The Executive - November/December 2016 - 24


Media Relat
Building a Strategic
and Comprehensive
Communications Strategy

H

ave you been wondering whether or not your organization
should be engaged in media relations? If so, you're asking
the wrong question. You should be asking why you have
NOT been engaged in media relations. Your organization
is the voice of your industry, and with every industry there
is a story to be told. If you're not telling the story, someone
else will be. You're telling a story with every newsletter you
print, with every Facebook status you post, and with every
event you put on.

By Rachel Smith

So why stop there when you could
be spreading your message beyond the
realm of your organization's rolodex
and into the hearts and minds of the
uncharted audience? This audience is
composed of potential members, policy
makers and the public at large.
So what are media relations and why
are they necessary? How do you get
started? What techniques will help you
get your message out to the masses?
At its best, media relations is the
ongoing relationship development
with journalists in order to advance
an organization's mission. At its worst,
it's a series of impersonal attempts to
push your agenda to little or no avail.
Though it may be tempting to come
in hot with a hard sale to a reporter,
relationship building is key. Research
which publications and reporters cover
issues of importance to your industry. A
quick Google News search can provide
this information.
Defining Your Goals
Identifying reporters who can
spread your message is just one
step. In order to run an effective
communications program, you need
to first figure out what you're trying to
accomplish and what success looks like

24

Ca lSAE's T HE E XEC U T IV E - NO V E M B E R/ DE C E M BE R 2 0 1 6

for you and your members. Whether
you're looking to change public opinion,
grow membership, sell conference
registrations, raise money for a PAC, or
position your organization as a leader or
authority on a subject-media relations
is the most effective way to achieve
these goals.
Once you have a clear picture on
what you want to accomplish, you'll
need to define your audience. Defining
your audience will dictate which tactics
you use to accomplish your goals and
what mediums you use to reach that
audience, as each group needs to be
engaged in a unique way. For example,
we know the older generation prefers
to get their news from print. Younger
generations get their news almost
exclusively online. Understanding how
people take in messages is as important
as the message itself.
Defining Your Audience
There are three main audience
groups that you should consider in
any communications program. First,
you have the internal audience, which
includes members, employees and
staff, the association's leadership and
board members, and any consultants
or partners that work with you on



Table of Contents for the Digital Edition of The Executive - November/December 2016

President’s Message
At a Glance
Calendar of Events
Building a ‘Foresight First’ Board of Directors
10 Tips to Experience Unlimited Success When Communicating
Media Relations: Building a Strategic and Comprehensive Communications Strategy
Associations Communications a Study in Perception vs. Reality
Destination: Santa Barbara
Advancing Associations: 9 Tips for Concise Writing
New Members
Index to Advertisers
The Executive - November/December 2016 - cover1
The Executive - November/December 2016 - cover2
The Executive - November/December 2016 - 3
The Executive - November/December 2016 - 4
The Executive - November/December 2016 - 5
The Executive - November/December 2016 - 6
The Executive - November/December 2016 - President’s Message
The Executive - November/December 2016 - At a Glance
The Executive - November/December 2016 - Calendar of Events
The Executive - November/December 2016 - 10
The Executive - November/December 2016 - 11
The Executive - November/December 2016 - Building a ‘Foresight First’ Board of Directors
The Executive - November/December 2016 - 13
The Executive - November/December 2016 - 14
The Executive - November/December 2016 - 15
The Executive - November/December 2016 - 16
The Executive - November/December 2016 - 17
The Executive - November/December 2016 - 18
The Executive - November/December 2016 - 19
The Executive - November/December 2016 - 10 Tips to Experience Unlimited Success When Communicating
The Executive - November/December 2016 - 21
The Executive - November/December 2016 - 22
The Executive - November/December 2016 - 23
The Executive - November/December 2016 - Media Relations: Building a Strategic and Comprehensive Communications Strategy
The Executive - November/December 2016 - 25
The Executive - November/December 2016 - 26
The Executive - November/December 2016 - 27
The Executive - November/December 2016 - Associations Communications a Study in Perception vs. Reality
The Executive - November/December 2016 - 29
The Executive - November/December 2016 - Destination: Santa Barbara
The Executive - November/December 2016 - Advancing Associations: 9 Tips for Concise Writing
The Executive - November/December 2016 - 32
The Executive - November/December 2016 - Index to Advertisers
The Executive - November/December 2016 - 34
The Executive - November/December 2016 - cover3
The Executive - November/December 2016 - cover4
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