Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. ord count is 1145 including guidelines and resource box. Robert A. Kelly © 2005.
Why PR Can be Effective “Medicine”
When properly applied by business, non-profit and association managers, public relations “medicine” does something positive about the behaviors of those important external audiences of theirs that MOST affect their operations.
It’s easy-to-swallow “medicine” when it leads managers to persuade those key outside folks to their way of thinking, then move them to take actions that allow the manager’s department, division or subsidiary to succeed.
In other words, effective public relations “medicine” is applied when PR alters individual perception leading to changed behaviors among a manager’s target “publics,” thus helping achieve his or her managerial objectives.
Here’s the underlying essence: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.
But managers should always remember that their PR effort must demand more than special events, brochures and press releases if they are to come up with the public relations results they paid for.
Here’s a sampling of what this “medicine” can deliver: fresh proposals for strategic alliances and joint ventures; capital givers or specifying sources beginning to look your way; customers starting to make repeat purchases; membership applications on the rise; community leaders beginning to seek you out; welcome bounces in show room visits; prospects starting to do business with you; higher employee retention rates, and even politicians and legislators starting to view you as a key member of the business, non-profit or association communities.
Luckily, your PR people are already in the perception and behavior business, so they should be of real use for this initial opinion monitoring project. But you must be certain of several things. First, who among your PR team really understands the blueprint outlined above and shows commitment to its implementation, starting with key audience perception monitoring? Second, be certain that your public relations people really accept why it’s SO mportant to know how your most important outside audiences perceive your operations, products or services. 2nd third, make sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.
Review the bidding with your PR staff. Especially your same plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions along these lines: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?
You may wish to use those PR folks of yours in that monitoring capacity since, as noted, they’re already in the perception and persuasion business. And further, because it can run into real money using professional survey firms to do the opinion gathering work. But, whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
Here, you are aiming at creating a PR goal that does something about the most serious problem areas you uncovered during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?
Where you establish a goal, you must establish a strategy that tells you how to get there. So keep in mind that there are just three strategic options available when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like blue cheese on your corn flakes, so be sure your new strategy fits well with your new public relations goal. You wouldn’t want to select “change” when the facts dictate a strategy of reinforcement.
It’s always a challenge to create an actionable message that will help persuade any audience to your way of thinking. Here, you must do so, and it must be a well-written message target directly at your key external audience. Identify your strongest writer because s/he must build some very special, corrective language. Words that are not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.
Now it’s selection time once again, namely, the communications tactics most likely to carry your
message to the attention of your target audience. There are scores available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But you must be certain that the tactics you pick are known to reach folks just like your audience members.
By the way, you may wish to keep this kind of message low profile and unveil it before smaller
meetings and presentations rather than using higher-profile news releases. Reason is, the
credibility of any message is fragile and always at stake, so how you communicate it is a concern.
You’ll need preliminary progress reports, which will alert you and your PR team to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in the first benchmark session. But now, you will be on red alert for signs that the bad news perception is being altered in your direction.
If things are not moving fast enough for you, you always have the option of accelerating the effort by adding more communications tactics as well as increasing their frequencies.
The value of public relations as effective medicine for managers becomes clearer when you realize that the people you deal with behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Which means you really have little choice but to deal promptly and effectively with those perceptions by doing what is necessary to reach and move those key external audiences of yours to actions you desire.
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About the author:
Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.
mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com
Why Modern Medicine is the Greatest Threat to Health
There is the underlying assumption that modernity translates into better health. A corollary of this logic is that we can live our lives pretty much as we want because we can always buy a repair. You know, the car won't start, the TV is broken, the telephone is dead – no problem. Just call in an expert, spend some money and all is well.
People carry this over to their thinking about health. Our ticker falters, joints creak or an unwanted growth pops up – no problem. Buy some modern medical care. If that doesn't work, it's a problem of money, better insurance, more hospital funding, more research for the "cure," more doctors, better equipment and more technology. Right?
Wrong.
Don't take my word for it. Listen to the perpetrators themselves. The following is taken right from the pages of the Journal of the American Medical Association (July 26, 2000): "Of 13 countries in a recent (health) comparison, the United States (the most modern and advanced in the world) ranks an average of 12th (second from the bottom)..."
