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Be proactive if possible, react wisely when needed to media

Small groups without big communications budgets still find themselves in crosshairs sometimes; cultivating journalists in advance helps


June 11, 2018
By William Ehart

An FDA recall of flour forced the North American Millers’ Association to develop a communications plan. The American College Health Association had to deal with fallout following allegations of sexual abuse by a gynecologist on a member’s campus.

It might have helped if these groups had big communications budgets and highly paid media relations teams.

But both are small-staff associations under $3.5 million in revenue.

Media attention comes at you fast. React poorly and it could reflect poorly on your industry, your association and your own leadership. Act proactively, and the exposure can be a boon.