 Public Relations –
What Can Your Association Do?
Want
to improve the Association's image or get your message out
in the community? Is
your Board of Directors ready and prepared? A
carefully planned public relations program gives the board
the ability to respond promptly to questions and complaints.
This proactive regimen prevents rumors and misinformation.
A communication and public relations program is an essential
component for constructive association management. Positive
news coverage is a vital and effective and tool for the association. A
proactive program can meet all of these communications challenges,
but being proactive means being ready. It means knowing what
you will do and how you will do it, before you
need to do it.
Communications
Professional -
If the association cannot afford a full-time staff
member, consider part-time or freelance services. Advertise
in the association newsletter--a member who is a public
relations practitioner may be willing to consult pro
bono.
Develop a Key Media List - Include
news directors at your local TV and radio stations. Find
out which reporters at your newspapers to include: Community
editor? City desk reporter? All of these writers may be
interested in covering different angles of the association.
Select
a Spokesperson – It's
a smart idea to choose a spokesperson for your Association. The
spokesperson typically would be a member of the Board of
Directors.
Develop
Relationships with Key Editors and Reporters - Call
them. Introduce the Board of Directors and/or the management
company. Tell
them as much as you can about the Association. Get them
interested. Show them how the Association works and the
benefits of being a member.
Set Interviews – Participate
in personal appearances so you can make sure the
correct message is being given. This
is one of the most effective ways to build confidence in
an association board and its management. Go to the people--church,
social, and service clubs abound in many communities. It
is also helpful to have a list of “experts” on association
related topics. This
helps when a reporter calls for more information on a certain
subject, and the association is able to refer him or her
to the expert in that area.
Hold a
Media Event - If the
association is having a big event, hold a media event such
as an informational breakfast or a news conference. This
event will officially launch the event. Use this time with
the media to educate the community on the business of a
homeowner association.
Tips
on Presenting Stories to the Media – The
job is to make the reporter's job easier. Get to
know your key editors and give them the information they
want. Find out how each reporter wants to be sent information
(mail, fax, email). Help editors research topics by providing
names and phone numbers of those they may be interested
in interviewing. After a story runs, contact the writer/reporter
and thank them for a job well done. Keep a list of the
results of all media contacts and copies of all news stories
they run.
The
goal of a public relations program is to build respect and
trust among the community for the association. Stay informed
about everything that goes on in the community. Use the techniques
outlined here to write an action plan for each project that
is reasonable for the association to implement. Think
about whether your association has the means to get the message
out quickly and effectively. The
best message to communicate is one that is positive and carefully
considered in advance.
Association Times' Staff Writer
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