For example, the U.S. ranks:
· last for low birth weight
· last for neonatal and infant mortality overall
· 11th for post neonatal mortality
· last for years of potential life lost
· 11th for female life expectancy at one year, and next to last for males
· 10th for age adjusted mortality
The World Health Organization, using different indicators, ranked the U.S. 15th among 25 industrialized nations. (If ranked against "primitive" cultures eating and living as humans were designed, the whole industrialized world would be at the bottom of the heap.)
Some might say these dismal results are because of smoking, alcohol, cholesterol, animal fats and poor penetration of medical care. Not so. Countries where these health risks are greater have better overall health according to epidemiological studies. It's also not due to lack of technology. The U.S. is, for example, second only to Japan in the number of magnetic resonance imaging units (MRIs) and computed tomography scanners per unit of population. Neither can lack of medical personnel be blamed since the U.S. has the greatest number of employees per hospital bed in the world.
So what is the problem? Here are some clues as revealed in the same journal cited above:
· 12,000 deaths per year from unnecessary surgery
· 7,000 deaths per year from medication errors in hospitals
· 20,000 deaths per year from other hospital errors
· 80,000 deaths per year from nosocomial (originating in a hospital) infections
· 106,000 deaths per year from adverse effects of medications
That totals 225,000 deaths per year, the third leading cause of death, behind heart disease and cancer. Another study – we're talking just hospital related deaths here – estimates 284,000 deaths per year. An analysis of outpatient care jumps these figures by 199,000 deaths for a new total of 483,000 medically related deaths per year. And this assumes doctors and hospitals eagerly report all their mistakes. Think so?
The poor health ranking in the U.S. is in large part not because of lack of modern medical care, it is because of it! This does not deny that each person’s life choices do not impact health as well. People cannot live with abandon and then expect anybody to fix it regardless of their technology and skills. You can imagine the frustration physicians must feel faced day-to-day with patients wanting a quick fix for a lifetime of unhealthy life choices. Be that as it may, it does not deny that modern medicine in and of itself is a huge risk to those who surrender to it.
Why do we not hear more about this? It is just too difficult to come to grips with the inevitable – and unbelievable – conclusion: When all the deaths (not counting the hundreds of thousands who are maimed or otherwise harmed but don't die) reported and not reported are tallied, medical intervention is arguably the leading cause of death in our country.
Time to splash some cold water on the rely-on-modern-medicine inebriation. And remember folks, the above are just cold statistics. Take any one of these numbers and humanize it to the real pain, suffering, financial devastation, grief and family disruption, and each one is a heart rending story deserving of anyone's deep concern and sympathy. It is a tragedy of a magnitude unequalled by anything in human history. And it's repeated every year. It makes 9-11, all the deaths in all U.S. wars, deaths by auto, homicides and everything else pale in comparison. (Not to minimize the tragedy of each of those things.)
The media should be shouting about medical risks from atop their broadcast towers. But there is mostly silence, just reports in obscure (to the public) medical and scientific publications. In the meantime, trusting people keep flocking to the slaughter. From just 1995 to 2002, pharmaceutical sales jumped from $65 billion to over $200 billion. That's about one prescription for each man, woman and child in the country every month. This escalation in medical dependency is paralleled in surgeries, lab tests, emergency room admissions, elective procedures and outpatient visits.
You can do something about it. Begin today to take control of your own health destiny. The philosophical paradigm of conventional, allopathic, symptom based, reductionistic, crisis care, episodic, after-the-fact medicine is seriously flawed ... and very deadly. Good and well meaning doctors are hamstrung by wrong philosophical premises. They are crippled every bit as much as those who once believed in a flat Earth. Trying to achieve health with modern allopathic medicine is like trying to fix computers with a hammer, just because that's the only tool you were taught to use or believe in.
Don't wait for the system to change. Old ideas die too hard. The mega-medical industry is not going to be quick in either admitting error or revamping itself. Your health is at stake. Think prevention and natural holistic cure. Study, learn, grow, be skeptical, change lifestyle, be self-reliant – be a thinking person. That's your best road to health.
