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AOA initiates public relations campaign
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The American Optometric Association has announced a public relations initiative designed to educate the public on the scope of optometric practice as well as defend the profession against attacks from ophthalmology organizations.
According to an AOA campaign summary, assaults by organized ophthalmology include anti-optometry ads funded by the American Academy of Ophthalmology that compare ODs to barbers. “These ads tell consumers not to rely on the undereducated and untrained services of optometrists, but instead seek the care from an eye MD,” says the AOA.
David A. Cockrell, OD, FAAO, a private practitioner from Stillwater, Okla., and a new member of the AOA Board of Trustees, told Primary Care Optometry News, “Our profession has seen this year a determined effort to create a negative public opinion of optometry. This effort has involved all areas in the general press, including television, radio and print media. Often the information that has been presented has been not just distorted but is also factually untrue, and the general membership of the AOA believe we should become more active in explaining our role in eye care to the public.”
Educational effort
The AOA’s goal, Dr. Cockrell said, is “to actively explain what optometry does every day including the care we provide as well as the patients we provide the care for.”
The objective of the AOA’s initiative is “strengthening the profession by better positioning optometrists,” according to the association.
According to the AOA, work on the initiative began in January with the help of public affairs firm Hill & Knowlton (H&K), by establishing a “foundation, key deliverables and road map for an efficient and effective national, proactive campaign.”
After several months of groundwork, the AOA House of Delegates officially adopted the initiative in June in Dallas.
The AOA sees this not as an advertising campaign, but an organized effort to strengthen the communication abilities of each state. The initiative will work to provide “responsive strategic counsel with regard to state and federal issues as they occur,” according to the AOA.
“We also want to make sure we can respond to any of our individual members or our affiliate members on state and federal issues as they come up by giving them the most accurate and factual information they may need as quickly as possible,” said Dr. Cockrell.
Gauging consumer knowledge
As part of the process, the AOA conducted research to determine consumer knowledge of the ophthalmic professions, said Dr. Cockrell. The results showed that the general public has a fairly complete understanding of what optometrists are and what type of care they provide.
According to the AOA initiative summary, action still should be taken to educate general consumers “with respect to who optometrists are, their extensive training and the care they are able to provide to meet patients’ needs.”
Comprehensive strategy
H&K developed a comprehensive strategy and will conduct proactive, ongoing media outreach, pitching topical profession- and consumer-related eye and vision health stories to local, regional and national media. It will provide significant editorial support and assistance in coordinating responses to letters-to-the-editor and op-editorials appearing in major media. H&K is also developing integral components that will ultimately benefit all states, including key messages and support materials.
The AOA expects “significant and measurable results” within the first 6 months. “Members will see key deliverables that benefit optometry and the states, such as materials and research, action that results in elevating awareness of the profession, such as widespread media coverage, and feedback opportunities,” said the AOA.
“The best thing that anyone can do to demonstrate optometry’s commitment to eye care for the public is position himself or herself as an advocate for not just what they do, but for the patients or community that they serve,” Dr. Cockrell said.
According to the AOA summary, the organization believes it is essential to continue the campaign to educate the public and to protect optometrists’ ability to serve patients to the best of their ability.
Dr. Cockrell concluded by saying, “It’s a critical time for optometry to respond. Some of our affiliates have been attacked in the media in a very negative, vitriolic manner. We will respond in a positive fashion, as we have always done. It is always good to clarify to the public optometry’s role in the healthcare of the public.
For Your Information:
- David A. Cockrell, OD, FAAO, can be reached at 1711 W. Sixth St., Stillwater, OK 74074; (405) 372-1715; fax: (405) 372-3350; e-mail: dacockrell@cockrelleyecare.com.