While Lindsay Lohan, Jon and Kate and even the iconic automaker, GM, may not relish the idea of another national headline, those of us in the communications profession are often striving to pique mainstream media interest and land in the spotlight. Every organization has a story to tell, the competition is stiff and cutting through the clutter can be challenging. 

In a recent article featured in ASAE & The Center for Association Leadership’s Communications Newsletter, BRG vice president Shannon McDaniel points out that “earned media” coverage is elusive, unpredictable and uncontrollable. It’s called earned media because you can’t buy it, but also because you really do have to put in the work and earn it - if you want to see the results. 

A while there’s no silver bullet, BRG has compiled a list of ten strategies that, when applied consistently, deliver results: 

1. Identify and leverage existing content.

Every association has a story to tell, information to tell it with, and someone to deliver the news.  Content could include existing research, articles from your publication or journal, or newsworthy presentations from your annual conference.

2. Offer a unique perspective.

Identify broad issues you can tie into (health care, going green, the economy, safety and wellness trends, etc.) and pitch your association’s unique angle/perspective.

3. Engage credible spokespersons.

Your experts could be staff, volunteer leaders or other media-savvy members who can provide valuable commentary.  Of course, ensure they get media training first.

4. Promote local experts.

All local reporters need a local angle.  Engage members in telling your association’s story in their own markets.

5. Conduct consumer-focused research.

The media love fresh statistics that showcase consumer trends.  Poll consumer audiences regarding a topic relevant to your association, package and brand the survey findings and approach consumer reporters with the new data.

6. Be prepared to respond to negative stories related to your profession or subject.

Gather the facts, establish your position, and use this as an opportunity to reach out to the media and tell your side of the story.

7. Build your media network.

Maintain an up-to-date media database and look for opportunities to consistently reach out.  Identify all media contacts whom you’ve worked with, who have sourced your association, or who have written stories related to your profession.

8. Target broadly, but tailor your pitch.

The good news is there is an infinite pool of traditional and digital media outlets to target for coverage.  But you must do your homework and tailor your pitch to each news outlet’s format. 

9. Measure your media.

Translate the value of media coverage to your leadership through quantitative and qualitative measurements.  Track reach and impressions but also analyze the quality of content cited in coverage.

10. Be consistent.

It takes time, creativity and persistence to sell your story and see those efforts come to fruition.  Put a media process in place that enables you to consistently reach out to media with newsworthy content.

Annual meetings and events present an opportunity to gain major traction and build momentum with the media.  It’s a unique moment in time to provide direct access to your organization’s experts; interact in an engaging environment showcasing the best of your industry; and share news as it’s breaking.  Every meeting and event establishes specific goals as a measure of success; leveraging media as a marketing strategy to drive attendance, generate buzz and increase brand visibility is a powerful resource. 

Over the years, BRG has collaborated with diverse clients to help them get the most out of their annual meetings through strategic media relations.  We’ve developed a working model that continues to deliver consistent results (as demonstrated at Heart Rhythm 2009) and encourage our clients to consider the following tips:

1. Pique Interest with Online Access: Identify the most interesting studies or key issues being presented during your meeting and create a dedicated password-protected pressroom so media can easily access this information in the weeks leading up to your meeting.
2. Generate Immediate Coverage: There is nothing better than seeing media stories run within minutes of your news announcement.  Share select news items in advance under embargo, so reporters and producers can have stories ready to go on the day the news breaks. Even better - host a pre-event telebriefing to give media an overall glimpse of the news to come, which will help build buzz.
3. Showcase your Experts: Take advantage of having all your volunteers and leadership in the same location and make sure they have appropriate briefing materials for key news announcements. Media train them if needed and consider identifying and preparing multiple experts in case quick-turn interviews are requested.
4. Secure the Spotlight: If reporters spend the entire meeting talking to PR representatives from other organizations and exhibitors - it’s a missed opportunity for you. Make sure your messages and news stay front and center; be proactive - host press briefings, organize expert roundtables and schedule one-on-one interview opportunities. Also ensure your exhibitor policies require notification and approval of any other media-related events or briefings to ensure other events do not compete with yours.
5. Build Long-Term Relationships: Once media arrive on site, it is often the little things that make a big impact on their meeting experience. Provide dedicated, quiet workspace with computers, interview rooms, and even small touches like lunch or coffee. Distributing daily email reminders will also ensure they have all the information about briefings and upcoming news at their fingertips.