More than one corporate PR practitioner has been known to complain, "We're just not getting the publicity we should out of our industry trade association." Regardless of the
industry, the story remains relatively unchanged: Your company pays its dues, executives attend a few association meetings each year, but in terms of PR, the benefits just aren't
obvious.
According to those in the know, however, if the benefits aren't obvious, you may be to blame. "For members in name only, there is no payoff," says John Clemons, 2001-2002
International Association of Business Communicators chair and VP of internal communications for Nextel. Clemons, who has been an active member of IABC for years, says his
affiliation with associations has always paid off when he has invested time and energy in the membership. "You get as much out of it as you put into it. If you give presentations,
you're active, you serve on local boards and volunteer to help out, people see you are a quality individual. It strengthens your position as an authority, strengthens the
viability of your organization, and lets people know it's an organization that's responsive and dynamic."
"It's very easy for members to sit back and say, 'I'm not going to be involved in that,' and then be very critical," agrees Chuck Mardiks, SVP and managing director of KWE
Associates. KWE is a New York-based firm specializing in travel and works with a variety of travel associations. "You do have to make a commitment; you do have to get
involved."
This advice is especially important for smaller organizations that sometimes are overlooked in favor of their larger fellow members, says Valsin Marmillion, president of
Pacific Visions Communications, a Los Angeles-based PR firm whose client roster includes several associations. "Many of the corporations [in an association] are in competition.
When they have a mutual goal, they have a very difficult time trying to achieve it." Marmillion says that oftentimes larger organizations will put a damper on certain promotional
opportunities that might benefit all members, as well as the association at large, because they either don't want to share the limelight or believe they have deeper promotional
expertise at their disposal than the association does. "A lot of associations pay a great deal of attention to the largest players, which makes sense, because they foot the bill,"
Marmillion says.
It behooves smaller organizations to send executives to participate actively on boards and planning committees to help avert such situations, he says. Marmillion advises
sending "an active, young, aggressive voice to help push some of these committees in a new direction."
Cutting Through the Red Tape
Allowing the association to move in any direction at all is key, as well. Too many associations become mired in bureaucracy when member boards won't allow the association's
paid executives to make decisions that are beneficial for the entire association. "Boards become very focused on their smaller agenda," says Mardiks. "It's important for members
in general to step back and take a look at the global view. What's working for you in Topeka, Kan., may not be working Brussels, Belgium."
Larger companies can take a cue from this advice, as well, says Marmillion. While execs with large organizations may believe their deeper resources make for better promotions
and more personalized publicity, "This is an age of collaboration. One organization or brand coming out on an issue can appear suspect." Marmillion and his team advise
corporations to work with trade associations - and even with associations that have aligned themselves with additional "third party" organizations - so that any promotional effort
looks like the broad interest of the association rather than that of an individual member.
Regardless of whether you nudge colleagues to be more involved on committees, book more association speaking opportunities for your execs or just allow the association to move
forward with initiatives that benefit the entire membership, propelling your company toward a deeper involvement in your industry association will pay off in terms of PR. "Every
time I'm interviewed, it's more than likely I'll be identified as the chairman of IABC and the VP of internal communications at Nextel," says Clemons. "It puts Nextel in a
positive light, and when people hear the name Nextel, they can always attach it to an experience they've had" through the association, he says. (Contacts: Clemons, [email protected]; Marmillion, 310/274-8787, [email protected]; Mardiks, 212/255-7403; [email protected])
Create Your Own PR Opportunities
Don't wait for your association to hand you PR on a silver platter. Create your own promotional opportunities through the association:
- Pitch company executives for speaking opportunities
- Work with the editors of association pubs to score coverage
- Ask association conference planners for media lists in advance of events and schedule interviews for key execs
- Participate on boards that work on association promotional activities
- Sponsor or judge awards programs