Whether it is a threat to global peace, another corporate
scandal, or a natural disaster, it seems that associations and
nonprofits are always competing against the Goliaths just for a
little of the public's attention. This is such a daunting task for
PR pros at volunteer agencies, youth serving organizations, health
care services or membership associations. But maybe it doesn't have
to be.
The current top issues of military conflicts, terrorism and
homeland security provide the opportunity for public policy "think
tanks" to trot out well-credentialed experts giving their
assessments on what the U.S. and other global powers should do.
Economic downturns, and the occasional economic upturn, usually
allow trade associations to comment on the potential impact for
their members and for consumers. Membership and consumer
associations should not hesitate to "weigh in" on pocketbook issues
such as prescription drug coverage.
Many times the chance to break through that wall of hot,
breaking news is not that obvious. That's where your creativity and
seizing the opportunity to expose little known facts about your
organization -- and its leaders -- could come in handy. Perhaps
then you have a shot at being a sidebar to a national story.
I recall when I worked at the American Red Cross chapter in
Atlanta. Many knew the Red Cross as the group that provided
training in first aid and CPR, conducted swim classes and certified
lifeguards. The American Red Cross also provided help during
disasters. When a flood, tornado, or hurricane hit in the
southeastern states, Red Cross volunteers were dispatched from the
Atlanta chapter to help in recovery efforts. In those instances, we
were able to provide a local angle to a regional, or in many cases,
a national news story. On one occasion, the local NBC affiliate
tagged along with husband and wife disaster volunteers from the
moment they loaded the Red Cross vehicle with "comfort" kits to
their arrival at a hurricane disaster site off the coast
Florida.
Sometimes, there is that rare occasion when an issue has reached
a saturation point and decision-makers in the media are looking for
something different. Such was the case after 9-11. In November
2001, I remember seeing an article in a professional trade magazine
about how stories that depicted touching human connections were a
welcome break from constant coverage about terrorism and national
security. The American Speech-Language-Hearing Association, where I
now work, had just released a national public service campaign
focusing on assistance for school-age children with speech,
language, or hearing disorders. The pick-up on the television PSA
turned out to be quite high and served as a pleasant surprise. We
concluded that television program directors also were looking for
ways to break up the never-ending coverage of the "war on
terrorism" and our well-produced spot was just the ticket.
Figuring out the local connection to that big story, pitching
your media-trained experts, or showing the connection between your
association's research and the action on the front line just may
allow you to be positioned next to the top news story of the
day.
Brenda Siler is the director of public relations with the
American Speech- Language-Hearing-Association. She can be reached
at 301.897.0104 or at [email protected].