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PR campaign sends message.

PR Campaign Sends Message

Did you know members of the Washington Association of Realtors, Olympia, helped raise more than $1 million in cash and food for the state's food banks? Or that members of the Delta Society, Renton, Washington, participated in "Pet Partners"--a program in which petting a dog or cat helps sick individuals recuperate? The Washington Society of Association Executives (WSAE), Edmonds, wants everyone to know about such association contributions to society, so it launched a public relations campaign around the state's Association Week, May 13-19.

Washington Governor Booth Gardner (D) urged citizens to observe Association Week by recognizing how important trade, professional, and community organizations have been in the development and growth of the state during its first century. And the WSAE public relations committee made it easy for the public to see associations' good works. During Association Week, the committee * ran radio public service announcements about association volunteerism; * published press releases in newspapers on the community service projects of Washington-based associations; * sent camera-ready artwork of Governor Gardner's Association Week proclamation to members to use in their publications; and * developed several copies of a 10-minute slide presentation that highlights the importance of associations and the roles they play in Washington and American society. WSAE members, in turn, showed the slide show to service clubs, chambers of commerce, and other relevant groups during April and May.

"We felt the slide show was the best way to get members involved in Association Week and to tell others about the role associations play throughout American society," says WSAE Public Relations Chair Karen Mitchell, account executive, Parker Pacific Company, Seattle.

She adds that the public relations campaign encouraged the public to become more involved in the activities of their own professional association, community service group, or charitable organization; enhanced the image of associations as agents of change and as problem-solving instruments; and established WSAE as an association information source for the public, media, and public policy makers.

Mitchell encourages other allied societies to develop public relations campaigns aimed at helping spread the word about associations. "I think we have a responsibility to make people more aware of what associations can do and how they play an important role in society," she says.
COPYRIGHT 1991 American Society of Association Executives
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:public relations campaign of association contributions to society
Publication:Association Management
Article Type:Brief Article
Date:Aug 1, 1991
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