Branding is one of the most important aspects of running a business. If the NAA wants to become the industry liaison between the media and the auctioneering society, we must improve public awareness of who we are and what our mission is. Now more than ever, we have to establish ourselves as strong, up to date, vibrant, and applicable to what is happening in the auctioneering method of the marketing world. While we want to strongly represent the auctioneering community to the media, we also want to teach our constituents how to use the media to their benefit. In turn, this creates a greater knowledge of the industry, and better establishes the NAA as the nucleus of the auctioneering world.

Contributing factors, such as the economy, have been the catalyst for bringing the NAA into this unique position. The media is increasingly approaching the association for information. This past year, the NAA purchased the web-based public relations software suite, VOCUS, to assist us in strategic marketing to the media. This software helps us manage local and global relationships and communications with journalists, analysts, public officials, and other important audiences. This tool will help to play a key role in branding the NAA and bringing our association into the spotlight.

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