2012 APA Presidential Candidate Armand R. Cerbone, PhD

by Armand R. Cerbone, PhD

What are your short-, mid-, and long-term plans to insure the financial stability of the APAPO?

APAPO is my #1 priority for practice.

As the c(6) arm of psychology, APAPO needs financial and structural development to maintain the necessary stability for aggressive advocacy. In this difficult economy, APAPO must promote behavioral science as what makes psychology unique, indispensable and marketable, while helping practitioners adapt to changing demographics, healthcare policy and economics. At root, the key to financial stability for practitioners is convincing the public that psychology improves health and quality of life. Likewise, when psychologists believe APAPO improves the business of practice, practitioners will support APAPO’s financial stability.

  • In the short term, I support the following: 

    • Working with CAPP’s Financial Committee and the APAPO Board to develop innovative strategies for fundraising and investing, and to find dependable streams of revenue. 

    • Consistent with the APA strategic plan, improving APAPO coordination in governance. 

    • Aiding practitioners, where desired, to monitor and to adapt to marketplace forces, e.g., diversifying services, social networking and partnering with other healthcare providers.

    • Employing IT tools to encourage meaningful dialogue with practitioners. 

    • Employing IT platforms to broadcast psychology’s value to consumers.

  • For the mid term, I propose 

    • Expanding fundraising with a sophisticated plan, independent of dues tithing. 

    • Furthering the development of treatment guidelines, most significant new direction and promising contribution to healthcare.

  • Successful long-term planning begins now.  I advocate 

    • Tracking implications of changing economics, policy, demographics and delivery systems. 

    • Using IT to encourage innovation in practice and to engage the public.


What initiatives will you undertake to educate the public about the services of psychologists?

Our first challenge is to convince the public and policy makers that our science and evidence based practices are essential components of effective, cost-efficient healthcare. It begins with building on the pervasive usage of “psychology” in public discourse and media by linking it with our behavioral science and its relevance to people’s health and quality of life. 

I see two ready avenues for the APAPO: the Public Education Campaign (PEC) and the virtual world. 

  • PEC reports the kind of success we need here. PEC must have sufficient funds to market the advantages of psychological services.  

  • Our virtual tools and platforms are effective in reaching millions with any message we choose and are our most cost-effective vehicles. Together with our Member Communications Office, the APAPO can mount very promising campaigns.

APAPO faces another persistent hurdle: dispelling the pervasive stigma against mental health treatment. Medicine and social work may appear more attractive to consumers because they offer problem-solving and medical interventions. Psychology involves more demanding, more difficult changes in attitude and behavior. But we are also experts in behavioral change; we need to promote the value of that expertise on Main Street.

Our greatest challenge is marshaling our own voices behind a common vision.  In my judgment, our individual and collective futures depend on it. I ask that our vision be what it has always been: We will be as successful as our commitment to service is strong and as valued as our science is evident in our interventions.


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