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.

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.

Source: Association Times
Search All Articles
Related Articles
Caution: Bully on Board
Bully_word_imageDo you have a bully on your HOA board? The kind of person whose presence is hard to endure.
Nobody Wants to Be the Board Treasurer - What Do You Do?
768px-green_tick.svgThe most important board role and the one with the most work is the Treasurer.
Money Tips for Young People
TaxespreadsmFinancial matters can seem complicated as a Millennial.
Are You Prepared for a Blizzard?
Blizzard2017 saw some of the most extreme weather in years

Most Popular
Dry Air
Wind_thHow to keep the air in your home from being dry.
Rhode Island - The Ocean State
RithumbRoger Williams and a group of religious followers founded the town of Providence in what is today known as Rhode Island.
Guide to Cleaning Up Heating Oil Discharges
Home_wi0_thHow to clean up a heating oil discharge in your home.
What are the Responsibilities of Board Members?
BoardLike the national government, the president has different duties than the secretary, who has different duties from the treasurer


Zip Code Profiler

Neighborhoods, Home Values, Schools, City & State Data, Sex Offender Lists, more.

Instant Home Value!