When it comes to public relations for your association, it’s important to be proactive in your outreach and not just sit and expect your phone to ring. You need to pitch to the media — determine what makes your association stand out, or, how it can contribute as an industry leader or expert resource to something that’s already currently trending or in the news.
The first step is to increase awareness about your association and its mission. If you want to be making headlines, you need to make sure that the right people know who you are. Take a look at your association and identify what your organization is doing that might be considered newsworthy, or how you can contribute to the conversation.
AH client partner, the National Association of Professional Pet Sitters (NAPPS) did exactly this when they saw that it was becoming common for couples to include their pets in their wedding ceremonies. The bridal party was no longer limited to friends and family — it now included Fido and Fluffy, too. As the authority in professional pet sitting, NAPPS jumped at the opportunity to speak up about the new trend.
With so many specific details that can go into planning a wedding, NAPPS vowed (pun intended!) to be the answer to avoiding the potential chaos that could erupt when an excited animal is thrown into the mix. The result? A guest blog post in The Huffington Post, as well as feature articles in Bridal Guide and Destination I Do, among others.
For AH client partner, NADCA, the HVAC Inspection, Maintenance and Restoration Association, it’s a priority to educate homeowners on the importance of hiring a qualified company to perform air duct and HVAC cleaning. NADCA has positioned itself as the leading authority of the industry, providing insight to creating healthy homes and understanding the amount of dust, dirt and debris that can settle in your ductwork.
Earlier this year, NADCA was contacted by Inside Edition to participate in a sting operation to combat fraudulent companies who were taking advantage of unsuspecting homeowners, overcharging for services and not delivering quality work.
It was a PR dream come true — the segment featured a NADCA board member (and chair of the anti-fraud task force), examining the home in advance and then providing commentary as the scammers went through to perform their “cleaning.” To top it off, Inside Edition included a lengthy list of tips NADCA provides to homeowners, referencing the association several times and driving traffic to the NADCA website.
Inside Edition contacted NADCA because the association had been proactive many times before in pitching to the media and increasing awareness about the organization’s mission.
By dedicating time to doing a little research, chances are you’ll find a trending topic that is relevant to your association. While you may not see instant results, it’s important to keep appropriate writers and editors aware of your happenings and on your media distribution lists. Doing so will remind them that your association exists and more importantly, that you’re staying relevant.
