The American Motorcyclist Association (AMA) announced measures today
that are designed to consolidate and strengthen its communications
operations and enhance the AMA’s ability to deliver its message to
members, the motorcycling community and the public.
“In September we outlined a new vision for the AMA and one of our
primary objectives is improved communications, both internally and
externally,” said AMA President and CEO Rob Dingman. “To that end,
we have centralized our communications functions for member services and
racing. In addition, we have retained industry veteran Pete terHorst and
his firm, SymPoint Communications, to provide the AMA with strategic
communications direction and counsel.” Dingman added that terHorst
will be working closely with AMA staff to bring focus, coherence and
efficiency to the Association’s communications efforts.
“Pete terHorst is highly regarded in the motorcycling community and
will be a tremendous asset to the AMA. His intuitive understanding of
motorcycling includes knowledge of the industry, regulatory and land-use
issues, rider education, rallies, racing and, in addition, non-profit
environments.”
Grant Parsons, Managing Editor for American Motorcyclist magazine since
2005, has assumed responsibility for the Association’s communications
department. A news veteran who joined the staff of American Motorcyclist
in 1997, Parsons will continue to direct the publication and will also
oversee the day-to-day operations of the of the AMA's websites and
electronic communications. “Grant will lead our effort to convey the
breadth and excitement of our sport and shine a spotlight on our
members, their achievements and the motorcycling lifestyle,” said
Dingman.
As part of the organization’s restructuring, the AMA is closing its
Pro Racing office in Brea, Calif., on January 31. “A significant part
of our reorganization includes the selection of partners to promote our
racing series,” said Dingman. “As we move toward this goal, we are
consolidating our pro racing communication efforts into AMA headquarters
in Ohio. Kerry Graeber, who has handled racing communications from the
Brea office, will be leaving the AMA. I want to commend Kerry for his
hard work on behalf of the AMA. We wish him well in his future
endeavors.”
The AMA’s Government Relations office in Washington, D.C., will
continue to spearhead the Association’s mission to protect
motorcyclists’ rights. “Strategic communications is an essential
component of the AMA’s government relations efforts and we must be
more proactive in our advocacy,” said Dingman. “Ed Moreland, Vice
President for Government Relations, and our staff will be working
closely with terHorst to ensure that we speak with one voice on behalf
of America’s motorcyclists.”