How to run successful PR for all target groups of your association

This list clearly shows how diverse the target groups are, and therefore how challenging successful association PR can be. For this reason, it is particularly important to consider which communication channels will reach which target group. We have therefore put together an overview of common PR channels and how you can use them for your association and its audiences:

The distinction between members and non-members is crucial. For PR directed at your members, it is advisable to use a member portal. While email or newsletters are also possible, these approaches have disadvantages. They are often overlooked in crowded inboxes or end up in spam folders. Communication through a member portal is therefore the safest option. Members can access your association’s latest content directly and, if applicable, interact with it, for example by using a comment function. Potential members who are not yet part of the association can also be addressed through trial memberships within such a portal and may be convinced to join.

However, an association must not only communicate with its members, but must also represent their interests. If this is done digitally, social media channels such as LinkedIn can be useful. But careful. Before sharing messages aimed not only at members but at external target groups, thorough review is essential. On such large platforms, the risk of your association provoking a backlash through poorly worded communication is significantly higher. Seek advice from internal and external experts and make adjustments to your PR campaign before communicating publicly. Even if this applies primarily to public PR campaigns, it is still advisable to review messages posted in a member portal.

Alongside the digital methods already described, there are many effective traditional PR approaches. The first of these is print media. As an association, you have many possibilities. For external audiences, you can place adverts and advertorials in magazines related to your sector or in publications aimed at the association landscape in general. For your members, the classic approach is publishing and distributing your own association magazine. This can be combined with digital media by uploading the magazine to your member portal in addition to the printed version. This saves costs and is better for the environment. One association that successfully publishes its own magazine in its member portal is the “Deutscher BundeswehrVerband” (DBwV). Members can access all editions of the association magazine “Die Bundeswehr” in the portal at any time.

Another traditional PR method is having a presence at trade fairs. Even though digital fairs have become common in many areas, trade fairs remain extremely important in certain industries. The cost of a stand is therefore often worthwhile, particularly after years of event cancellations, as many people – and thus potential members and cooperation partners – are once again very willing and motivated to attend major events.

The previous sections looked more closely at the PR channels your association can use. But what about the actual content. As discussed, reviewing content before a PR campaign is essential, but which content should be communicated.

Members primarily want to know that your association can successfully represent their interests. At the same time, target groups such as politicians or industry representatives should be informed about the interests of your members and thus your association. Public relations must also raise general awareness of your association and its mission among the wider public.

This makes PR challenging, as so many different messages must be communicated. Nevertheless, it is possible to maintain a consistent theme. Define your association’s core principles and mission, which you communicate externally, and base your public relations on this framework, both PR aimed at your members and PR aimed at external audiences. What also helps is a unified design across all PR formats, from the member magazine to social media posts and trade fair stands. A consistent design strengthens brand recognition and simplifies PR work, as you do not have to rethink the visual appearance every time and can focus more on content rather than presentation.

Effective public relations can be decisive for your association, whether for attracting new members or communicating interests. It is therefore important to invest enough time and patience in this area, as a successful PR strategy can significantly contribute to the success of your association.