Client: California Association of Naturopathic Physicians
Project Focus: Governmental Affairs, Public Relations & Media Management, Strategic Planning
Challenge - The client is the association that represents naturopathic physicians (NDs) in the state of California, which was among the 38 states that did not permit NDs to practice to the full scope of their education and training. The client hired Russell Public to develop and implement the media strategy to support efforts to enact legislation to license NDs.
Our Approach - Russell Public worked closely with the client to localize the issue, showing how consumer access to natural healthcare would be promoted if the legislation was passed. The firm and the client produced a list of NDs in strategically important communities across the state, and used their stories to attract media interest in how access to quality natural healthcare would be blocked if the bill did not pass. This effort was designed to inform the reading public about the benefits that naturopathic medicine brings to bear, as well as empowering readers to communicate the importance of this legislation with their legislators.
Results - A number of stories were published about this issue in the statewide and national trade press, including features on the cover of the health section of the Los Angeles Times, as well as in the Sacramento Bee. Media interest in this story was a direct result of the agency's targeted campaign. This was a tremendous success. The bill was ultimately passed by the legislature, and was one of the last bills that Governor Gray Davis signed into law.
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