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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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