It calls primarily for hard work by the association’s public relations staff or the external counsel. In association work, however, the implementation of a public relations program frequently requires active participation of people in the profession or industry. Indeed, in respect to many objectives, the only path to success is to enroll the people in the business or profession who are located at many points across the country.
No association staff, however large, has sufficient people to perform the grass roots indoctrination task all by itself. Frequently, therefore, means will be devised for recruiting people who are working in the business, but who are not themselves public relations people, to assist in the public relations efforts of the association.
For any grass-roots efforts by a national, regional, or even a state association, reliance on local representatives of the business, industry, or profession is essential. This Carrying out the program can involve a wide range of functions, always guided by the long-range plan and association’s policies.
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