09/26/2025

Turn Your Members Into the Media’s Go-to Experts

Utilize this guide to grow your members' clout

Imagine seeing your members featured in The New York Times, quoted in The Wall Street Journal or explaining a key policy issue on Good Morning America, all listed as an “expert” from your association. It is a win for your association’s brand and a big benefit for your members’ brand.

For one national association, this concept became a reality through a structured, strategic member spokesperson program that turned passionate professionals into trusted media sources.

Over the course of 10 months, that association earned more than 14,500 media mentions, a 28 percent increase from the prior year. During its peak public awareness campaign, mentions surged by 110 percent. But those headlines did not appear by accident. They were the result of preparation, training and a thoughtful investment in member-led visibility.

Please select this link to read the complete article from ASAE’s Center for Association Leadership.