October 2004

JVSR, WCA hit two more publicity home runs

The main purpose of the Journal of Vertebral Subluxation Research (JVSR) is to publish solid chiropractic research and it has earned a reputation for its high‑quality papers from researchers around the world. But lately, JVSR has been accomplishing two other important tasks: generating widespread positive publicity for chiropractic and showing the world that the profession is grounded in science.

During the past year, JVSR research papers have resulted in coverage of chiropractic on television news programs, in major newspapers and magazines, and across the Internet. The most recent headline‑grabbing report was on chiropractic's affect on MS and Parkinson's. According to research by Erin Elster, DC, correction of upper neck injuries may reverse the progression of both diseases.

Dr. Elster, an upper cervical chiropractor in Boulder, Colo., compiled data from 44 MS patients and 37 PD patients treated over the past five years. After treating upper neck injuries in 81 patients, 91% of MS patients and 92% of PD patients improved, suggesting that correction of neck injuries stimulated a reversal of MS and PD.

The World Chiropractic Alliance (WCA), publisher of JVSR, distributed a press release on the research results, which was quickly picked up by major news media, including Reuters wire service. The news was relayed to newspapers and television stations around the world, and the story showed up in a wide array of media.

Viewers watching CNN coverage of the Florida hurricanes saw the headline scroll by on the late breaking news crawl ... readers saw all the details in The Washington Post ... Internet browsers found the story on sites as varied as the National Institutes of Health's MEDLINE and the Armenian Medical Network. Yahoo News featured the story and it even appeared on the Merck pharmaceutical company's website.

Within days, millions of people were exposed to information about chiropractic and how correction of subluxations might result in an improvement or reversal MS and PD. Although the research examined the two specific diseases, the press release emphasized that the role of chiropractic was not to diagnose or treat those diseases directly, but to correct subluxations and, in doing so, affect the progress of the diseases.

The press release explained that, "According to Dr. Elster, traumas to the head, neck, and upper spine can result in vertebral subluxations that occur when vertebrae (the small interlocking bones of the spinal column) misalign or become stuck and interfere with the function of the central nervous system (brain and spinal cord). By aligning the first two upper vertebrae with the skull, nerve pathways traveling between the brain and spinal cord became less obstructed. This may help improve and/or reverse both MS and PD."

The MS/Parkinson's research publicity followed closely in the wake of another ground‑breaking and attention‑getting JVSR study: the possibility of chiropractic care helping infertile women. The now‑famous infertility study led to massive television news coverage, with feature news segments airing on the major networks throughout the country. Lead researcher Madeline Behrendt, DC, still fields questions from reporters.

The press release on the infertility study was distributed through a leading wire service, which ranked it among the "top ten" most frequently accessed medical/health stories for the month it was submitted.

In addition to "hard research," the WCA also distributes press releases on other JVSR papers and chiropractic news, many of which draw significant press attention.

Earlier this year, a release about the JVSR review of chiropractic efforts in the aftermath of the 9‑11 terrorist attacks, was ranked the top new story on the wire service, with more "hits" than any other story, including stories submitted by major pharmaceutical companies, medical research journals, and medical organizations.

Each press release contains basic background about chiropractic and subluxation correction, as well as information about websites containing additional information. Releases are distributed through major wire services, including one specializing in medical and health news that is also used by most major medical institutions including the American Medical Association, American Dental Association, American Osteopathic Association, Mayo Clinic, Memorial Sloan Kettering Cancer Center, American Pediatric Society, Johns Hopkins Medical Institutions and The Lancet.

"Our goal is to make sure the public realizes that chiropractic care isn't limited to back pain, but has a positive impact on the entire body," stated WCA President Terry A. Rondberg, DC. "We have to show them our profession is based on sound scientific research and that subluxation correction can benefit every aspect of their health and well‑being. Our press releases have been incredibly successful in doing this."

Each press release is also posted in the WCA's website's "press room" section, at www.worldchiropracticalliance.org/media/media.htm

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