Our business centers around the associations we serve. We see the best results from an association CEO and leadership who identify a strategic problem with their communications. Or realize they don’t have a strategy.
Strategic communications is the sum of these parts:
- When communications is a strategic issue, get very clear about what must change, and what success looks like.
- Be fearless about knowing your customer by fact and taking their feedback into your strategy
- Realize “all members” is not a target audience — be clear about who you most want to reach.
- Discover what to say to them about how you solve their problems, instead of convincing them about the services you offer.
- Create, and then work from a formal, documented plan to make visible progress.
- Teach leaders and staff their role in communications and how to deliver the message.
It includes a lot of listening.
Our work starts with urging our clients to be very clear on the outcome they want to achieve — as an organization, and to ensure that measurements become part of the strategy.
Listening helps all of us to put a communications project into context. Dialogue and feedback, whether at the leadership level, or with members helps us all be relevant as we look for possible solutions.
Associations who take a systematic approach to listening and learning from their members have the best chance at answering “So What” — that one critical message that tells a member what they should expect from the association. A key message that weaves through any communications strategy. We help you discover that message — from the outside-in (from the member’s point of view) that best supports your brand and your best assets.
There are many communicators in an association. A strategic approach suggests that every elected leader and staff executive knows their role and their message as part of your strategic communications process.
If you’re looking to make better connections, and get more member attention, approach your communications as a business asset. Invest time to develop your plan, your messages and sell your story.