By Jack E. Appleman, CBC, President, SG Communications
Many industries were already hurting due to various
reasons before Sept. 11. After that now-infamous date, some are
being pushed to the brink of bankruptcy. In tough times, companies
should be able to turn to trade associations for support. And one
of the best services a trade group can provide its members is proactive
public relations, which can raise the image of the entire industry.
We're not just talking about submitting a press release
on the election of the new officers or a photo of the charity golf
outing. We're talking about delivering messages that can shape public
opinion by highlighting the critical role members play.
Take the travel agency business, which had been declining for years
due to the rise in on-line booking, and then took a huge hit after
the Sept. 11 airline disasters. An association representing this
industry could submit a story to a newspaper or trade magazine calling
attention to a travel agent's value-added services that are not
available through the Internet.
The article could include a businessperson's account of how a
travel agent saved him or her from missing a vital meeting by quickly
re-booking a suddenly canceled flight. This same issue could be
discussed on a TV or radio talk show.
Public relations can help the countless organizations whose member
firms are misunderstood, like insurance brokers -- viewed by some
as commission-hungry salespeople offering the same products. An
association representing brokers could use the media to explain
the value its members provide employers, such as selecting insurance
plans and carriers best suited to their needs, meeting with employees
to review benefit provisions and helping to get claims paid. Media
coverage could also clear up the misconception that employers pay
more for insurance when using a broker.
Whatever your industry or professional trade, you can develop story
ideas to enhance your reputation. But the media will not come
to you asking for these stories. You need to go out and get them
through a proactive PR campaign based on legitimate news angles
-- so your efforts don't come across as self-serving to the industry.
Then you need to maintain an ongoing dialogue with the editors,
writers and producers and continually suggest new story angles for
which your association is an authority.
Getting favorable media coverage is not easy. It requires a well-orchestrated
public relations strategy. But the rewards are worth it. They include
greater visibility, enhanced credibility and a huge economic boost
that can help your industry prosper in these and future challenging
times.
