10 Steps to Improve Your Association's Media Coverage

By: Edward Segal, CAE

Reporters won't cover your association unless they know you're the go-to source for expert knowledge on your industry. A persistent yet considered approach can make sure you're on the call list the next time news breaks that's relevant to your members.

Associations face two important challenges in generating the publicity they want. First, it's impossible to know what stories every reporter, editor, or blogger is working on or may be planning. Second, if journalists don't know your organization exists, they'll never think to contact you for quotes or information for their stories. ...