Associations, much like corporations, must actively shape public narratives to drive industry visibility, influence policymaking, and remain relevant. Yet, many overlook the importance of a structured media strategy. The panel discussion featuring association leaders and a media strategist explored how associations can elevate their voice through effective media engagement.
Crafting Credibility, Influencing Change
Key Insights
Media Management Is Central to Advocacy and Influence
Media is a vital platform for associations to communicate industry issues, represent member interests, and shape public and policymaker perception. Strategic engagement helps associations remain credible voices in national discourse.
Build a Dedicated Communications Team and Clear Internal Processes
Both FMM and ACCIM emphasised the value of having internal teams or think tanks to manage media engagement. A structured approach including expert input, internal reviews, and final approvals ensures messages are timely, accurate, and aligned with the association’s mission.
Foster Strong, Direct Media Relationships
Maintaining an updated list of media contacts, especially editors, is essential for timely outreach. Channels such as WhatsApp groups and direct newsroom emails enable quick, effective communication even amid high journalist turnover.
Adopt a Hybrid Strategy: Traditional and Digital Media
Mainstream media lends credibility to official messaging, particularly when influencing policy. Social media complements this by amplifying visibility and engagement. A combined approach ensures wider reach across diverse stakeholder groups.
Recognition and Support Sustain Engagement
To maintain momentum, volunteers must feel seen and valued. Recognition, transparent communication, and institutional support are essential to retain committed individuals and encourage a culture of service.
Volunteerism Creates Personal Fulfilment and Meaning
Volunteering aligns individuals with their values and enhances emotional, cognitive, and even spiritual well-being. It offers a sense of balance, purpose, and contribution to something larger than oneself.
Be Proactive, Not Just Reactive
Associations must consistently position themselves as reliable sources. FMM, for example, engages the media proactively with regular statements and swift responses to current events, which strengthens its standing as an industry authority.
Communicate Clearly and Consistently
Media statements should be concise, focused, and easy to understand. Using SOPs, like FMM’s ISO-certified framework, ensures message consistency, clarity, and professionalism in public communications.
Use Media Strategically During Crises
During critical incidents such as supply chain disruptions or national emergencies, associations must act swiftly to clarify roles, manage perception, and emphasise urgency. Media becomes an essential tool for reassuring stakeholders and the public.
Collaborate with Government Media Units
Joint media engagements with ministries can significantly boost visibility and credibility. Government-led events tend to attract stronger media presence and allow associations to align more closely with national priorities.
Conclusion
Effective media management should be treated as a strategic function within associations, not an afterthought. With dedicated teams, strong media ties, and clear communication protocols, associations can shape narratives, influence policies, and build long-term public trust.