Media Relations for Canadian Associations: How to Be the Voice of Your Members in the Media

Excerpt: Dealing with the media is a risky and high-pressure business for association staff and board members. Answering a journalist’s questions incorrectly or mishandling a media enquiry can be like a high wire act gone awry with immediate negative career implications. In my experience, association members have high expectations that the media will be handled professionally by their leaders. Too often, media missteps are a short path to an association member revolt. A disastrous interview can lead to a virtual lynching.

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