The Fine Art of Community Relations Wins Trust for Surgeons

In 1999, the American Association of Orthopedic Surgeons' newly created PR department conducted baseline research to uncover top misconceptions about orthopedic surgeons - and,
thereby, identify its top communications goals. The research showed that while orthopedic surgeons tended to garner respect for their technical knowledge and surgical skills,
"they didn't come out very high on being warm, compassionate, caring doctors," says Sandy Gordon, director of public and media relations for the AAOS. Gordon and her team began
brainstorming ideas to re-position AAOS's 24,000 members as doctors who care.