Massage: Much-Kneaded Complementary Health Care

Story Ideas for the Media

It’s proven: Massage provides tremendous therapeutic benefits. Scientific research shows that massage reduces heart rate, lowers blood pressure, relaxes muscles and improves range of motion, just to name a few benefits. Massage complements traditional health care by soothing a number of ailments, such as stress, arthritis, hyperactivity, backaches, and headaches.

It’s popular: People are recognizing the important health benefits of regular massage. A national survey conducted for the American Massage Therapy Association (AMTA) in 1999 showed that 27% of adults had therapeutic massage in the last five years, compared to 17% in a 1997 study who said they had a massage in the previous five years.

It’s news: Rising in practice and popularity, massage is a great subject for news and feature stories year-round. AMTA massage therapists across the country can provide insight on the many benefits of massage. AMTA is a professional organization representing 42,000 massage therapists. All AMTA professional members have demonstrated a level of skill and knowledge through education and/or testing – and they’re easy for consumers to find. With AMTA’s Find A Massage TherapistSM national locator service, consumers can find a qualified massage therapist near them through a toll-free phone call (888-THE-AMTA) or a quick visit to AMTA’s Web site (www.amtamassage.org).

AMTA: The Recognized Resource in Massage

SOME STORY IDEAS TO CONSIDER THROUGHOUT THE YEAR

SUMMER

June • Headache Awareness Week

Best estimates indicate that between 40 and 50 million Americans suffer from chronic or repeated headaches. Massage eases headache pain by stimulating pressure points, relieving tension in tight neck and shoulder muscles, and releasing endorphins — it’s a natural pain reliever.

June • Men’s Health Week/Father’s Day

Stress and high blood pressure are ailments common among men. Massage can be a great gift alternative for men to provide some relief to factors caused by diet, work, fitness, etc.

July/August • "Weekend Warriors"

Summer is the season when both men and women have a tendency to overexert themselves doing athletics, housework and/or yard work. Massage is great therapy for the "weekend warrior." It increases blood circulation and lymph flow and reduces muscle tension/spasms.

July/August, or anytime • "Become a Massage Therapist"

Becoming a massage therapist is serious business. What does it take to become a massage therapist who meets AMTA standards? It might surprise consumers to learn what education/training is needed. AMTA can provide information and interviewees on qualifications consumers should look for when selecting a massage therapist and a description of what to expect during a massage.

Fall/Winter:

September • Labor Day

More and more employers offer employee "perks" as part of their employment package. According to the Society for Human Resources Management, at least 8% of businesses and organizations now offer therapeutic massage as an employee perk. Massage reduces stress, increases employee productivity and morale, and reduces absenteeism. Consider interviewing employees in your area about the effect massage has on their performance in the workplace.

September • Summer Olympics in Sydney

Massage therapists will accompany U.S. athletes to Sydney. As you look at the training and preparation athletes have used to bring their performances to a peak, consider having an AMTA massage therapist explain the benefits associated with the different forms of massage used during warm-up, competition and post-competition.

October-December • Fall/Winter Outdoor Work

Raking leaves and shoveling snow add up to lots of sore muscles. Massage helps relieve muscle strains that result from these often-strenuous activities. AMTA members are excellent sources for your stories when Mother Nature strikes.

November, or anytime • "Understanding Massage"

There are more ways than one to deliver a massage; different massage techniques are used for different conditions and situations. Help consumers understand the broad scope and basic techniques of massage by pursuing a basic tutorial (kind of a "Massage 101") about the various forms of massage. Help consumers understand that a professional massage therapist is the best person to help them decide what type of massage they need.

December • Holiday Stress

Shopping for gifts…demanding social commitments…family gatherings – no wonder people stress out during the holiday season. Massage can help lift those dampened spirits and rejuvenate even the most tense holiday reveler. In fact, many malls and department stores arrange for on-site massage therapy sessions to provide shoppers much-needed stress relief. AMTA members in your area can talk about how massage fits in to the holiday routine.

SPRING:

March-May • Sports, Sports, Sports

March Madness. Spring Training. The NBA Playoffs. The Masters. Spring is a busy time for professional sports, and massage is in the training room every step of the way. Consider taking a look at how professional athletes incorporate massage into their pre- and post-game routines – and how the amateur athlete can benefit as well.

April • Tax Time

While nothing can ease the pain felt by taxpayers when they write that check to Uncle Sam, massage can play a role in alleviating the stress of tax time. And it’s not just the general public who enjoy the benefits of massage – post offices and tax-preparing firms often hire massage therapists for their employees during this high-volume period.

Reporters, writers and editors

For more information on massage therapy and the American Massage Therapy Association, contact Ron Precht, Communications Manager at 847-869-5127, ext. 149 or via email at rprecht@inet.amtamassage.org. AMTA spokespeople are available in most major U.S. media markets.