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CAA Annual Report : 2012 Annual Report
5 Our positive reactive media relations involved common themes such as: • dispelling posture myths • choosing the best mattress and pillow • choosing the best office chair • how to avoid ‘tech neck’ • how to improve your posture • recommended stretches for your back and neck On the flip side of the coin we have been regularly responding to reactive media and issues management as a result of the continued campaign against chiropractic by the Friends of Science in Medicine (FSM). There have been a number of negative articles attempting to undermine chiropractic. Attributable to this is the increasing number of journalists who are aligning themselves with FSM and in fact, joining the group. In addition several mainstream reputable medical reporters have consistently reported negative coverage and in return have not utilised the CAA’s responses when provided. In an effort to provide the positive story of chiropractic in the public arena CAA National has consulted with Ogilvy PR, independent media experts and legal counsel. The CAA National board has developed a range of short media statements and more extensive information on specific topics for the media and government. The board continues to work strategically to minimise the outcome of negative press and approaches by the FSM to the Federal Government, the universities and other major stakeholders in the health arena. A highlight in terms of membership services was the launch in January 2012 of the HR service provided by Wentworth Advantage – Chiropractors HR+. It has been very popular with members who have provided very positive feedback. The average monthly call rate to their help-line has been 52. There have been 1,135 on-line technical resources viewed out of the 261 on-line resources produced by Wentworth Advantage. It is CAA National’s intention to renew the contract to continue the service for members for a further 12 months. In March 2012 I advised the board that I did not intend to renew my contract which was due to expire on 30 June as I was retiring. I offered to extend my employment until 31 December to give sufficient time for the board to search for and recruit a new CEO and to allow for a smooth transition. This will be my last annual report to the members. To say that I am not feeling a tinge of sadness would be untrue. I have spent 10 years in the role of CEO and before that time as Operations Manager, and prior to that as Executive Assistant to three previous CEOs. It has been a time of great personal growth and development for me as I am sure it has been for chiropractors. I have worked closely with many presidents, directors, and other members. Chiropractors and the CAA have enriched my life in so many ways. To the many members who have given me their friendship and support I extend my thanks. I take this opportunity to sincerely thank all the staff I have worked with over the years. They have helped shape me as a person and supported me in my role. At a personal level I can say that I have given my best to chiropractors and chiropractic. I know that I have met the many challenges that faced me over what has been a considerable part of my life and I am content that the company I am leaving is in a strong financial position. The company, the profession and chiropractic will continue to evolve and it is now time for me to create in different ways.
2013 Annual Report