In this episode of The Association Insights Podcast, host Meghan Henning sits down with OnWrd & UpWrd’s Account Director, Roger Hughlett, for a candid, wide-ranging conversation on media, messaging, and what associations need to understand about today’s newsroom realities.

With more than two decades of experience spanning journalism, editorial leadership, association communications, and corporate strategy—including senior roles at CompTIA and the Wireless Infrastructure Association—Roger has seen communications from every angle: reporter, editor, in-house leader, and now agency partner.

🎧 Whether you’re pitching a story, aligning with government affairs, or evaluating your agency relationship, this episode offers practical insight into how to build credibility, break through noise, and become a trusted voice in your industry.

Key Highlights

What Reporters Actually Need: Roger explains why quality information—not volume—wins. Reporters are looking for news they can use, insights with value, and clear angles that serve their audiences. 

Exclusivity Still Matters: In a crowded media environment, exclusives remain powerful. Understanding what works—and what doesn’t—from a reporter’s perspective can transform how associations approach outreach.

What PR Professionals Misunderstand About Newsrooms Today: Modern newsrooms are lean, often virtual, and under pressure. Deadlines are relentless. Roger shares why thick skin, respect for timelines, and understanding how reporters generate stories from the ground up are essential.

Reporters Are Brands Now: In today’s media landscape, journalists operate as personal brands across social platforms and speaking circuits. Associations must treat them as peers—building relationships, not transactions.

Agency Life Through a Former Client’s Eyes: Roger reflects on the shift from in-house leadership to agency partner—and what surprised him most about the intensity, collaboration, and behind-the-scenes work agencies deliver. 

Breaking Through in a Noisy World: Associations that stand out bring data, insight, perspective, and a willingness to engage in the broader conversation. You can’t ask to be quoted if you haven’t shown up with something meaningful to say.

🎧 Tune in for a thoughtful conversation on media relationships, advocacy alignment, agency partnerships, and why strong writing still matters more than ever.

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Coming Soon: We’re continuing to sit down with association professionals and industry leaders to share candid insights on the trends, challenges, and strategies shaping the future of associations. Stay tuned for more conversations designed to help you strengthen impact, relevance, and member value.