Tuesday, February 15, 2011

The Benefits of Creating a Communications Plan

by Melynn Sight

Still not sure that a systematic approach to your communications will change the way your members look at your association? Here’s what three Association Executives from all size associations say about investing the time into creating a communications plan:

"As AE’s, we wear a lot of hats.  To be successful it is important to thoroughly research all issues and initiatives, and impossible to be an expert at everything on our own.  The guidance and direction from an outside expert kept my discussions and actions moving forward in a thoughtful way.

It seems that although we (associations) are all very like minded, we have very different perspectives.  We develop our approach to serve our members based upon our own experiences.  Sharing varying perspectives and considering other approaches greatly enriched the quality of the group discussions, and improved the final product."

-Rob Hulse, Executive Officer
Lawrence Board of REALTORS® (250 members)


“The main benefit of creating a communications plan was determining what information our members really wanted and how they really wanted to receive it. Then, we outlined the steps to actually answer their needs!

Working with other association staff people throughout the process broadened my perspective and ultimately made my plan better than it would have been had I done this on my own.

Once the plan was complete, my Board of Directors was impressed with the plan and thought it did a great job of showing where we are and where we need to go."


-Robin Maccini, EVP
Greater New Bedford Association of REALTORS® (543 members)


“The primary benefit of the plan was that we needed more of a structure and new ideas to better engage our members. Going through this process opened our eyes and minds to what we might be doing wrong, and how we can improve, change and revamp our current process. Also, we were able to see how we can strengthen areas that we might be doing “ok” in, but need a little push to get a better response.

The most valuable steps were (1) identifying our key audiences and (2) learning how we should change our messages to reflect the various personas."

-Diane Streichert, CEO and Liz Peters, Communications Director
Burlington Camden County Association of REALTORS®  (3,700 members)

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Monday, February 14, 2011

Right on the Money - Professional Development

by Melynn Sight

I sat in the room thinking about the money that associations invest in Professional Development for their staff. The investment instructors make (on their own dime and away from their work) to learn and make connections. More recently, at the Professional Development Director’s Summit in Wichita Kansas, RAPDD was one of the most well-run meetings I have ever attended.

There was healthy balance of staff and educators - Director and teacher and practitioner (including REALTOR®-teachers who came to learn and get better at their positions.)

For me, one of the best parts of the meeting was dedicated people on both sides of education with one mission: delivering more relevant education.

There were many gems to take away from the conference, among them:
  • Since this meeting was only about education, people were really focused on making connections and delivering quality education.
  • I felt new energy and insight that helped people look at their jobs differently.
  • Inspiration to be different, “do" different, and find the more passion for their work.
I was surprised by a few comments:

Education is not important to my association ... Education is on the back seat on the priority list ... I can’t communicate the way I want to about educational offerings ... I’m at the mercy of my communications director to do “that”.

To these objections, I wonder if education is core to their association’s value proposition. I suspect YES. In my perfect world, education directors work with communications staff to determine the best way to wrap education into the communications plan. Making education a bigger part of the value proposition. Maybe it’s a new strategy, and new tactics to get members’ attention to come to class. It involves selling the ideas to the communications director or the Association Exec. Prioritizing education may seem like a difficult or even hopeless activity, and it may take a long time to convince other staff or leaders of your proposition. Yes, association staff, at the end of the day, we are all in sales.

Happy 5th birthday RAPDD.
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