Expert PR through associations and industry communities

Promoting a company through associations and professional communities is one of the most effective tools for B2B communication. Unlike direct advertising or classic PR, working through industry associations helps. form an expert imageFind business partners and build reputation in the market.

What is PR through associations and professional associations

Associations and industry communities are organizations that unite companies and specialists on an industry basis (for example, chambers of commerce and industry, export unions, logistics or IT associations). Their mission is to represent the interests of participants, create platforms for communication and exchange of experience.

PR through associations is a set of communications and marketing activities of a company within such communities:

• participation in industry events (forums, conferences, exhibitions);
• publication of materials at the sites of the Association;
• work in expert councils and committees;
• Sponsorship and partnership support for industry initiatives.

Why Businesses Should Work With Associations

1. Increased trust and awareness.
   Membership in industry associations increases trust in the company, especially in segments where reputation is important (logistics, finance, manufacturing).
2. Access to classified information.
   Associations accumulate analytics, research and market data to help make strategic decisions.
3. Reaching the target audience.
   Communities provide direct access to key players in the industry: large customers, government agencies, experts.
4. Promoting an expert brand.
   The company can publish expert articles, share cases and show its experience.
5. Lobbying.
   Through associations, businesses can influence the formation of laws and industry standards.

Formats of PR activities in associations

Membership and participation in committees

• Joining the association as a member (ordinary or premium).
• Participation in relevant committees and working groups to exchange experience and develop standards.
• Publication of information about the company on the association website.

Publications and expert comments

• Articles and research in industry journals and association newsletters.
• Comments to the media on behalf of the company as an expert
• Partner analytical reviews.

Performances at events

• Reports and presentations at industry forums and conferences.
• Participation in panel discussions and round tables.
• Conducting workshops or webinars for community members.

Sponsorship and partnership projects

• Financial or organizational support for industry competitions, exhibitions, forums.
• Joint social projects with the association.

Algorithm of promotion through associations

1. Identify targets.
   Do you want to increase brand awareness, find customers or strengthen the reputation of an expert?
2. Choose relevant communities.
   Assess their coverage, composition of participants, impact on the industry.
3. Join the association.
   Apply for membership, study terms and participation packages.
4. Develop an activity strategy.
   • Make a calendar of events;
   • Plan publications and PR campaigns;
   • Identify the key representatives of the company who will be the “face of the brand”.
5. Maintain active communication.
   Do not limit yourself to membership: participate in committees, speak at forums, organize events.
6. Evaluate the result.
   Keep track of new contacts, number of publications, mentions in the media and direct customer requests.

Examples of associations for B2B companies

• International:
  • ICC (International Chamber of Commerce) is the largest chamber of commerce.
  • FIATA is the international federation of forwarding associations.
  • GSMA is a global association for telecommunications.
• Russian:
  • CCI of the Russian Federation (Chamber of Commerce and Industry of the Russian Federation).
  • RSPP (Russian Union of Industrialists and Entrepreneurs).
  • Association of Freight Forwarders of Russia.
• Chinese:
  • CCPIT (China Council for the Promotion of International Trade)
  • Association of Manufacturers and Exporters of China.

Performance cases

• Logistics.
  The container transportation operator received contracts with large shippers after a series of speeches in the relevant carriers association.
• Production.
  Equipment plant expanded export deliveries thanks to analytical publications in industry journals and partnership with the international manufacturer community.
• IT and innovation.
  The startup attracted investors through participation in a global association and presentations at conferences.

Advice on working with associations

1. Focus on expertise. Share knowledge, not advertising.
2. Systemic activity. Regular participation is more important than a single performance.
3. Building personal connections. Communication on the sidelines is often more useful than official reports.
4. Monitoring and analytics. Follow industry trends through communities.
5. Long-term approach. The effect of working with associations manifests itself in 6-12 months.

PR through associations and industry communities strategic influence. It does not give instant returns, but creates the foundation of trust and credibility of the company. Systematic work in a professional environment helps the brand to reach a new level: become an expert, influence market standards and find partners.