss a variety of foot health ous these days, especially because we are bombardissues and build a foundation of understanding and trust ed with “news” and information in nearly every with the media. The magazines represented at the event aspect of our lives. No longer do we wait for the nightly have not only published accurate foot health stories about broadcast to find out what’s happening downtown or in Cape podiatrists, but continue to seek APMA members as the foot Town. Twitter updates us by the minute, every minute, 1,440 and ankle experts. minutes a day. We’ve witnessed the media change drastically While communication about APMA campaigns is conin the last decade and it continues to evolve daily—while still ducted primarily online, one-on-one interaction has proven staying relevant. to be a key component of garnering positive media placeDue to the continued influence of ments. In this hyper-digital world, putthe ever-changing news media, APMA’s ting a face to an e-mail address creates a Public Relations Department concenmore meaningful relationship. trates a considerable amount of time on media relations efforts to promote toMedia Worth Mentioning day’s podiatrists as highly trained physicians, surgeons, and specialists. Each issue of APMA News lists several APMA builds relationships with tranotable placements APMA has garnered ditional media—writers and reporters over the previous month. (See this issue’s working for outlets like the Washington placements on page 69.) These placePost, Glamour, and US News and World ments almost always feature APMA Report—as well as new media or those members and portray the profession possolely online. New media includes blogitively. These placements are chosen due gers, tweeters, and freelance writers. to their wide circulation or story topic. These “reporters” may not be employed The APMA News Brief, which is efull-time by major publications, but mailed to members every Thursday, is a they can wield great influence in the compilation of mainstream news stories digital realm. In fact, APMA PR staff work on multiple new media endeavors every APMA’s public relations department coordi- from that particular week. These stories, day, pitching bloggers story ideas, moni- nated a media event in New York for April’s unlike the ones highlighted in APMA Foot Health Awareness month and focused on toring social media comments, and distributing #myFEET info. Here, Kristie Dash News monthly, may not have been influtweeting to well-known journalists like from Teen Vogue speaks with Crystal Holmes, enced by APMA PR staff. They are strategically selected to keep you informed Katie Couric with health information, DPM, right. about the profession or medicine in genper her request. Traditional and new eral. Sometimes these stories may be negative or inaccurate, media engagement is a critical step in educating the public meaning these writers used resources other than APMA for about your capabilities as today’s podiatrist. Redefining Media Relationships In April, APMA held a media event in conjunction with Foot Health Awareness Month and the myFEET teen foot health campaign. The myFEET campaign, sponsored by Spenco, focused on teens and increasing their knowledge about foot health in regard to shoes, pain, pedicures, and sports. APMA member and Public Education and Information Committee Chair Crystal Holmes, DPM, along with staff, met and talked with several women’s consumer magazine writers from publications, including Marie Claire, Teen 18 APMA News July/August 2012 APMA PR staff work on multiple new media endeavors every day, pitching bloggers story ideas, monitoring social media comments, and tweeting to well-known journalists like Katie Couric with health information, per her request.

Table of Contents for the Digital Edition of APMA News - July/August 2012

APMA News - July/August 2012
President’s Message
Contents
Innovative, Intuitive, Inventive
Health Policy & Practice Committees Meet to Address Issues Facing Podiatrists
MPMA Instrumental in Uncovering Health-care Fraud
Does the Media Still Matter?
Introducing APMA’s ACO Workgroup
APMA By the Decade
The US House of Representatives Recognizes APMA’s 100th Anniversary
2011 Podiatric Practice Survey
Profiles in Progress
Reimbursement
Federal Advocacy Forum
List of Cosponsors to the Equity and Access for Podiatric Physicians Under Medicaid Act
APMAPAC Chair Report
IT Consultant
Technofile
Get 2012 Annual Scientific Meeting Coverage
Annual Scientific Meeting Preliminary Program
Annual Scientific Meeting Sponsors
Annual Scientific Meeting Registration Form
APMA All Stars
In Short
CPME Invitation for Comments
Worthy of Note
Call for Committee Nominations
Affiliates Corner
List of Affiliated Organizations
Insurance Advisor
Bylaws Propositions Due
New Members
Death Notices
APMAPAC Update
Development Update
Classified Advertising
Dates to Remember
Advertising Index
10 Questions
Your APMA
100th Anniversary Commemorative Section

APMA News - July/August 2012