2. Public Relations and
Associations
Getting Your Name Into the News and Out of the News

3. Introduction to PR
Public Relations Is NOT…
• Marketing
• Advertising
• A promotional tool
• Hiding or manipulating the truth

4. Introduction to PR
Public Relations Is…
A vehicle used to start powerful
conversations with your customers,
peers, stakeholders and community.
Some of the best PR is used to:
• Tell your story
• Build credibility
• Establish relationships
• Generate excitement
• Build brands

5. Your PR Tools
What resources can help you
establish and maintain your
brand?
News releases Government Relations
Media relations Community involvement
Content Creation Video
Awards Social Media

6. Case Studies and Examples
What they do: CAI is a human resource management firm that helps organizations maximize
employee engagement while minimizing employer liability
CAI’s Challenge: Lack of community exposure and members’ access to the association
online and via social media
PR Solutions:
o Conducted social media audit to review and make recommendations on how to improve
company’s online presence, and managed launch and strategy of company Twitter account
o Launched “Workplace Insights” blog and managed content creation for blogs
o Recorded a series of podcasts promoting upcoming events and changes in employment
laws
o Secured opportunity for Bruce Clarke, president of CAI, Inc. to author a biweekly column in
The News & Observer

7. Case Studies and Examples
What they do: Professional organization of veterinarians dedicated to compassionate animal
care and quality medicine
NCVMA’s Challenge: Lack of awareness in the local community about the organization, its
initiatives and its growing list of accomplishments in North Carolina.
PR Solutions:
o Secured placement of weekly articles in The News & Observer Pet Connections Page, as
well as The Fayetteville Observer, Wilmington Star News, Roanoke-Chowan Herald and
Greensboro News & Record
o Coordinated interview featuring an NCVMA member and veterinarian as a guest on NBC17’s
My Carolina Today program
o Promoted the NCVMA’s Pet Week proclamation, which Governor Bev Perdue signed,
declaring May 2-8 as Pet Week to promote responsible pet ownership, celebrate the human-
animal bond and promote public awareness of veterinary medicine
o Launched and maintained content for the NCVMA Twitter account, which integrates links to
podcasts and video

8. Case Studies and Examples
What they do: RRAR has served as the area’s voice for real estate, providing quality
programs to help its members deliver a myriad of real estate services in the Raleigh area for
more than 90 years
RRAR’s Challenge:
Lack of community exposure and member access to the association online and via
social media channels as more REALTORS® began looking to the Web to leverage these
tools for self-branding
PR Solutions:
o Initiated series of outline videos to let current and prospective members learn more about
RRAR
o Developed and executed strategy for Twitter account with almost 2,000 followers
o Secured placement of weekly articles in The News & Observer Real Estate section

9. Crisis PR – An Overview
Things to note:
o No industry is immune to crisis PR situations. They can happen to anyone at any time.
o There are three cardinal rules in crisis PR:
1. Tell it all
2. Tell it fast
3. Tell the truth
o The best time to plan for a crisis is before it happens. A proactive approach to crisis
PR will keep your association standing strong in the face of adversity

10. Crisis PR – An Overview
Potential scenarios that can occur in any industry:
Civil disobedience Foodborne illness
Armed robbery Assault
Accidents Natural disasters
IT meltdown Employee misconduct
Industry problem Situational risk
PR Solutions:
o Develop emergency response policies
o Media training – talking points, appropriate conduct with reporters, establishing a
spokesperson and credible experts
o Social media management
o Media follow up
Example scenario:
Large national restaurant chain Girl Scout racism accusation crisis

11. Now let’s hear about
your association and
its challenges!

12. Thank You!
@MMIPR
@pattybriguglio
MMI Public Relations
223 E. Chatham St.| Cary, NC 27511
919.233.6600 | mmipublicrelations.com