Imagine seeing your members featured in The New York Times, quoted in The Wall Street Journal, or explaining a key policy issue on Good Morning America, all listed as an “expert” from your association. It’s a win for your association’s brand and a big benefit for your members’ brand.

For one national association, this concept became a reality through a structured, strategic Member Spokesperson Program that turned passionate professionals into trusted media sources.

Over the course of 10 months, that association earned more than 14,500 media mentions, a 28 percent increase from the prior year. During its peak public awareness campaign, mentions surged by 110 percent. But those headlines didn’t appear by accident. They were the result of preparation, training, and a thoughtful investment in member-led visibility.

Your association can replicate this success. You have brilliant experts in your ranks — members with real-world experience, technical credibility, and passion for the industry. The media is always looking for fresh expert sources to interview and quote. So how to make the connection?

A member spokesperson program will:

• Elevate your members as ambassadors for the industry, the association, and themselves.
• Strengthen media engagement with credible, real-world voices who offer compelling insights.
• Reinforce the association’s value to members by opening up visibility and professional growth opportunities.
• Expand reach and relevance in both policy and public conversations.
• Build brand visibility by ensuring every quote, byline, and expert appearance carries the association’s name.

When media outlets publish expert commentary, it's not just the individual who gets recognized, it's the association they represent. A branded spokesperson program allows your organization’s name to appear consistently in high-profile coverage, positioning the association as a thought leader and trusted source of expertise.

What Makes a Successful Spokesperson Program?

Based on our work with national associations across sectors, here’s a breakdown of how a successful Media Spokesperson Program is structured:

1. Recruit the right voices: Start by identifying members who are not only knowledgeable but also eager to engage. You want diversity in expertise, geography, demographics, and perspectives, but also consistency in message.
Tip: Use a simple nomination or application process and vet for interest, availability, and alignment with your strategic goals.

2. Train and prepare: Media training is essential. Even the most experienced professionals benefit from coaching on how to navigate interviews, communicate clearly, avoid jargon, and stay on message.

Training should also include:

• How to handle tough questions
• Social media best practices
• Crisis communication basics
• Role-playing interviews with feedback

3. Coordinate and pitch: Once the spokespeople are vetted and trained, a concentrated program to match up expertise on industry topics with news outlets covering them should focus on these opportunities:

• Trade outlet roundups
•  Local media outreach tied to awareness weeks or news cycles
• National media pitching for expert commentary on timely issues

Beyond Visibility: Long-Term Value

A well-run spokesperson program is more than a media hit machine. It delivers ongoing value by:

• Building deeper member engagement
• Creating a culture of advocacy and visibility
• Helping your association control the narrative around complex or controversial issues
• Increasing perceived member ROI
• Reinforcing your brand with each earned media mention that includes the spokesperson’s name and the association they represent

Most importantly, it positions your organization as a hub of expertise, not just during your annual conference or advocacy day but year-round.

Final Thoughts

Whether you represent a medical society, a professional association, or an industry trade group, the truth is the same: You already have the experts. What you need is a smart way to amplify them.

A branded member spokesperson program does just that by aligning your members’ voices with your mission and placing them where they can shape the conversations that matter most.