Volume III: Issue 8

This month we investigate examine the value of education and certification programs for your association and explain the method of publicizing an event, both internally and externally.

How to Publicize an Event

As the dog days of summer draw to a close, autumn’s event season is set to kick into high gear.  With so many events taking place at once, be sure your event gets the press space it deserves.  By following these simple steps, you can ensure complete coverage.

Internal Communication: Make sure members and event attendees receive proper communication
If the event is not for some time, send potential attendees a Save-The-Date notice.  There are many innovative ways to communicate that they should keep the date available for the upcoming event, including the traditional Save-The-Date card, either as a self-mailer or in an envelope.  An interesting way, as well, is to send the information via a Rich E-mail Marketing (REM) program, an e-mail complete with graphics and text, which can look like a digital version of the printed mailer.  One tip: know your audience.  If you do not have many e-mail addresses or your audience prefers traditional mail, be sure to use both methods to achieve maximum attendance.

After the initial Save-The-Date mailing — or if the event looms closely on the calendar — send potential attendees an invitation.  The invitation should be through a traditional mailing.  As well, consider the use an innovative REM e-mail to ensure all potential attendees receive the invitation.

Following the invitation mailing, make sure to keep in contact with attendees and potential attendees.  This can be done via many methods, depending on the event— reminder REM e-mails, ticket mailings and more.

External Communication: Publicizing your event to the media
First and foremost, it is important to choose and target the correct audience.  Begin by creating a comprehensive media list targeting appropriate publications and editors.

Next, create a press release announcing the event. Depending on the timing of your event, send the initial press release solely to long-lead publications, such as magazines.  Then, as the event gets closer – within one month of the event date, issue the release to short-lead media, such as newspapers, television stations and Web sites.  It is also important to continuously update your press release, as you decide on new details about the event.

Follow-up your press release dissemination by placing phone calls to key media contacts and outlets.  By placing follow-up phone calls, you will stay in the forefront of the media, as they receive many e-mails per day.

The Value of Certification Programs

Creating a professional certification program for your industry can be an excellent way to build your organization’s professional credibility and lend prestige to your image.  It can also increase your organization’s visibility, improve branding efforts and drive membership.  In addition, it has the potential to become a nice revenue generator.  Roughly one-third of professional organizations administer certification programs.

There are a number of different types of certifications.  For example, there are certifications for individuals where a person is certified as being able to competently complete a job or task, often by the passing of an examination and with the submission of proof of experience.  There are also certification programs for whole organizations and companies, whereby the whole operation must prove that it meets the certification criteria.  Both are options for associations depending on the type of membership.

A successful certification can accomplish the following:

• Identify the standards, credentials and experience that are indicative of a qualified professional or organization in the industry; 

• Formally recognize individuals or organizations who meet the certification program’s criteria;

• Encourage professionalism in the industry;

• Educate end users about certified individuals and organizations that are qualified to provide high-level, quality products and services.

• Discovery - Research the feasibility of such a program for your organization by conducting surveys, defining goals and projecting costs.

• Program development – Develop the standards and/or criteria for the certification program.  Also, create a complete budget, publish the program description and purpose in detail and evaluate staffing needs.

• Formalize program details – Develop the application review process, determine the length of certification before recertification must take place and consider procedures for revocation and appeals.

• Administration planning and development – Create procedures for record retention and policies for confidentiality and conflict of interest, determine fees and plan for financial management.

• Marketing and communications – Publicize the program via advertising, website development and other methods.

Best regards,

Peter Rush, Chairman & CEO

Visit Our Web site: www.kellencommunications.com 

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