The Executive - November/December 2016 - 27


and keep a two-way communication
open so that your message doesn't get
muddled, told incorrectly, or completely
backfires on you.
So how do you prevent a negative
story from running? Technically, you
can't. However, you can lessen the
chances by the way that you interact with
media and how you disclose information.
Sometimes you will become the news
without even wanting to. Say something
happens in your industry and media are
looking to talk to an expert. Many times
they will do research and will look to
major organizations in the field which
may be your association. It's important
to know that if a reporter calls you, you
don't necessarily need an answer that
minute. It's completely acceptable to ask
to call them back and regroup with your
leadership to decide how you want to
approach it and what you want to say.
Become part of the narrative. Think
of pending legislation. Think of what
newspapers and television programs are
talking about. Does your organization
fit in somehow? Is there an opening for
your expertise or comment on any of it?
If so, that's a great opportunity to reach

out to the journalists who are covering
the topic and introducing yourself to see
if they would be interested in speaking
with you.
Further, if there is something
going on in the world that directly
relates to your industry then you may
have an opportunity for an op-ed
placement. An op-ed, or "opposite the
editorial page," is a persuasive written
piece for a newspaper on a specific
subject. These are written from
your organization, though the editor
may ask to remove some wordage
for space. It's important to note that
just because you write and submit an
op-ed to a newspaper that does not
mean it will actually appear in print or
online. Newspapers have very limited
space that's reserved for the most
topical, hot-button public issues, so
it's important to be strategic about
choosing when to pitch and what topic
to chime in on. It's also important
to note that newspapers won't take
multiple op-eds from the same author
in a short amount of time.
The ability to successfully
communicate with members and

potential members is the determining
factor when it comes to retention
and growth. No matter the size or
type of association you represent,
media relations can no longer be an
afterthought. Now is the time to take
a proactive approach to representing
your industry in front of the masses.
Build relationships with the people
that are broadcasting the issues that
affect your industry and members. Be
the voice for your industry and watch
your association flourish!
Rachel Smith is Associate Vice
President & Media Relations Director
at FSB Core Strategies. She leads
FSB's public relations practice and
oversees media relations campaigns
for the firm's clients, including global
companies, national organizations,
local businesses, and non-profits. She
manages FSB team members on client
branding, earned media and social
media campaigns, event production,
community partnerships, and grassroots
public relations. Find out more at
fsbcorestrategies.com.

Member FDIC

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big shot
treatment
you deserve.
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your association and provide the tailored solutions and
local decision making you need to succeed. Our team
has supported CalSAE for many years, and we share a
commitment to developing real relationships that last.
Let's create tomorrow, together.

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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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