By Julie Frinzi and Sandra Koehler, CAE
What’s the big deal about PR? What does it really mean and why is it so important to associations?
Why do it?
Organizations engage in public relations activities for a number of reasons, but a few major ones include:
- Attracting new audiences
- Improving images
- Building a reputation as a thought leader
- In a crisis, turning a negative into a positive
And it definitely comes in handy when faced with some pretty stomach-churning crises like privacy leaks, data breaches or allegations of misconduct.
What is it?
There are different categories, such as internal PR, when you’re trying to reach audiences within your organization, and external PR when you try to connect with other audiences outside of your organization that can include the mass media, government entities, and the general public. There are also different types of PR you can utilize to make an impact. Some examples include:
- Press Releases
- Social Media
- Blog Postings
- Websites
- Newsletters
- Awards Applications
- White Papers or Position Statements
- Speaker’s Bureaus
- Podcasts
Earned Media vs. Paid Media
You receive earned media through word-of-mouth or PR efforts. You earn it because you did something newsworthy that got people talking. Earned media is also known as free media because it’s virtually free for your organization to obtain or you can pay for exposure instead through TV, newspaper, radio, and Google Ads.
Dos and Don’ts
Do:
- Develop key messages (no more than 3)
- Respond immediately to the problem
- Stress education, not commercialism or self-promotion
- Collaborate with other organizations to strengthen your voice = strength in numbers
- Develop strong relationships with media; give them what they need by the deadline
- Understand the media’s time is short so keep your pitch short too
- Always think about how your message will be perceived by your audience
Don’t:
- Say ‘No Comment’
- Ignore media requests or provide too little information, too much or too late
Successful PR Efforts
Successful PR outreach examples can include promoting collaborations with third parties for educational and charitable efforts, letting your spokespeople shine during your conference or when speaking about their specialty, promoting your awards or helping your members during a crisis when they’re unsure how to handle a difficult situation your specialty is confronting. An effective solution to a problem can often result in positive press. In other words, promote your successes!
Measuring Results
Measuring results can be tricky, but using Google Analytics for tracking your website statistics can be helpful. You can also track your social media and email engagement and research how the press responds. Are you gaining new members or supporters? Are other organizations approaching you for collaborative endeavors? Are members of the media contacting you to comment on your specialty? All these answers can be helpful in analyzing your organization’s PR outreach campaigns. It may take time to make an impact, but it will be worth it!
Our ultimate goal is to establish our clients as the undisputed authorities in their respective fields. We strive to position them as the go-to experts whom the media turns to for reliable and accurate information. To achieve this, we believe that a meticulously crafted and thoroughly executed plan is essential. Such a strategy will not only elevate their credibility and visibility but also significantly enhance their broader marketing initiatives, ensuring that their expertise is recognized and valued by both the public and industry peers alike.