- Email: [email protected]
National publicity for Children’s Dental Health Week
T h e CBS-TV n e tw o rk progra m “ C a p ta in K a n g a ro o ” fe a tu re d d e n ta l h e a lth d u rin g N a tio n a l C h ild r e n ’s D e n ta l H e a lth W eek. A n e s tim a te d a u d ie n c e o f 7 m illio n c h ild r e n an d t h e ir p a re n ts w a tc h th is progra m w eekly.
Lendon S m ith , MD, “ T h e C h ild re n 's D o c to r," stre ssed th e v a rio u s a sp e cts o f p e d o d o n tic s d u rin g h is d a ily n o o n tim e b ro a d ca sts o ve r th e A BC -TV n e tw o rk .
National publicity for Children’s Dental Health Week Bureau of Public Information Bureau of Dental Health Education
Supplementing efforts of constituent and compo nent societies to obtain publicity for National Children’s Dental Health Week, the American Dental Association works with a New York pub lic relations firm in obtaining national exposure in major media. This is the fourth consecutive year that the Procter & Gamble Co. has supplied the services of its public relations agency to the Asso ciation. Component dental societies were given pub licity kits, prepared by the agency, which con tained radio and television scripts, photographs and news releases that could be adapted for use by local media. In addition, material supplied to the agency by the A D A Bureaus of Dental Health Education and Public Information was helpful in obtaining considerable publicity in national maga zines, syndicated newspaper columns, and on net work television and radio. As in the past two years, the national publicity campaign provided in-depth information on den tistry and dental health to the general public in order to generate both short- and long-term cover age by national media. The results of this effort, as indicated in the table, show that dentistry and dental health will be subjects of articles and broad
cast features for many months to come. It is dif ficult to determine the long-term results of these efforts, but it has been obvious to the Association Bureaus that a good portion of national coverage of dentistry by major media has been based on contacts made in conjunction with Children’s Dental Health Week. The table summarizes television, radio, maga zine, and newspaper syndicate coverage which re sulted from the publicity portion of the national program for Children’s Dental Health Week.
C a m ille Lee o f H ow ard U n iv e rs ity appeared on th e s y n d i c a te d te le v is io n p ro g ra m “ W h a t’s M y L in e ,” to fo c u s a tte n tio n on c h ild r e n ’s d e n ta l h e a lth a n d ca re e rs in d e n tis try fo r w om e n.
381
Table ■ Sum m ary rep ort, National C h ild re n ’s Dental Health Week, Feb. 2-5, 1 9 6 9 . Exposure
P rin t p u blicity
Description
Lad ies’ H o m e Jou rnal
T h e F e b r u a r y i s s u e t a l k e d a b o u t w h a t t o d o if a c h i l d a c c i d e n t a l l y h a s a t o o t h k n o c k e d o u t in D a v i d Z i m m e r m a n ’s “ M e d i c i n e T o d a y ” c o l u m n .
Th is W e e k
C o lu m n is t B o b b ie A s h le y d is c u s s e d th e n e w plastic c o a tin g w h ic h b e i n g d e v e l o p e d to h e l p m a k e t e e t h i m p r e g n a b l e t o d e c a y in h e r “ I t ’s A Y o u n g W o rld ’’ c o lu m n .
W o m a n ’s Day
A 3 -p a g e article on th e im p o rta n c e of p re v e n tiv e an d in te rc e p tiv e o r t h o d o n t i c s by T h e o d o r e B e r l a n d a p p e a r e d in t h e M a y issue o f this p u b lic a tio n .
G ood H o u sekeep in g
“ T h e B e tte r W a y ” section c a r r ie d a fu ll-p a g e article
on
a b o u t d e n t i s t r y e n t i t l e d “ D e n t a l M y t h s t o C h e w O n , ” in
facts the
1 3 ,0 0 0 ,0 0 0 circ u la tio n
is
6 ,6 0 0 ,0 0 0 circ u la tio n
and May
6 ,8 0 0 ,0 0 0 circ u la tio n
5 ,5 0 0 ,0 0 0 circ u la tio n
fallacies issue.
