By
Jack E. Appleman, CBC, President, SG Communications
Too busy to do more proactive public relations? You’re not
alone. Fifty percent of association executives with a predominantly
reactive PR program wanted to incorporate more proactive tactics.
The obstacle most often cited was lack of resources.
Proactive PR will produce positive media coverage that will increase
visibility and build credibility. It can be done cost-effectively
by targeting the media most popular with your key audiences. Here’s
a doable plan in a nutshell.
Set objectives
Clarify the desired results, such as helping to pass key legislation,
becoming the voice of the industry, highlighting the critical
role members play in the U.S. economy, or increasing attendance
and
vendor participation at conferences.
Identify audiences and media
Since a full-scale PR program is probably too costly, choose the
most important audiences to influence. Then target their key
media outlets such as national and regional trade publications
that cover your industry and other fields, regional business
publications, local TV/radio stations and selected Web sites.
Develop
story angles
If you want a steady flow of positive and meaningful press—beyond
your charity golf outing—you’ll need to develop several
legitimate story angles. These could include your association’s
perspective on breaking news, a profile on a member, an analysis
of an industry trend or the impact of proposed legislation. A news
hook could be tied to your upcoming conference, which could increase
attendance and vendor participation. Brainstorm with different
people on the staff and board and try to visualize the headline
of the story you’d like to see printed or broadcast.
Contact the media
Once you’ve got at least two or three legitimate story angles,
call the editor or producer. Be prepared to succinctly explain
your best idea in 60 seconds to a person who is inpatient and bombarded
daily with one idea after another. If you’re asked to send
materials, write a pitch letter that proposes the various ideas
and explains why your association’s spokesperson is an authority
on these topics. Also include background on your organization and
the issue.
Follow-up and stay in touch
Don’t expect the editor or producer to call back within a
few days. Be aggressive and call the person again, armed with additional
news angles or new twists on previously submitted ideas. Stay in
touch with key journalists throughout the year and become a source
to help them develop stories. This will not only generate positive
press, but will also increase the likelihood that your association
will be portrayed in a favorable light if a controversial story
emerges.
