The study found that the five most important elements needed to make a resource industry association effective are:
- Multilateral impact (working effectively with regulators, legislators and political officials)
- Unified voice
- Media relations
- Social media
“Creating an effective social media and media relations strategy are more important than ever for industry associations to be effective,” says the APCO report.
According to the survey having a unified voice as an industry and having positive perceptions in the media are now considered more important to an industry association than lobbying and member mobilization.
By generating support and delivering information to general publics, social media and media relations are gaining effectiveness in shaping public policy. Governments and policy makers are conscious of the social media and media landscape is shaping public opinion, and have ramped up efforts to track opinions shaped by social media and media coverage.
For resource industry associations well delivered, social media and media relations platforms now provide opportunities to both educate and inform general public, while at the same time delivering messages to regulators, legislators and elected officials.