7 ,5 0 0 ,0 0 0 circulation
Scien ce editor A lb ert R o s e n fe ld in te rv ie w e d S e y m o u r K re s h o v e r, d ire c to r of the N a tio n a l Institute of D e n ta l R e s e a rc h , a b o u t n ew d e v e lo p m e n ts
Life
in d e n t a l r e s e a r c h . 1 ,0 0 0 ,0 0 0
In M a y , C a m i l l e L e e , in a n a r t i c l e o n “ B l a c k G r a d u a t e ’ s P r o b l e m s , ” d is c u s s e d c a r e e r s o p e n to N e g r o co lleg e s tu d e n ts a n d d e s c r ib e d d e n tis try as a r e w a r d in g c a r e e r w ith g r e a t o p p o r tu n itie s fo r w o m e n .
Ebony
c irc u la tio n
L a d y ’s C ircle
In t h e F e b r u a r y i s s u e , m e d i c i n e e d i t o r E l l e n C r a n e t a l k e d a b o u t to o t h t r a n s p l a n t s in h e r c o l u m n , “ W h a t ’s N e w In M e d i c i n e . ” In t h e M a r c h Is s u e , M i s s C r a n e d e s c r i b e d t h e e f f e c t s o f s m o k i n g o n t e e t h in t h e s a m e c o l u m n . A n d in t h e A p r i l i s s u e , s h e t a l k e d a b o u t t h e s ilic a m a t e r i a l w h i c h is b e i n g t e s t e d t o p r o m o t e b e t t e r d e n t u r e a d h e s i o n .
U n ite d
O t t o S t u r m w ill b e m a i l i n g s e v e r a l n e w s f e a t u r e b r i e f s ( w i t h s t a t is t ic s a b o u t t h e n a t i o n ’s d e n t a l h e a l t h ) t o e d i t o r s a t n e a r ) y 1 , 4 0 0 d a i l i e s t h r o u g h o u t t h e c o u n t r y . W o m e n ’ s e d i t o r P a t M c C o r m a c k is c o n s i d e r i n g story on cosm etic d en tistry.
Press International
A ssociated
Press
T h i s w i r e s e r v i c e ’s n e w s f e a t u r e s e d i t o r , M a r y C a m p b e l l , w ill a l s o m a ilin g s e v e ra l n e w s b rie fs to e d ito rs a t n e a rly 1 , 8 0 0 d ailies across th e c o u n try .
5 0 0 ,0 0 0 c ircu latio n
be
W o rld B ook E ncyclo p ed ia Scien ce S erv ic e
W rite r R u th W in te r has in te rv ie w e d R u d o lp h F riedrich of th e C o lu m b ia U n iv e r s ity S c h o o l of D e n ta l a n d O r a l S u r g e r y fo r h e r p h o t o - f e a t u r e s to ry on th e fu tu re of d e n tis try , d e s ig n e d fo r pick u p by S u n d a y s u p p le m e n ts .
K ing F e a tu re s
I n M a y t h i s f e a t u r e s y n d i c a t e ’s w i d e l y r e a d c o l u m n i s t P h y l l i s B a t t e l S e d i s c u s s e d t h e r e l a t i o n o f o r a l d i s e a s e t o t e n s i o n in h e r “ A s s i g n m e n t A m e ric a ” co lu m n .
W o m e n 's M e d ic a l N e w s S e rvice (S ynd icated n atio nally)
F e a t u r e w r i t e r B e t h a m i P r o b s t is p l a n n i n g t o d o w h a t i t i s, a n d h o w i t c a n a f f e c t y o u r c h i l d r e n .
