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Media toolkit for members

Join the British Chiropractic Association's campaign to raise awareness of chiropractic and encourage people to address back pain early. Use the media toolkit to promote the campaign in your local area and generate interest in chiropractic.

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Media toolkit for members

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  1. Media toolkit for members Chiropractic Awareness Week 8 – 14 April 2019 With support from

  2. Contents Campaign Overview…………………….3 Press activity ……………………………4 Social media …………………………….8 Appendix………………………………..17

  3. Campaign overview This year for Chiropractic Awareness Week (8-14 April), the British Chiropractic Association is encouraging people to keep active and address any symptoms of back pain when they start, rather than living with the problem long term. The campaign aims to raise awareness of chiropractic in the UK and position BCA as an authority on back pain. The key objective is to drive more people to member clinics and encourage Brits to take simple steps to look after their back. The British Chiropractic Association is promoting the campaign through media and BCA’s social media channels. This members’ media toolkit is designed to help you to promote the campaign in your local area and generate local interest in chiropractic.

  4. PRESS ACTIVITY

  5. Press release The British Chiropractic Association has developed a press release, which you can adapt for your region and share with media publications local to your clinic. The press release highlights statistics about the frequency with which back and neck pain is being reported in your region, the top triggers for back and neck pain and examples of advice for managing these conditions.

  6. Adapting your press release The British Chiropractic Association has prepared a template press release which you can adapt and use yourself in your local area. This press release should be adapted for your region. To do this you must: • Use the statistics at the end of the press release to replace highlighted statistics within the copy, and replace [region] with the name of your own region (i.e. South East) • Update the final section with your own details: name, clinic and the town where you are based, and include further details about your clinic in the ‘Notes to editors’ section • Remember to re-format the press release so that the statistics are no longer highlighted and remove the statistics from the end This press release can then be shared with your local newspapers, magazines or radio stations to confirm if the story is of interest for publication. You may be asked for further comment to accompany the press release. Top tip: look for editorial contact details on your local newspaper’s website.

  7. Why not write a blog post? The Chiropractic Awareness Week press release can also provide content to publish on your clinic’s blog once updated for your region. Publish the press release story and link to the British Chiropractic Association website: chiropractic-uk.co.uk. Don’t forget to remove the ‘Notes to editors’ and statistics tables before publishing!

  8. SOCIAL MEDIA

  9. Social media Social media is a useful tool to promote your practice and engage with potential patients. This Chiropractic Awareness Week, join in the conversation online to help us to raise the profile of chiropractic treatment. You can also join in by following the BCA on Twitter: @ChiropracticUK or on Facebook @BritChiro Retweet and engage with the BCA, or mention us in your posts! Please also find a selection of example social media posts for you to share on your professional social media channels in the following pages.

  10. Social Media: Example posts for chiropractic clinics Facebook • This #ChiropracticAwarenessWeek, @BritChiro has found that 80% of the nation suffers with back pain. If you’re affected by back or neck pain, check out our advice for preventing and managing the condition [link to blog post] • [XX%] of people in [region] wouldn’t take any action if they experienced back or neck pain, according to the @BritChiro. This #ChiropracticAwarenessWeek, our chiropractors here at [insert name of clinic] share top tips to help you prevent back pain [link to blog post] Twitter • This #ChiropracticAwarenessWeekcheck out our advice for staying active and resolving back and neck pain, following research from @ChiropracticUK [link to blog post/coverage] • Research has found that 80% of the nation has experienced back pain – our chiropractors’ provide their advice on how to prevent pain this #ChiropracticAwarenessWeek(research from @ChiropracticUK) [link to blog post/coverage] • XX% of people in the [region] don’t take any steps to treat back pain. Find out what you can do this #ChriopracticAwarenessWeek to prevent pain [link to blog post] • Our chiropractor [insert chiropractor’s name] offers their #toptips to help prevent neck and #backpain this #ChiropracticAwarenessWeek[link to blog post]

  11. Social Media: Example posts for individual chiropractors Facebook • @BritChiro has discovered over [XX%] of people in [region] don’t take any steps to look after their back health! This #ChiropracticAwarenessWeek, check out my top tips and tricks for preventing neck and back pain [link to blog post] • @BritChiro has found that over [XX%] of people in [region] have experienced back or neck pain and [XX%] would wait longer than a month before seeking help. Check out my tips and advice [link to blog post] • If you’re one of the XX% of people in [region] experiencing back or neck pain, I can provide an assessment of your condition and offer advice and treatment [insert contact details] #ChiropracticAwarenessWeek Twitter • Check out my advice this #ChiropracticAwarenessWeekto help you prevent #backpain following research from @ChiropracticUK[link to blog post/coverage] • According to research from @ChiropracticUK, 80% of the nation suffers with back pain. Take a look at my thoughts and advice this #ChriopracticAwarenessWeek: [link to blog post/coverage] • #DidYouKnow you should be getting up from your desk every 30 minutes to help prevent back pain? Check out my #toptips for preventing neck and #backpain this #ChriopracticAwarenessWeek [link to blog post/coverage]

  12. APPENDIX 1.1 Regional statistics

  13. If you have any questions, please get in touch: Anne Barlow: anne.barlow@chiropractic-uk.co.uk Press office: If you need any further advice regarding media, please contact the team at: bca@grayling.comor call 02380 382970

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