Association public relations practices
A report by Jack E. Appleman, CBC

In 2002, Jack Appleman, President of SG Communications, conducted interviews with association executives regarding their public relations practices. Below are the objective, methodology and feedback from these interviews.

A. Objective

Identify the status of association public relations practices.

B. Methodology

Interview (face-to-face and by phone) executives from 15 different regional and national associations, spanning various industries with memberships ranging from 300 to 30,000.

Questions

1. What are the key objectives for your PR program?
2. To which media -- e.g. trade press, newspapers, radio/TV -- is your PR focused?
3. What tactics - e.g. press releases, op-eds, etc. -- are used most often?
4. Which individuals are responsible for the PR program?
5. What is the division of tasks among those -- including staff, volunteers and outside consultants - responsible for the PR program?
6. Who is most often used as a media spokesperson?
7. How much are your PR efforts coordinated with any national, state or sister organization?
8. What percentage of your PR efforts are reactive vs. proactive?
9. What part of your PR program do you believe is most appreciated by your members?
10. What PR strategies are you planning over the next 12 months?

C. Feedback

1. Definition of public relations

Roughly 1/4 of respondents view public relations PR primarily as an internal function. Among the responses when asked about the key objectives of their PR program:

"Improve member communication."
"Keep members informed."
"Enhance Web site."

2. Public relations tactics

• 100% of those interviewed use press releases.
• About 1/4 of respondents do no media outreach (e.g. call to the media).

3. Public relations accomplishments that have been or would be most appreciated by members

About ¾ of respondents said - in so many words -- that enhancing reputation has or would be most appreciated by members. Among the responses regarding the PR achievements that would be important to members:

"To position our members as problem solvers."
"To be the voice of the industry -- so we can help educate consumers."
" To promote ourselves as a viable organization."

4. Proactive vs. reactive public relations

• About 2/3 of respondents said their PR program was more reactive.
• The typical breakdown was 70% reactive and 30% proactive.
• Among associations whose PR programs were more reactive, about half wanted their PR to be more proactive. A typical response:

  "80% of our PR is reactive, but we need to be more proactive going forward."

5. Media to which PR is targeted

• 100% of those interviewed focus their PR on their industries' trade publications.
• About 1/3 also focus on other media, including daily newspapers, national & regional business publications and radio/TV.

6. Responsibilities for PR efforts

• 100% of those interviewed said the paid staff spends some time on PR.
• About 1/3 employ outside PR counsel.

7. Media spokespeople

• 100% of respondents said that the paid executive director or president serves as media spokesperson.
• About 80% said that Board officers and other members are also used as spokespersons.

8. Coordination of PR efforts with sister organizations

• About 1/3 of those interviewed said there is a moderate amount of coordination of PR efforts with other associations.
• The other 2/3 said there is little or no coordination with other groups.

For more information, contact Jack E. Appleman at 845-782-2419 (jack@sgonweb.com)