By understanding that this campaign is a place for us to start, not the final destination, we can create a culture of communication with different target audiences that will support us for years to come. Although this specific campaign will eventually draw to an end—or at the very least change direction—I see it as the initial step towards a long and successful PR program for the ACR. There are other audiences that need to hear our messages. There are other topics to discuss, goals and objectives to reach, and ways to raise the visibility of rheumatology. We’ve only just begun our public relations efforts, and there are many directions we can go at the end of this campaign. Our willingness to engage as members not only in this campaign, but in the future campaigns and PR work of the ACR will be vital to our long-term success.
So, Are We There Yet?
Not yet, but we are getting closer, and adding an official PR program to the ACR’s already established efforts—including a media relations program that positions ACR members as the go-to rheumatology experts for media, advocacy efforts, practice-management books and articles that advise readers on how to market their practices, and collaborative work with other organizations—will advance us greatly.
We have focused our efforts to determine where we need to start with this campaign, and we are preparing for a sustained effort. If we remain willing to keep going, looking for new ways to increase the visibility of rheumatology, we are likely to create positive changes that go beyond name recognition but ripple into other areas of the ACR’s work, such as building the workforce and fundraising.
I’m confident the ACR has moved into an era of using public relations to increase the visibility of our specialty. I share in my fellow members’ excitement to see how far we can advance rheumatology through this campaign, and I look forward to seeing where we can go in the years to follow.
Last month, the Communications and Marketing Committee started placing campaign materials on the ACR website. This section of the website will keep members informed of, and offer opportunities to engage in, the campaign. I encourage you to visit this section of the website often as it becomes more robust with campaign materials and updates and to learn how you can help advance rheumatology among influencers—getting us one step closer to “there.”
