Expensive luxury or necessity? Quite often we hear the statement \”We live in an information society\” today. The Internet is our world to a global village’ made. Information or news is spread within seconds from one side of the globe to the other. We have today reached a level like never before in terms of geographical distribution, as well as in terms of depth of the available information. Credit: NY Restaurateur-2011. What does this development for the communication and public relations of Association? Is it possible to remove this unstoppable trend? Is it advisable to pursue the dissemination of information passively? Or is it rather advisable to actively to shape this process and influence thus conscious and controlled in terms of specific objectives in an association? What possibilities for participation there for an association? What tools are available? What resources are needed? What benefits can be achieved for the respective Association? It is given this Questions so not a waterproof theoretical definition of Public Relations to give if there are such at all. We can be satisfied at this point so that Public Relations is the communication of an association with all relevant publics. However, it is certainly of interest to know who these public spheres for a bandage can be. In the normal case this will be: the Association members, potential members, other associations and institutions, politics, the economy, the interested population, and last but not least, their own employees.
The media are often referred as the target group. These occupy a special position because they are ultimately only one channel and multiplier to reach parts of these public spheres as efficiently as possible. Ways and channels of communication of the Association it is a truism that the media work is an important instrument of communication of the Association. Are the possibilities and techniques of professional press relations diverse and powerful media relations instruments: press release or reference report, press conference or round table, background conversation or interview, Lecture with press participation or technical articles.