Q. Do I need to proactively reach out to the media in my local market?
A. If your society is participating in Society Brand Activation, CFA Institute is already supporting your society through a paid media and public relations program. You may choose to supplement these efforts by promoting events and news that are exclusive to your market, such as society events, featured speakers, new board announcements, etc. Work with your Society Relations Manager to determine the best plan for your society.
Q. Is my society eligible for Society Brand Activation?
A. Yes, all CFA Institute member societies are eligible for Society Brand Activation and the related support, services, and funding offered.
Q. My society doesn’t have anyone with PR experience in-house. Do I need support from CFA Institute to contact media in my local market?
A. Contact your Society Relations Manager to find out what options are available for PR support in your market. The options may vary depending on your society's size and location.
Q. What kinds of information would media be interested in from my society?
A. If your society is participating in Society Brand Activation, CFA Institute is already conducting media outreach in your market for global initiatives such as Investment Professional of the Future, Women in Investment Management, global surveys and reports and others. Media might also be interested in news and events exclusive to your society, such as major society events, partnerships with local institutions and universities, new board or personnel announcements, etc. Work with your Society Relations Manager to determine newsworthy announcements and best practices for informing the media.
Q. What should I do if a reporter contacts me about a potential story?
A. The best thing to do is to find out what the reporter needs, what his or her story is about, and what the deadline is. You don’t have to respond immediately. Take your time to identify the most appropriate spokesperson, put together a well-crafted response, gather supporting information and content, and respond well in advance of the given deadline. Contact your Society Relations Manager with any questions.
Q. Who should I contact with questions about working with media?
A. The best place to start is with your Society Relations Manager who can answer questions or assist you in finding the appropriate source to do so.