About the author:
Dr. Wysong is a former veterinary clinician and surgeon, college instructor in human anatomy, physiology and the origin of life, inventor of numerous medical, surgical, nutritional, athletic and fitness products and devices, research director for the present company by his name and founder of the philanthropic Wysong Institute. He is author of The Creation-Evolution Controversy now in its eleventh printing, a new two volume set on philosophy for living, several books on nutrition, prevention and health for people and animals and over 15 years of monthly health newsletters. He may be contacted at Wysong@Wysong.net and a free subscription to his e-Health Letter is available at http://www.wysong.net.
Wellness Medicine
THE SCIENCE OF OBESITY: FATS & CHOLESTEROL
For years we heard that a low-fat, low-cholesterol diet would keep us healthy and help us lose weight. And many of us jumped on the bandwagon, eliminating fat and high-cholesterol foods from our diets. Well, unfortunately, we were doing it all wrong.
Instead of eliminating fat completely, we should have been eliminating the "bad fats," the fats associated with obesity and heart disease and eating the "good fats," the fats that actually help improve blood cholesterol levels. Before we examine the good fats and bad fats, let's talk about cholesterol.
Cholesterol - It's been ingrained into our brains that cholesterol causes heart disease and that we should limit our intake of foods that contain it, but dietary cholesterol is different than blood cholesterol. Cholesterol comes from two places--first, from food such as meat, eggs, and seafood, and second, from our body. Our liver makes this waxy substance and links it to carrier proteins called lipoproteins. These lipoproteins dissolve the cholesterol in blood and carry it to all parts of your body. Our body needs cholesterol to help form cell membranes, some hormones, and Vitamin D.
You may have heard of "good" and "bad" cholesterol. Well, high-density lipoproteins (HDL) carry cholesterol from the blood to the liver. The liver processes the cholesterol for elimination from the body. If there's HDL in the blood, then less cholesterol will be deposited in the coronary arteries. That's why it's called "good" cholesterol. Low-density lipoproteins (LDL), carry cholesterol from the liver to the rest of the body. When there is too much in the body, it is deposited in the coronary arteries. This is not good. A build-up of cholesterol in our arteries could prevent blood from getting to parts of our heart. That means that our heart won't get the oxygen and nutrients it needs, which could result in heart attack, stroke, or sudden death. So, if your LDL is higher than your HDL, you're at a greater risk for developing heart disease. It may come as a surprise, but recent studies have shown that the amount of cholesterol in our food is not strongly linked to our blood cholesterol levels. It's the types of fats you eat that affect your blood cholesterol levels.
Bad Fats - There are two fats that you should limit your intake of--saturated and trans fats.
Saturated Fats - Saturated fats are mostly animal fats. You find them in meat, whole-milk products, poultry skin, and egg yolks. Coconut oil also has a high amount of saturated fat. Saturated fats raise both the good and bad blood cholesterol.
Trans Fats - Trans fats are produced through hydrogenation--heating oils in the presence of oxygen. Many products contain trans fats because the fats help them maintain a longer shelf life. Margarine also contains a high amount of trans fats. Trans fats are especially dangerous because they lower the good cholesterol, HDL and raise the bad cholesterol, LDL. Unfortunately, most products do not tell you how much trans fat it contains, but you can find out if it's in a product by looking at the ingredient list. If the ingredients contain hydrogenated or partially-hydrogenated oils, then it contains trans fats. Fortunately in 2006, manufacturers will be required to list the amount of trans fat in their products on the nutrition labels, so it will be easier for you to find.
Good Fats - Some fats actually improve cholesterol levels.
Polyunsaturated Fats - Polyunsaturated fats are found in sunflower, corn, and soybean oils. These oils contain Omega-6, an essential fatty acid. However, most people get enough Omega-6 in their diet and instead need more Omega-3. Omega-3 is a fatty acid found in fish and walnuts.
Monounsaturated Fats - Monounsaturated fats are found in canola, peanut, and olive oils.
Both types of unsaturated fats decrease the bad cholesterol, LDL and increase the good cholesterol, HDL.