T e le v is io n publicity
D escription
C ap tain K an garoo (C B S -T V N e tw o r k )
T h is show m e n tio n e d N a tio n a l C h ild r e n ’s D e n ta l H e a lth W e e k an d stressed t h e i m p o r t a n c e o f m a i n t a i n i n g g o o d d e n t a l h e a l t h r o u t i n e s t o it s a u d i e n c e o f 7 m illio n c h ild r e n a n d t h e i r p a r e n t s .
T h e C h ild r e n ’s D octor (A B C -T V N e tw o rk )
L e n d o n S m i t h t a l k e d a b o u t v a r i o u s a s p e c t s of p e d o d o n t i c s a n d c h i l d r e n ’ s d e n tis try on this n o o n tim e show d u r in g e a c h d a y of N a tio n a l C h ild r e n ’s D e n ta l
an
article
on
1 ,4 0 0
n ew spapers
1 ,8 0 0
new spapers
75
n ew spapers
a
6 0 0 d ailies 9 0 0 w eeklies
p e dodontics —
Exposure 30 7
m in u tes m illion a u d ie n c e
H e a lth W e e k . W h a t ’s M y Line (synd icated n atio nally)
C a m ille Lee a p p e a r e d as a g u e s t on this sh o w w h ic h was ta p e d F e b r u a r y a n d a i r e d in N e w Y o r k o n M a r c h 4 . A i r d a t e s in t h e m a j o r m a r k e t c it i e s in w h i c h t h i s s h o w is c a r r i e d v a r y w i d e l y .
R om per Room
T h is s h o w d e v o te d p a r t of e v e r y p r o g r a m
to d e n ta l
h ealth
d u rin g
NCDHW.
T h e e x c l u s i v e d e n t a l h e a l t h f i l m t h e s h o w u s e s w ill a l s o b e m o d ifie d d e n t a l h e a lth p r o g r a m in S e p t e m b e r o r O c to b e r .
shown
Girl Talk (s y n d ic a te d n a tio n a lly )
This p ro g ra m
discu ssio n .
College, Bowl ( N B C - T V ) Jeopardy (N B C -T V ) D ream House (A B C -T V ) H ollyw o o d S q u a re s (A B C -T V )
Al l o f t h e s e g e n e r a l - q u e s t i o n q u i z s h o w s a r e u s i n g q u e s t i o n s r e l a t i n g d e n t i s t r y , d e n t a l h e a l t h , a n d d e n t a l r e s e a r c h r e s u l t i n g in c o n t i n u i n g , m u ltip le n e tw o rk e x p o s u re fo r d en tistry.
(s y n d ic a te d n a tio n a lly )
is p l a n n i n g to i n c l u d e C a m i l l e L e e
in
a
panel
again
30
in
a
m in utes 8
m illion
each
day
aud ien ce
3 0 m inutes 3 m illio n a u d ie n c e
to
Exposure
Radio p ro g ra m
D escription
M on itor (N B C -R a d io N e tw o rk )
S e y m o u r K r e s h o v e r o f t h e N a t i o n a l I n s t i t u t e o f D e n t a l R e s e a r c h t a p e d an in te rv ie w on F e b ru a ry 4 . T h e tw o r e s u ltin g p ro g r a m s e g m e n ts w e r e a ired the w e e k e n d s of F e b r u a r y 1 5 a n d M a r c h 1 5 .
W o rld T o d ay ( M u tu a l B ro a d c a s tin g System )
D o c to r K r e s h o v e r also ta p e d a n in te rv ie w fo r th is sh o w on F e b r u a r y 4 . T h e interview w a s a ire d over m o r e th a n 5 0 0 affiliates of M u tu a l d u rin g th e w e e k of F e b r u a r y 1 0 .
D im e n s io n on H e a lth (C B S -R ad io N e tw o rk )
T h i s p r o g r a m is c o n s i d e r i n g D r . K r e s h o v e r f o r a n i n t e r v i e w a n d r e s e a r c h . A t a p i n g d a t e is c u r r e n t l y b e i n g a r r a n g e d .
