Public Relations and Communications
Practice Directorate

New Partnerships Offer Fresh Opportunities For Members

Strategic partnerships, whether at the national or local level, provide exciting opportunities to extend the reach of the campaign. By utilizing the collective strength of the APA and other highly respected organizations, you can plan outreach activities that effectively broaden the audience for campaign messages in your community.

With that in mind, the Practice Directorate has already secured six new joint ventures with national organizations in 1998. "Joint ventures are critical to the long-term success of the campaign and provide natural avenues for local activities," says Russ Newman, Ph.D., J.D. Executive Director for Professional Practice. "These strategic partnerships are extremely effective at getting our messages out."

Following are some notable new joint ventures:

• The American Lung Association (ALA) - Look for a list of affiliate directors for the ALA in June. Plan an outreach effort to coincide with the Great American Smoke Out on November 20, 1998. For example, hold a smoking cessation workshop at your local community center.
• Aging Well/Ageless Foundation - An article entitled, "Coping in the 90's" which gives tips on how to find a psychologist, will be printed in the July/August issue. Send a photocopy of the article along with a personalized cover letter offering to give a group lecture on an aging-related issue to your local senior center. (Aging Well is published by the Ageless Foundation and is a new bi-monthly newsletter for individuals 50 years of age and over.)
• American Heart Association (AHA) - You should already have a list of local AHA directors. Pick up the phone and call today to discuss the possibility of joint activities for National Heart Walk on October 4-5, 1998. Find out if there is an opportunity to set up a booth to disseminate information on the mind/body connection.
• FitnessLink - FitnessLink is a health and fitness Web site with information on subjects such as nutrition, exercise, and coping with stress. To date, the site has received 500,000 "page views." Earlier this year, FitnessLink added the apa.helping.org site to their list of online resources. The American Medical Association (AMA), and other organizations of health care professionals, are also listed in this section. The "Web masters" at FitnessLink used information about the APA campaign - particularly about the anxiety disorders screenings - as their "tip of the week," in late April. If there are specific Web sites where you would like to see campaign information posted, call the Campaign Services Bureau at 310.274.8787, ext. 116.
• Alzheimer's Association - A half-page article on how psychological services can help people cope with the effects of aging will appear in the brochure for their national conference. We are also looking into potential speaking opportunities at the July 26-29 conference. Connect with a local support group in your area and offer to provide information to caregivers on stress, depression, and other issues people are faced with when a loved one is diagnosed with a serious illness. Plan some collaborative outreach activities for National Alzheimer's Awareness Month in November 1998.

• American Cancer Society (ACS) - The American Cancer Society (ACS) has encouraged its local chapters to investigate possible collaborative opportunities with state and local psychological associations. Contact your local ACS director to discuss ways that you can get together to bring greater awareness to consumers of the mind/body connection and how it relates to overall health. Remember that September is National Prostate Cancer Awareness Month and October is National Breast Cancer Awareness Month when you are planning your activities.
• American Association of Retired Persons (AARP) - Information on APA's public education campaign - including the 800 number - was included in the Resource Guide in the November issue of Perspectives, an AARP newsletter that targets 18,000 professionals who deliver services to aging Americans. Consider writing an article for your local AARP's newsletter. Find out if they have outreach activities planned in which you can participate.
• Borders Books - Subsequent to receiving lists of stores and sample letters, several state associations, including Hawaii, Iowa and Maryland, contacted their local Borders Book Stores to hold outreach activities. Events were scheduled around National Depression Screening Day and Anxiety Disorders Screening Day by California, Texas and other state and local associations. Try to make your depression and anxiety day screenings an annual event with your local stores.

Consider contacting the following:

• Libraries - Offer to supply the librarian with fact sheets and posters for a display on the mind/body connection.
• High schools - Talk to the principal about making fact sheets available to both students and parents. Offer to give a series of talks on some of the problems that teenagers may be dealing with such as eating disorders and depression.
• Chamber of Commerce - Create a simple flyer for chambers to distribute to businesses in your community, or offer to speak at an upcoming meeting. Emphasize your expertise in helping employees cope with work stress.
• Always be on the lookout for outreach events on holiday weekends. Community festivals and fairs are the perfect opportunity to connect with the public, so contact the organizers to set up a table or booth to offer psychological information.

FOCUS ON THE FAMILY

Early campaign research revealed that family relations, along with work stress and the mind/body connection was one of the issues of most concern to consumers across the nation. Following highlights new activities undertaken by the Practice Directorate that address this topic:

• Building on the continued success of local public education campaign radio advertising, the Practice Directorate recently produced a new spot on family relations -- the third in a series of ads available for placement through the Campaign Services Bureau. Other available ads include a television spot on work stress, two radio ads focused on work stress and breast cancer and three print ads. As with the other campaign ads, the family relations ad encourages consumers to call the campaign's 800 number to receive the "Talk to Someone Who Can Help" brochure. Callers may also be connected to the nearest state association for a referral to a psychologist in their area.
• An article entitled "Tips for Stressed-Out Parents: Know the Warning Signs of a Troubled Teen" was distributed through the North American Precis Syndicate, Inc. (NAPS). Results to date of an article previously circulated by NAPS in 1997, "Stress: How and When to Get Help," show that more than 880 newspaper articles in 34 states were generated with a total readership of 55,272,784. A camera-ready copy of this article will be mailed under separate cover for you to send out to your local newspapers.
• A sample press release and public service announcement centered around family relations was included in your planning packets for National Mental Health Month. If you would like more copies, call the Campaign Services Bureau at 310.274.8787, ext. 116.

CAPITALIZING ON LOCAL PARTNERSHIPS

Members of the Massachusetts Psychological Association (MPA) recognize that developing partnerships at the local level can lead to some interesting outreach opportunities.

In the classroom

Three MPA members partnered with the staff of Brookline High School, the local health department and a pediatrician to educate students on the symptoms, signs, and effects of eating disorders. "Between the three of us, we were able to reach more than 500 students in 20 classes," says Sharon Gordetsky, Ph.D., president of the MPA. Recognizing the important role that parents play in addressing these issues, members also presented at a local Parent/Teacher Organization meeting. "We have to encourage parents to speak candidly with their children about things like eating disorders, depression and suicide," says Gordetsky. The school and the parents were so impressed that they plan to have the presentations on a yearly basis.

Over the airwaves

MPA members will also be featured monthly on a local college radio station. "Common Threads," a one hour talk show, focuses on community-related issues. Members have already appeared on the show to address issues such as teen violence and date rape, among others. Out in the community

In partnership with the owner of a local toy store, the association plans to provide monthly lectures for parents on child development issues. How are they recruiting parents? By teaming up with a local elementary school, they plan to advertise the lecture series in broadsheets sent home every Friday with the students.