Breaking through the media clutter to advance the messages about your industry and organization is not easy. Competition is fierce. Association Vision can provide the professional services you need to achieve success.

We have extensive experience in all facets of association public relations, ranging from national campaigns to special projects and events. Association Vision even has experience handling public relations during mergers. We created the communication plan for the ASAE – Center for Association Leadership merger and handled all media relations during this successful endeavor.

We believe in leveraging the power of your members to tell the story about your profession or industry to your target audiences.

How do we do this? By carrying out a comprehensive public relations program built on a strong foundation with consistent follow-up. The steps we take include:

Audience Identification
A successful public relations program starts with the accurate identification and prioritization of audiences. Association Vision will work with your staff (and volunteer leaders as appropriate) to review audiences and identify those where available resources should be focused.

Media Message Development
Once audiences are prioritized, Association Vision will lead you through a message development process to identify 3-5 key messages for each audience. Association Vision is skilled in this area and has conducted message development workshops for many clients. This is typically accomplished through a half-day to full-day workshop involving 5-9 key staff and/or volunteer leaders.

Story Angle Development
Using the core audiences and messages as guides, Association Vision will develop story angles to use in pitching the media and create content to support them. For each story angle, we produce a fact sheet containing key facts, quotes, and information that can be used to customize stories according to the needs of reporters, and also serve as talking points for interviews conducted on these topics.

Media Kit Development
Association Vision will create a media kit for use by the press that features key facts, information, and resources about your association and the industry or profession it represents. This can be posted on your Web site and delivered to reporters electronically or in hard copy form. We can also produce a “Local Action Media Kit” that chapters and members can use in their communities.

Spokesperson List Development
Your association is a gold mine of expert spokespersons on your industry or profession. Association Vision will help you mine that gold and leverage it for positive public relations. Lists are categorized by topic and region for easy reference when media opportunities arise. This list can also be used as a “Speakers Bureau” of individuals who may be called upon to deliver speeches about your industry or profession.

Spokesperson Media Training
Association Vision delivers powerful media training seminars that prepare spokespersons for media interviews. We conduct training for print and broadcast media, teach message delivery and “bridging” techniques, demonstrate how to deal with hostile reporters, and conduct mock interviews with evaluations. We also distribute media tip sheets to spokespersons for future use. Read some recent testimonials from media training participants.

Media List Creation
Association Vision creates customized, targeted media lists using a national online database of 80,000 media outlets and 350,000 individual reporter contacts. This database is searchable by size and type of media, geographic location, industry focus, reporter beats, and many other criteria. It also includes profiles of each publication and reporter, including contact preferences.

Targeted Media Pitching
Using our media lists and established reporter relationships, Association Vision pitches selected story angles and press releases to the media through a combination of electronic, phone, and FAX communications. We track progress on spreadsheets to continually measure results. In addition to the general media, Association Vision has relationships with hundreds of associations and their trade publications, which frequently generates coverage reaching a range of industries and professions.

Leveraging Association Meetings
Association conventions and meetings are ideal opportunities to create news hooks for media coverage. News and industry positions are often announced, spokespersons are readily available, and new products and services are on display at trade shows. Association Vision can identify news angles for your industry or profession that will interest local media.

Linking to Major News Events
Association Vision continually monitors national news reports that may present opportunities for media coverage. When these occur, we work with you to develop story angles related to news events and identify spokespersons to address the topic.

Tracking Media Coverage
Association Vision subscribes to the comprehensive BurrellesLuce Media Content and iMonitor services, which tracks coverage in tens of thousands of print and online media outlets, including blogs and other social media. Association Vision tracks all media coverage nationwide that mentions your association. We provide clippings on a monthly basis for retainer clients and at the completion of specific projects for project clients.

Telling the PR Story to Members
Members need to know what their association is doing to advance their industry or profession in the media. Association Vision continually tracks client activity and can write monthly or quarterly reports to deliver to members through association publications.

Association Vision also conducts short-term public relations campaigns and other specialized public relations services as required. We have planned several public relations special events for organizations.

For clients looking to analyze their communication programs, Association Vision also conducts communication audits that examine internal and external communications and provide recommendations.

Multimedia presentations can be a powerful tool to educate and persuade target audiences. Association Vision produced two videos and a Powerpoint presentation for the American Industrial Hygiene Association (AIHA) that earned rave reviews from AIHA staff and members. One video and accompanying Powerpoint presentation targeted college students, profiling the profession of industrial hygiene and the critical role it plays in protecting the health and safety of workers and the public. The other video promoted the American Industrial Hygiene Conference & Expo to potential exhibitors.

To learn more about Association Vision public relations programs, read some of the client success stories, read the public relations testimonials from clients, and contact Association Vision President Al Rickard at 703-402-9713 or arickard@associationvision.com.