A Letter to An Association Executive

Good morning Association Executive, Executive Director, and/or EVP,

I hope this note finds you well.

I’m in the middle of a 2 -day webinar with all of the Real Estate Associations of Hawaii and Guam! It’s the most interesting workshop I’ve ever done – as you can imagine. Not only the technology link, but the challenges that these associations have living in the same small geography and all wanting to deliver value through their communications.

I was working on today’s “part II” and thought of you.

There is a step in this workshop where the group learns about key messages. That includes a combination the BENEFITS and the potential BARRIERS to your members responding to a call to action – whatever it is you want members to do (or to overcome).

As I think about your communications director and the work he/she has to do to really OWN your communications – I believe it begins with a common promise – one that your staff and your board creates together. A promise (or brand) that you can live, and communicate in both live and written interactions with members.

If identifying and communicating your “value proposition” is important enough to your association, it might be something you want to incorporate into your new board’s planning early next year. You can do it yourself, or bring someone in from the outside if you need some help to keep you on track.

I think this is a way you can take your staff to the next level of unity and presenting a consistent voice of value to your members…and setting the expectation of what the staff will deliver and what the member can expect from you.

I know this is a little bit “out of right field”, but sometimes these ideas just jump in my mind. Today, I decided to stop what I’m doing to tell you about it.

All the best,

Melynn

P.S. Just FYI, if your communications director or YOU would benefit from attending a communications plan workshop (to develop your communications plan for the upcoming year); The next one is a one-day workshop in Dallas in January…I’ll link here in the event you want to learn more.