ASAE realigns PR division to elevate external profile

WASHINGTON, DC: In an unusual departmental reorganization, the American Society of Association Executives has shifted its PR division from under the domain of its communications arm and placed it under public policy.

WASHINGTON, DC: In an unusual departmental reorganization, the American Society of Association Executives has shifted its PR division from under the domain of its communications arm and placed it under public policy.

WASHINGTON, DC: In an unusual departmental reorganization, the

American Society of Association Executives has shifted its PR division

from under the domain of its communications arm and placed it under

public policy.



Helen Hoeflich, VP of administration, said the move is part of a new

strategic plan introduced by the ASAE in August. The plan calls for

higher visibility for the 25,000-member organization and heightened

advocacy activities.



According to Hoeflich, the group believed that PR had been serving an

internal function, and that more external communications were needed to

highlight the ’value and contributions of associations’ as well as to

promote the rights of voluntary organizations.



The ASAE bills itself as ’the association for association executives’

and boasts members who manage leading trade, professional and

philanthropic groups. Among its prominent leaders are chairman George

Kirkland (president of the Los Angeles Convention and Visitors Bureau)

and chairman elect Jeff Raynes (executive director/COO of APICS - The

Educational Society for Resource Management).



One casualty of the ASAE’s communications shift was nine-year veteran

Ken Sommer, the group’s PR director. ’We needed a different set of

skills,’ said Hoeflich, who noted that Sommer left ’to pursue new

opportunities.’



The organization is searching for a replacement, who will be charged

with managing an aggressive public policy and communications strategy to

enhance the ASAE’s visibility. Hoeflich said the successful candidate

will have at least seven years worth of experience on Capitol Hill and

in the corporate world, excellent communication and speechwriting skills

and good media contacts.



The PR director oversees a staff of two people. Hoeflich said the ASAE

has received several resumes, but is still seeking candidates.



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