3 8 2 ■ JADA, Vol. 7 9 , August 1969
20
on
dental
2 ,5 0 0 ,0 0 0
aud ien ce
on
h ealth
350
stations
Lendon S m ith , MD, “ T h e C h ild re n 's D o c to r," stre ssed th e v a rio u s a sp e cts o f p e d o d o n tic s d u rin g h is d a ily n o o n tim e b ro a d ca sts o ve r th e A BC -TV n e tw o rk .
National publicity for Children’s Dental Health Week Bureau of Public Information Bureau of Dental Health Education
Supplementing efforts of constituent and compo nent societies to obtain publicity for National Children’s Dental Health Week, the American Dental Association works with a New York pub lic relations firm in obtaining national exposure in major media. This is the fourth consecutive year that the Procter & Gamble Co. has supplied the services of its public relations agency to the Asso ciation. Component dental societies were given pub licity kits, prepared by the agency, which con tained radio and television scripts, photographs and news releases that could be adapted for use by local media. In addition, material supplied to the agency by the A D A Bureaus of Dental Health Education and Public Information was helpful in obtaining considerable publicity in national maga zines, syndicated newspaper columns, and on net work television and radio. As in the past two years, the national publicity campaign provided in-depth information on den tistry and dental health to the general public in order to generate both short- and long-term cover age by national media. The results of this effort, as indicated in the table, show that dentistry and dental health will be subjects of articles and broad
cast features for many months to come. It is dif ficult to determine the long-term results of these efforts, but it has been obvious to the Association Bureaus that a good portion of national coverage of dentistry by major media has been based on contacts made in conjunction with Children’s Dental Health Week. The table summarizes television, radio, maga zine, and newspaper syndicate coverage which re sulted from the publicity portion of the national program for Children’s Dental Health Week.
C a m ille Lee o f H ow ard U n iv e rs ity appeared on th e s y n d i c a te d te le v is io n p ro g ra m “ W h a t’s M y L in e ,” to fo c u s a tte n tio n on c h ild r e n ’s d e n ta l h e a lth a n d ca re e rs in d e n tis try fo r w om e n.
381
Table ■ Sum m ary rep ort, National C h ild re n ’s Dental Health Week, Feb. 2-5, 1 9 6 9 . Exposure
P rin t p u blicity
Description
Lad ies’ H o m e Jou rnal
T h e F e b r u a r y i s s u e t a l k e d a b o u t w h a t t o d o if a c h i l d a c c i d e n t a l l y h a s a t o o t h k n o c k e d o u t in D a v i d Z i m m e r m a n ’s “ M e d i c i n e T o d a y ” c o l u m n .
Th is W e e k
C o lu m n is t B o b b ie A s h le y d is c u s s e d th e n e w plastic c o a tin g w h ic h b e i n g d e v e l o p e d to h e l p m a k e t e e t h i m p r e g n a b l e t o d e c a y in h e r “ I t ’s A Y o u n g W o rld ’’ c o lu m n .
W o m a n ’s Day
A 3 -p a g e article on th e im p o rta n c e of p re v e n tiv e an d in te rc e p tiv e o r t h o d o n t i c s by T h e o d o r e B e r l a n d a p p e a r e d in t h e M a y issue o f this p u b lic a tio n .
G ood H o u sekeep in g
“ T h e B e tte r W a y ” section c a r r ie d a fu ll-p a g e article
on
a b o u t d e n t i s t r y e n t i t l e d “ D e n t a l M y t h s t o C h e w O n , ” in
facts the
1 3 ,0 0 0 ,0 0 0 circ u la tio n
is
6 ,6 0 0 ,0 0 0 circ u la tio n
and May
6 ,8 0 0 ,0 0 0 circ u la tio n
5 ,5 0 0 ,0 0 0 circ u la tio n
fallacies issue.