Now, just because the unsaturated fats improve your blood cholesterol levels, you don't have the go-ahead to eat all of the olive oil, butter and nuts you want. Fat of any kind does contain calories, and if you're trying to lose weight, eat fat in moderation, and stay away from saturated fats.
UNDERSTANDING YOUR WEIGHT
A pound of fat represents approximately 3500 calories of stored energy. In order to lose a pound of fat, you have to use 3500 more calories than you consume. Although this seems like a simple formula remember that your body is a thinking organism designed to protect itself. If you were to try to reduce your intake by the entire 3500 calories in one day, your body would register some type of alarm and think that there is a state of emergency. Immediately your metabolism would slow down and no weight loss would be achieved. It's better to spread your weight loss out over a period of a week, so that you aim to reduce your caloric intake by 3500 to 7000 calories per week, resulting in weight loss of one to two pounds per week. It's generally not recommended to try to lose more than two pounds in a week. Attempting to do so may cause health risks, and on top of this you're unlikely to be successful.
In the example of attempting to lose two pounds per week, you can use a basic method of calorie counting to help you accomplish your goal. To do so, you need to figure out how many calories a person of your age, sex, and weight usually needs in a day, subtract 500 from that amount, and follow a diet that provides you with that many calories. For example, if you would ordinarily need 3000 calories in a day, you would follow a 2500-calorie a day diet. Next, figure out how much exercise a person of your weight would need to do to burn 500 calories per day, and engage in an exercise plan that will help you achieve your goal. The result is simple: 500 fewer calories consumed and 500 more calories expended equals a 1000 calorie per day deficit, which, over the course of a week adds up to 7000 calories, or two pounds. Although individual results may vary, the bottom line is if your body is consuming fewer calories than it's expending, then weight will be lost.
WellnessMedicine.info contains a collection of Health & Wellness Ebooks at your finger tips.
About the Author
Editor of several Ebooks on Health and Wellness. Obesity Guide, Hair Loss Guide, Perfect Diet, Acne Management, Muscle Building, Quit Smoking, Cholesterol Management and many others.
Selasa, 01 April 2008
Council on Family Health Offers Medicine Use Information for
As many people age, they are faced with health problems that may need to be treated with the regular use of medicine. And with the normal body changes caused by aging, the likelihood of potential problems with medicines increases for many seniors. With this in mind, the Council on Family Health (CFH) has updated Medicines and You: A Guide for Older Adults -- its educational guide for seniors about safe and responsible medicine use. The revised guide, which is also available in Spanish, will be distributed in cooperation with the U.S. Department of Health and Human Services’ Food and Drug Administration (FDA) and Administration on Aging (AoA).
The new publication will be available for the first time at the 2004 Joint Conference of The National Council on the Aging and the American Society on Aging, April 14-17, in San Francisco, California.
Medicines and You, first published by CFH in 1991, provides practical information for older adults about the use of prescription and nonprescription medicines. The educational guide gives facts about drug interactions, tips for talking to healthcare professionals, and ways seniors can help lower their medicine costs. The 17-page guide also features “My Medicine Record,” a chart on which seniors can list the medicines they take and other important health information.
“Medicines and You offers everyday information that can help older adults manage their medicines and their overall health,” says CFH President Robert G. Donovan. “It is important for seniors to know as much as possible about their medicines. Knowledge and good communication between older adults and their health professionals can help avoid problems with medicines,” he adds.
Donovan urges: “Learn about your medicines. Read medicine labels and package inserts and follow the directions. If you have questions, ask your doctor or other healthcare professionals.”
For a free copy of Medicines and You: A Guide for Older Adults (please specify English or Spanish), write to - FDA/MEDYOU, PSC Personal Property Facility, 16071 Industrial Drive, Gaithersburg, MD 20877; send an email request to dpapubs@cder.fda.gov; or call AoA’s Eldercare Locator at 1-800-677-1116. To view the guide online, go to www.cfhinfo.org.
The guide also will be distributed through FDA’s and AoA’s regional offices nationwide.
The Council on Family Health, a nonprofit organization established in 1966, is dedicated to educating consumers about the proper use of nonprescription and prescription medicines, dietary supplements, home safety, and personal health.
Contact: Diane Concannon/Meg Grattan Council on Family Health
908-359-3120
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