{"id":11736,"date":"2022-02-07T18:45:21","date_gmt":"2022-02-07T18:45:21","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=11736"},"modified":"2022-08-12T17:29:08","modified_gmt":"2022-08-12T17:29:08","slug":"5-things-you-should-be-doing-with-your-communication-strategy","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/5-things-you-should-be-doing-with-your-communication-strategy\/","title":{"rendered":"5 Things You Should Be Doing With Your Communication Strategy"},"content":{"rendered":"

If there was ever a time to solidify your association as the \u201cvoice of the industry,\u201d the time is <\/span>now<\/b>. Members are looking to their associations for accurate and thoughtful guidance in an ever-changing world. Balancing the acts of keeping members engaged and connected while meeting association goals amidst trying to roll out new communications in this brave new world is a challenge, to say the least.<\/span><\/p>\n

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However, having a well-defined and thoughtful communications strategy is one of the most important aspects of your association\u2019s plan, and should be considered as a first step in keeping the goals of your association within reach. By striking the right tone, expanding your digital offerings and reinforcing the value of your association in your communication strategy you can increase engagement and your non-dues revenue. These five important things will help you set that tone!\u00a0<\/span><\/p>\n

1. STRIKE THE RIGHT TONE WHEN COMMUNICATING<\/b><\/h3>\n

A Word About Tone<\/b><\/p>\n

It\u2019s probably more important than ever to consider how your tone could be perceived when releasing communications. There are headlines after headlines about so-called \u201ctone-deaf\u201d mistakes that companies and public figures make on a daily basis. Sometimes, the best-intended communication can have terrible repercussions. So make sure to:<\/span><\/p>\n

Focus On The Facts<\/b><\/p>\n

As the preeminent resource leader in your industry, you want to be able to share information that is current and based on fact. Sharing false narratives can reduce your credibility. This is often referred to as \u201ccontent ethics,\u201d this topic should be top of mind with every association since you are the expert leader for industry information. Use reliable sources and maintain transparency about where you are getting your information. Remember your members are looking to you for the latest information.\u00a0<\/span><\/p>\n

Be Honest, Authentic And Accessible<\/b><\/p>\n

Set the right tone for the situation. Balance humor with seriousness. Calm worries and be the voice of reason while accepting the gravity of the crisis. Don\u2019t limit content just to members. Make resources accessible to all those within the industry who may need it.<\/span><\/p>\n

Communicate Frequently And Consistently<\/b><\/p>\n

Send out the most critical information about cancellations and postponements as soon as possible. Keep in touch at regular intervals, knowing more frequent communication at this time is likely needed and appreciated. Take a proactive approach to your communication strategy and promote all relevant content.<\/span><\/p>\n

Use All The Tools In Your Toolbox<\/b><\/p>\n

You have great resources right at your fingertips already. On your association website, you can include important updates front and center on your homepage. Leverage your email, social media or eNewsletter to get information out quickly and provide quick-hit information that can be linked to longer articles or stories on your website. Consider using podcasts, video or your online community to reach your members who are working virtually. Post frequently on your online communities, career centers or job boards and support members with encouraging messaging. Lastly, use your print publication to provide in-depth analyses of the latest on-goings in your industry.<\/span><\/p>\n

2. LEVERAGE CONTENT IN NEW WAYS<\/b><\/h3>\n

Update Existing Content Regularly<\/b><\/p>\n

New laws and regulations are consistently rolling out; make sure you are keeping your members up to date regularly.<\/span><\/p>\n

Create Association-Branded Updates\u00a0<\/b><\/p>\n

Make sure to create on-brand blog posts, include a special section in your next member magazine or your association\u2019s website, a weekly or biweekly newsletter and video series on your learning platform with an intentional focus on uplifting the brand identity of the association.<\/span><\/p>\n

Repurpose Content<\/b><\/p>\n

Besides saving staff time, repurposing content also benefits your members because everyone processes information and enjoys reading on different platforms. Make sure you are reaching your members where they are and in a format that they like to read. The hard work has already been done! Take an existing published online article and repurpose it into an eBook with graphics on the same content, launch a webinar with thought leaders as speakers on the same topic and create discussion in your online community. But don\u2019t stop there \u2013 now you can cross-promote! Making a carbon copy of one piece of content for use across different channels isn\u2019t nearly as compelling or effective. Spend a little extra time and revamp or fine-tune your points, tips, advice and thought leadership.<\/span><\/p>\n

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3. EVOLVE YOUR DIGITAL FOOTPRINT<\/b><\/h3>\n

Try New Digital Tools and Products<\/b><\/p>\n

Think about how you want to serve your members now and six months to a year from now, and assess how the changes in our world will affect their consumption of information. Launching new tools and digital products could be the right move.<\/span><\/p>\n

Consider implementing these useful tools:<\/b><\/p>\n