7 ,5 0 0 ,0 0 0 circulation
Scien ce editor A lb ert R o s e n fe ld in te rv ie w e d S e y m o u r K re s h o v e r, d ire c to r of the N a tio n a l Institute of D e n ta l R e s e a rc h , a b o u t n ew d e v e lo p m e n ts
Life
in d e n t a l r e s e a r c h . 1 ,0 0 0 ,0 0 0
In M a y , C a m i l l e L e e , in a n a r t i c l e o n “ B l a c k G r a d u a t e ’ s P r o b l e m s , ” d is c u s s e d c a r e e r s o p e n to N e g r o co lleg e s tu d e n ts a n d d e s c r ib e d d e n tis try as a r e w a r d in g c a r e e r w ith g r e a t o p p o r tu n itie s fo r w o m e n .
Ebony
c irc u la tio n
L a d y ’s C ircle
In t h e F e b r u a r y i s s u e , m e d i c i n e e d i t o r E l l e n C r a n e t a l k e d a b o u t to o t h t r a n s p l a n t s in h e r c o l u m n , “ W h a t ’s N e w In M e d i c i n e . ” In t h e M a r c h Is s u e , M i s s C r a n e d e s c r i b e d t h e e f f e c t s o f s m o k i n g o n t e e t h in t h e s a m e c o l u m n . A n d in t h e A p r i l i s s u e , s h e t a l k e d a b o u t t h e s ilic a m a t e r i a l w h i c h is b e i n g t e s t e d t o p r o m o t e b e t t e r d e n t u r e a d h e s i o n .
U n ite d
O t t o S t u r m w ill b e m a i l i n g s e v e r a l n e w s f e a t u r e b r i e f s ( w i t h s t a t is t ic s a b o u t t h e n a t i o n ’s d e n t a l h e a l t h ) t o e d i t o r s a t n e a r ) y 1 , 4 0 0 d a i l i e s t h r o u g h o u t t h e c o u n t r y . W o m e n ’ s e d i t o r P a t M c C o r m a c k is c o n s i d e r i n g story on cosm etic d en tistry.
Press International
A ssociated
Press
T h i s w i r e s e r v i c e ’s n e w s f e a t u r e s e d i t o r , M a r y C a m p b e l l , w ill a l s o m a ilin g s e v e ra l n e w s b rie fs to e d ito rs a t n e a rly 1 , 8 0 0 d ailies across th e c o u n try .
5 0 0 ,0 0 0 c ircu latio n
be
W o rld B ook E ncyclo p ed ia Scien ce S erv ic e
W rite r R u th W in te r has in te rv ie w e d R u d o lp h F riedrich of th e C o lu m b ia U n iv e r s ity S c h o o l of D e n ta l a n d O r a l S u r g e r y fo r h e r p h o t o - f e a t u r e s to ry on th e fu tu re of d e n tis try , d e s ig n e d fo r pick u p by S u n d a y s u p p le m e n ts .
K ing F e a tu re s
I n M a y t h i s f e a t u r e s y n d i c a t e ’s w i d e l y r e a d c o l u m n i s t P h y l l i s B a t t e l S e d i s c u s s e d t h e r e l a t i o n o f o r a l d i s e a s e t o t e n s i o n in h e r “ A s s i g n m e n t A m e ric a ” co lu m n .
W o m e n 's M e d ic a l N e w s S e rvice (S ynd icated n atio nally)
F e a t u r e w r i t e r B e t h a m i P r o b s t is p l a n n i n g t o d o w h a t i t i s, a n d h o w i t c a n a f f e c t y o u r c h i l d r e n .
T e le v is io n publicity
D escription
C ap tain K an garoo (C B S -T V N e tw o r k )
T h is show m e n tio n e d N a tio n a l C h ild r e n ’s D e n ta l H e a lth W e e k an d stressed t h e i m p o r t a n c e o f m a i n t a i n i n g g o o d d e n t a l h e a l t h r o u t i n e s t o it s a u d i e n c e o f 7 m illio n c h ild r e n a n d t h e i r p a r e n t s .
