Athletic Training Management Chapter 16 Public Relations Edited by Rick Shaw, ATC

Introduction Relatively new profession NATA founded 1950 Those not familiar with AT often do not understand the scope of practice Little effort by media and entertainment industry to accurately portray AT when doing sports Term athletic trainer does not help “trainer” has many meanings that overlap

Introduction Athletic trainers tend to be givers reluctant or embarrassed to articulate their worth Necessary to demonstrate your value Convince anyone who will listen that athletic training is a necessary health care profession Planned public relations presentation should be part of your professional materials Positively present the profession Coincide with the mission of the NATA Ask the questions who, what, when , where, and why

Who Are We? The question “Who are we?” can be answered by explaining the content domains Competencies have been identified to maintain consistency Explain certification, licensure, and/or registration processes Describe the organization and function of the NATA

Who Are We? Content domains Risk management and injury prevention Pathology of injuries and illnesses Assessment and evaluation Acute care of injury and illness Pharmacology Therapeutic modalities Therapeutic exercise General medical conditions and disabilities Nutritional aspects of injury and illness Psychosocial intervention and referral Health care administration Professional development and responsibilities

Who Are We? When explaining, include easily understood examples Don’t use taping, it reinforces negative stereotypes Use statistics when available When discussing education, point out academic preparation, clinical requirements, and continuing education To be eligible for the certification exam requires a degree from a CAATE-accredited athletic training education program

Who Are We? Content based on cognitive, psychomotor, affective, and clinical proficiencies Foundational work includes anatomy, physiology, exercise physiology, and biomechanics Education continues throughout your professional life, the BOC requires continuing education units to maintain certification which is required in most states to maintain licensure Discussing certification, and licensure or registration is important Discuss the certification exam and its difficulty and quality Discuss how licensure impacts the content domains

Who Are We? Discuss the NATA Board of Certification Membership Board of directors Committees NATA Research and Education Foundation Approximately 2,200 achieve Certified Athletic Trainer status each year Board of Certification NATA Education Council JRC-AT and CAATE

What Do We Do? Twelve content areas describe what we do Recount the domains most important to the practice setting being discussed For schools, injury prevention, evaluation, rehabilitation, and emergency care may be emphasized You may have the opportunity to speak to a school board Know your audience and what they may expect and be favorably inclined to Do they want information on the profession or the person who will fill the role? Emphasize that athletic trainers are the only health care professionals trained to deal with the physically active

When Are Our Services Necessary? Athletic training services are necessary to provide prompt, effective health care for physically active people In some settings this may be the athlete’s only contact with the medical system

Where Do We Work? Athletic trainers are found working where physically active people are around High schools, colleges and universities, professional sports, amateur sports, sports medicine clinics, health clubs, industry, law enforcement, the military, and even show business Roles may be somewhat different based on setting Figure 16-1, p 222, shows employment potential in 31 separate practice settings by NATA District

Why Is an Athletic Trainer Needed? Most people agree the services are desirable if you positively present the profession Most common reason NOT to have an athletic trainer is lack of money Convince the audience they are getting value for their dollar Reducing health care costs is always a good argument Vary the emphasis to the setting In high schools point out how parent’s insurance and pocket are protected

Why Is an Athletic Trainer Needed? In clinic settings an athletic trainer is very flexible In some states athletic trainers are fully qualified workers compensation specialists In industrial settings athletic trainers decrease “loss time” from a job, saving the company worker replacement costs Professional, college/university and amateur associations such as the Olympics have long recognized the value of athletic training

How Can We Help? To finish the presentation, reiterate the previous sections Try to make the discussion interactive Ask questions to get them to ask questions and to get a feel for their needs

Promoting AT as Part of a Clinic Usually included in the company’s public relations plan Public relations plans usually state goals, objectives, and strategies to reach these goals Goal examples could include the following Sponsorship of recreational/youth sports teams Web page/Internet advertising Radio advertising Cable television commercials

Promoting AT as Part of a Clinic Newspaper advertisements or sports medicine advice column Presentations to local physicians and managed care providers Yellow pages listings Presentations to organized sports groups Participation in health fairs Sponsorships of athletic events (5k runs, triathlons, golf) Banners/billboards at athletic events Program brochures, newsletters, and educational materials

Promoting AT as Part of a Clinic Relationships with other sports-related enterprises Sponsoring interdisciplinary study groups and sports medicine symposia Developing a speaker’s bureau Establish a tradition Receptions for physicians or coaches Multifaceted approach is usually more effective than a unidimensional one Evaluate each approach as to cost, ease of production, target audience and flexibility

Promoting AT as Part of a Clinic NATA has promotional literature and brochures, videos, etc. available for your use Contact: NATA Brochure Request 2952 Stemmons Freeway Dallas, TX 75427

Professionalism Professionalism is important Dress appropriately for a health care facility Neat, conservative, functional, and identifiable Behavior is of utmost importance Good interaction and communication skills Everyday health habits, weight, smoking, drinking, etc. Remain calm when the world is collapsing around you

Evaluating a Public Relations Plan Evaluating the success of a public relations plan varies with the setting In school settings retention may be the barometer In clinic settings there are multiple facets to demonstrate worth Increased patient referrals Increased physician interactions Patient satisfaction surveys