At Potomac Communications Group (PCG), we’re more than public relations consultants. We’re 501(c) communications experts. At PCG, we’ve helped association and society clients successfully:
- Establish themselves as leading voices for their industries and professions, and become more effective advocates for their members.
- Revitalize their brands in order to offer a broader, more powerful value proposition to current and prospective members.
- Manage high-level, strategic issues such as executive transitions, regulatory threats and financial crises.
- Promote marketing initiatives such as conferences, new products and sponsorship offerings.
- Develop websites, infographics and other materials to convey messages with impact.
Before launching PCG in 1981, the firm’s two founding partners managed communications for associations in New York and Washington. Our first client was an association, and since then we have helped more than 125 501(c) organizations develop and implement campaigns that deliver powerful messages through a variety of channels, including digital and mainstream media and innovative direct-contact programs. Based in Washington, our 25 full-time staffers and associates work with clients all over the country.
Our experience has taught us that 501(c) organizations face unique communications challenges:
- Members need to be involved, and they need to see tangible results. Up-front research should seek out the views of leaders and key members, and the program needs to show a steady stream of visible results, to maintain member support.
- The world has become highly competitive for associations and professional societies. Often several organizations are competing for members and leadership in a similar market space. This places a premium on effective positioning and visibility, which can be augmented by effective media and other outreach programs.
- Because budgets are often tight, associations need to communicate in ways that deliver the biggest bang for the buck and allow for effective metrics that quantify results. Programs must be efficient, and they should be flexible – as results are monitored, they often need to be modified for greater impact.
- Digital and social media are revolutionizing the association world – representing a threat, because the interconnectedness they provide can compete with many association services, but also a great opportunity for associations that use them to enhance their communications programs.
Leonard S. Greenberger heads the firm’s trade association and professional society practice. For more than 20 years, he has managed multifaceted marketing and communications campaigns for dozens of 501(c) organizations engaged in the health care, finance, energy, infrastructure, consumer product and other sectors. He is active in the American Society of Association Executives and served two terms on the group’s Communication Section Council. Leonard is the author of What to Say When Things Get Tough, published by McGraw-Hill Education in May 2013.
For more information about PCG, please contact Leonard at email@example.com or visit our website at www.pcgpr.com.