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When it comes to the motorcycle industry, communication is everything. Andria Yu, a passionate motorcyclist with over 17 years of journalism experience, has been named the new Vice President of Communications for the Motorcycle Industry Council (MIC) and its allied associations. Her journey from media relations director to this pivotal role marks a significant step for the associations, especially at a time when clear communication is essential for growth and safety in motorcycling.
Yu’s extensive background in media relations
Before her ascent to vice president, Yu was the Director of Media Relations for the MIC, Motorcycle Safety Foundation (MSF), Recreational Off-Highway Vehicle Association (ROHVA), and Specialty Vehicle Institute of America (SVIA). Her tenure, which began in 2016, saw a remarkable expansion of national media outreach for powersports. I remember when Yu first joined the associations; her energy was palpable, breathing new life into communications efforts. She wasn’t just sending out press releases; she was crafting narratives that resonated with audiences. From shaping public-facing campaigns to raising awareness about safety, Yu has made her mark in numerous ways.
Building bridges with journalists and influencers
Yu has always believed in the power of relationships. Cultivating connections with journalists and industry influencers was not just a task for her; it was a passion project. As many know, the media landscape is continuously evolving, and having someone who understands both the industry and the media is a game-changer. Her ability to engage with various stakeholders has elevated the visibility of motorcycling and powersports significantly. But what truly sets her apart is her experience as a rider. This firsthand knowledge adds a layer of authenticity to her communications, making her a relatable figure in a highly technical field.
Embracing a rider-first perspective
Yu’s approach to communication is simple yet profound: it’s all about the rider. She emphasizes the importance of strong, consistent messaging, especially for potential new riders navigating the complexities of the marketplace today. As she eloquently stated, “Our current and future association members need to know what’s happening in our industry, how the associations can benefit their companies, and how we can all pull in the same direction.” This rider-first perspective is not just a catchphrase; it’s a commitment to ensuring that every motorcyclist feels informed, safe, and engaged. Personally, I believe that having leaders who prioritize the end-user experience is crucial for the future of any industry.
Yu’s role in shaping the future of motorcycle communications
Stepping into this leadership role, Yu aims to harness the collective strengths of various departments within the MIC and its affiliated organizations. She intends to work closely with Membership, Government Relations, and Rider Education, among others, to ensure that the voices of riders are heard and understood. It’s not just about sending out press releases; it’s about fostering a community where everyone feels valued. Her vision is to reach out through all forms of media, showcasing the joy and fun that powersports bring to our lives while emphasizing safety. I can’t help but think back to the time when my friends and I discovered the thrill of riding. Those memories still ignite a spark in me, and I know Yu shares that passion for creating new riders.
A lasting impact on the motorcycle community
Yu’s influence doesn’t stop at communications. As a certified MSF RiderCoach and ATV Safety Institute Instructor, she has actively engaged in training events that open the door to many beginners. Her leadership in media rides has helped countless individuals discover the world of two-wheeled adventures. It’s refreshing to see someone who doesn’t just talk the talk but truly walks the walk, embodying the spirit of motorcycling. The motorcycle community needs advocates like Yu, who understand the nuances of both riding and the industry.
Looking ahead: the future of motorcycle advocacy
In a landscape that constantly shifts due to economic and regulatory changes, Yu’s commitment to strong communications is more important than ever. The MIC, with its rich history dating back to 1914, is poised to leverage her expertise to advocate for fair policies and promote the joy of riding. As we look toward the future, one can only wonder how Yu’s vision will unfold. Will we see a new wave of riders embracing the open road? I certainly hope so. The thrill of riding is a feeling like no other, and with leaders like Andria Yu steering the ship, the prospects look bright.