Chinese medicine image promoted

A Chinese medicine organisation is preparing a PR push to fight negative press on alternative therapies.

The Register of Chinese Herbal Medicine (RCHM) - a not-for-profit body regulating the use of Chinese herbal medicine in the UK - has signed up Brighton-based Furner Communications to train senior staff in issues management and strategic communications.

Earlier this year the Daily Express ran an article entitled 'Chinese herbal medicine cost me both my kidneys'. The RCHM felt it should be better positioned to react to future coverage.

The organisation is also keen to position itself as a commentator on Chinese medicine issues. RCHM president Tony Harrison said: 'We know about herbalism, but not enough about dealing with the media.

'We need to get positive messages across about Chinese medicine at the same time as reacting to any negative press.'

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