Associations refers to the trade groups that serve to promote your particular market, typically through events, policy advocacy, and media campaigns.

Industry Associations can offer the “heavy lifting” of promoting the general industry and its benefits to audiences, doing so in a variety of manners that many prospective customers, partners, and investors find credible. The American Marketing Association or the Screen Actors Guild provide two prevalent examples of these groups.

Working closely with Industry Associations can reduce the overall PR budget without sacrificing effectiveness. Think of these organizations as “softening” the market by demonstrating the industry’s overall value. That leaves companies like yours able to free up resources normally allocated to educating the market toward promoting your specific products and services. The California Pool Association represents a prime example of raising the performance of all its members through seminars, special product groups, and business referrals.