T h e C h ild r e n ’s D octor (A B C -T V N e tw o rk )
L e n d o n S m i t h t a l k e d a b o u t v a r i o u s a s p e c t s of p e d o d o n t i c s a n d c h i l d r e n ’ s d e n tis try on this n o o n tim e show d u r in g e a c h d a y of N a tio n a l C h ild r e n ’s D e n ta l
an
article
on
1 ,4 0 0
n ew spapers
1 ,8 0 0
new spapers
75
n ew spapers
a
6 0 0 d ailies 9 0 0 w eeklies
p e dodontics —
Exposure 30 7
m in u tes m illion a u d ie n c e
H e a lth W e e k . W h a t ’s M y Line (synd icated n atio nally)
C a m ille Lee a p p e a r e d as a g u e s t on this sh o w w h ic h was ta p e d F e b r u a r y a n d a i r e d in N e w Y o r k o n M a r c h 4 . A i r d a t e s in t h e m a j o r m a r k e t c it i e s in w h i c h t h i s s h o w is c a r r i e d v a r y w i d e l y .
R om per Room
T h is s h o w d e v o te d p a r t of e v e r y p r o g r a m
to d e n ta l
h ealth
d u rin g
NCDHW.
T h e e x c l u s i v e d e n t a l h e a l t h f i l m t h e s h o w u s e s w ill a l s o b e m o d ifie d d e n t a l h e a lth p r o g r a m in S e p t e m b e r o r O c to b e r .
shown
Girl Talk (s y n d ic a te d n a tio n a lly )
This p ro g ra m
discu ssio n .
College, Bowl ( N B C - T V ) Jeopardy (N B C -T V ) D ream House (A B C -T V ) H ollyw o o d S q u a re s (A B C -T V )
Al l o f t h e s e g e n e r a l - q u e s t i o n q u i z s h o w s a r e u s i n g q u e s t i o n s r e l a t i n g d e n t i s t r y , d e n t a l h e a l t h , a n d d e n t a l r e s e a r c h r e s u l t i n g in c o n t i n u i n g , m u ltip le n e tw o rk e x p o s u re fo r d en tistry.
(s y n d ic a te d n a tio n a lly )
is p l a n n i n g to i n c l u d e C a m i l l e L e e
in
a
panel
again
30
in
a
m in utes 8
m illion
each
day
aud ien ce
3 0 m inutes 3 m illio n a u d ie n c e
to
Exposure
Radio p ro g ra m
D escription
M on itor (N B C -R a d io N e tw o rk )
S e y m o u r K r e s h o v e r o f t h e N a t i o n a l I n s t i t u t e o f D e n t a l R e s e a r c h t a p e d an in te rv ie w on F e b ru a ry 4 . T h e tw o r e s u ltin g p ro g r a m s e g m e n ts w e r e a ired the w e e k e n d s of F e b r u a r y 1 5 a n d M a r c h 1 5 .
W o rld T o d ay ( M u tu a l B ro a d c a s tin g System )
D o c to r K r e s h o v e r also ta p e d a n in te rv ie w fo r th is sh o w on F e b r u a r y 4 . T h e interview w a s a ire d over m o r e th a n 5 0 0 affiliates of M u tu a l d u rin g th e w e e k of F e b r u a r y 1 0 .
D im e n s io n on H e a lth (C B S -R ad io N e tw o rk )
T h i s p r o g r a m is c o n s i d e r i n g D r . K r e s h o v e r f o r a n i n t e r v i e w a n d r e s e a r c h . A t a p i n g d a t e is c u r r e n t l y b e i n g a r r a n g e d .
3 8 2 ■ JADA, Vol. 7 9 , August 1969
20
on
dental
2 ,5 0 0 ,0 0 0
aud ien ce
on
h ealth
350
stations