From a post by John Dunagan on the American Society of Association Executives website:
When seeking media coverage for your association, three areas can help you hit a home run. By focusing on smaller markets, creating authentic content, and using social media well, you can maximize the impact of your association’s message.
Association members and leaders face so much information today that the old analogy of drinking from a firehose doesn’t seem adequate. The audience you’re trying to reach right now is trying to fill a glass from several firehoses, all spraying at once from different directions. It’s too much to process, so people look for filters to help them decide what is important—and what can be ignored.
This is where it pays to have a thoughtful, sophisticated earned media strategy. With earned media, you are more likely to get through your audience’s filters. Media coverage gives you third-party credibility from someone who isn’t paid by your organization and who believes enough in your cause, products, or insights to mention, quote, or promote your association’s content.
