> From: Jim & Winnie Mading <[log in to unmask]>
>
>
> The canned response people have been getting from AAP seems ti indicate
> that that is a blind alley.  Maybe the suggestion of getting media
> publicity is more viable.  Anyone with a good media contact want to
> tackle that approach?

I've been thinking about this approach since Barbara Latterner suggested it
on the weekend.

These are just some off-the-top-of-my-head thoughts:

The AMA/Sunbeam issue referenced here by Julia Barrett (where the AMA signed
an endorsement contract with Sunbeam) was a big media issue, and the AMA was
forced both by publicity and by member outrage to change its decision. They
ended up having to pay Sunbeam, who sued for breach of contract.

It would be wonderful if a similar campaign around Ross/AAP had a similar
effect. Studying the AMA/Sunbeam campaign should give some direction with
regard to effective tactics, publicity being just one tactic.

I think the *members* of AAP are in the strongest position to make this
case. There are lots of ways to get publicity, but the effort needs
organization, it needs some sort of official group/task force to hang its
hat on, and some dedicated volunteer efforts on the part of some pro
publicists/pr types.

Note the AMA hired outside help in the form of issues management specialists
during and after the Sunbeam fiasco.

One difference I am detecting between the AMA and AAP situations - the
membership of the AMA was widely outraged. Would that be the case with the
AAP membership, or are the ties between pediatricians and formula makers so
strong that the members won't see it as a problem? It's will be harder to
gain media coverage if there is only outside criticism of the AAP and little
support for the cause from members.

-- Jodine Chase
Lactnet Lurker by night, news analyst and public relations person by day.

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