2011 AANS Annual Report - page 12

2011
AANS ANNUAL REPORT
12
New Mediums Drive Member
Communication
AANS Neurosurgeon continues to publish in-depth peer-reviewed
articles and explore the key socioeconomic issues affecting the
specialty. A decision was made in fiscal year 2011 to transition
AANS Neurosurgeon into an online-only publication, enabling
quick posting of breaking stories and AANS-focused updates.
Cover articles in fiscal year 2011 included “Attracting Top Medical
Students to Neurosurgery” and the very timely “Inside Sports-
Related Head Injury — Tau Inclusion Bodies and Proteins in a
Tangle.” The publication of the latter nicely complemented the
79th AANS Annual Scientific Meeting and National Neurosurgery
Awareness Week, with their respective sports-related injury
prevention themes and events.
The AANS is committed to developing products and services that
address both the clinical and practice management needs of its
members. In fiscal year 2011, new offerings included:
n
Bridging Global Boundaries in Neurosurgery
n
Advocating for Organized Neurosurgery — Protecting and
Expanding its Boundaries
n
Promoting the Message — Neurosurgery Beyond the Page
While media and its resources were not
immune to the economic downturn that
continued to hit hard in 2010, AANS
media campaigns still scored big in the
United States and globally. ANNS-related
messaging had the potential to generate
265 million media impressions in 2004;
in 2010, AANS-focused messaging
potentially generated some 5.5 billion media
impressions, close to the world’s population,
exceeding 2009 potential totals by 1.5 billion media impressions. In
addition to United States media outlets, the AANS-related outreach
was picked up in 23 countries around the world.
Sports-Related Injury Prevention
Topics Score Winning Goal
The AANS publicized a compendium of articles on ice hockey
concussions published in the November 2010 edition of
Neurosurgical Focus. Among the authors were neurosurgeons
Charles H. Tator, MD, PhD, MA, FAANS; Robert C. Cantu, MD,
FAANS, FACS; and Michael D. Cusimano, MD, FAANS. A press
conference was held in Toronto on Monday, Nov. 1, in sync with the
PR distributed by the AANS that day.
This topic is so timely that several large outlets published multiple
articles. The articles continued to generate coverage months
later. Top media hits were Associated Press,
The New York Times
,
ABC News,
Sports Illustrated
,
Los Angeles Times
,
Chicago Tribune
,
Montreal Gazette, The Globe and Mail
,
The Washington Post, Atlanta
Journal-Constitution
,
San Francisco Chronicle
, The Arizona Republic,
The Huffington Post,
U.S. News & World Report
, Yahoo!News.
com and
Forbes
. To date, there have been 173 articles reaching
a potential audience of 486 million, making this one of the most
successful
Journal of Neurosurgery
media campaigns ever and
possibly generating the highest media coverage ever via a single
AANS press release.
The AANS celebrated National Neurosurgery Awareness Week,
April 10-16, 2011, with a Public Service Announcement (PSA) by
2010-2011 AANS President James T. Rutka, MD, PhD, FAANS,
leading off the week. The PSA aired 459 times on 441 radio
stations in 226 cities/towns across the country and in 24 of the
top 25 radio markets. A confirmed 3.4 million people tuned into this
specific broadcast over the course of the week.
A Spectrum of Neurosurgical
Research Propels the AANS Annual
Scientific Meeting Media Message
The 11 scientific abstracts selected by the Public Relations Committee
to highlight for the media generated impressive media coverage
and matched the 1.15-million circulation mark set at the 2010 AANS
Annual Meeting, while the number of articles doubled. Three of
the 11 oral abstracts promoted to the media yielded interviews on
HealthDay, which led to a combined total of 246 of the 500 articles/
broadcast pieces and, together, 651.7 million media impressions.
Coverage was in health-focused media such as Medscape.com
and Modern Medicine.com, as well as a wide array of major lay
press, including Yahoo!News.com,
Forbes
,
The Wall Street Journal
,
USAToday
,
U.S. News & World Report
,
Bloomberg Business Week
,
Newsday
,
Dallas Morning News
,
Health
and RealAge.com. There was
broadcast interest, too, with NPR and ABC 7 Chicago among the 146
radio and television stations that covered the research. Furthermore,
journalists from all over the world were on board with coverage in
Australia, Canada, Germany, India, Mexico, South Africa, Switzerland,
Trinidad and the United Kingdom.
1...,2,3,4,5,6,7,8,9,10,11 13,14,15,16,17,18,19,20,21,22,...26
Powered by FlippingBook