Article archive / June 1, 2010
Originally published: . Volume 1, No. 10. Source pages: 14.
The National Association of Professional Psychology Providers (NAPPP) is preparing to launch a massive national media campaign. They understand media. They have retained the services of a consulting group to help “design and implement a major public awareness program” that will roll out systematically over time, subsequent to having sufficient funding in place.
What distinguishes this professional media campaign from one run by amateurs? First, those in need of publicity have the good sense to hire media experts to oversee the entire project. Second, they rely on the experts to lay out a comprehensive plan to reach the public. Third, they realize they need to pay the experts and have put in place plans to raise the money to do so.
NAPPP is smart enough to realize that the volunteer outreach of psychologists needs to take place under the guidance of and within the framework of media professionals. NAPPP also is smart enough to engage psychologists early in the process of developing a major public awareness campaign, by sending out a well-packaged announcement to its members, along with a sample newspaper ad.
Psychologists who want the public to see them as best qualified to diagnose and treat their mental health problems need to realize that selling the public on this perception requires an entirely different set of skills from those that they as clinicians use privately in their offices and clinics.
NAPPP sets an excellent example of what to do when you need help outside your realm of expertise. In contrast to more short-sighted public education efforts, the NAPPP campaign appears to be putting everyone in the right place. Psychologists are experts in psychology. They need experts in media.
Please email comments to Dr. Dardard at mediaservices@drsusandardard.com.
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