Leader and member survey results help IABC set future course

Communication World, Dec, 2001 by Tamara L. Gills

FOCUS ON STRATEGIC POSITIONING

Areas that require review by association leadership and staff, per the member survey data, include the association's ability to shape the future of the profession through research and its ability to lead the way with advanced information technology.

Members would like to see IABC develop a stronger communication and positioning strategy to build its reputation and credibility in the business and trade press. Since the completion of the survey, this strategy has already been set in motion by one of the newest members of the IABC staff, Heidi Taff, manager of public relations. In the last few months, she has designed and is carrying out a communication and image plan. The issue of image dovetails with member and leader concerns that the association further develop its role as an advocate for the profession. This goal also may be achieved through strong communication and positioning strategies.

Currency issues and membership dues continue to be concerns at the member level. Bearing in mind that IABC is an international association, special task forces of the executive board are currently reviewing these concerns.

To best meet the future demands of the association and the communication practice, access to international board members at the chapter and local levels needs to be enhanced so that individual members have the opportunity to participate through elected offices in the development of their association. Indicators from the study show that members want to know their local, regional and international leaders to develop a greater confidence in the association. More interactive strategies are in progress to meet members' demand for networking and association development.

The Leader and Member Perceptions Study gives IABC leadership and staff clear focal points in the areas of internationalism, resource allocation, chapter support, leadership recruitment, advocacy and professional development programming. More findings from this study will be shared in future leader and member communication.

Tamara Gillis, Ed.D., ABC, is associate professor of communication at Elizabethtown College and is chairman of the IABC Research Foundation.

RELATED ARTICLE: FUTURE STRATEGIES FOR IABC

(Rated in order of importance/priority by survey responders.)

1. Deliver value to members in products and services.

2. Maintain transparent and open communication with all members.

3. Keep financial reserves.

4. Establish succession planning and leader development programs.

5. Serve as an advocate for the profession.

6. Recruit quality staff and align staff skills.

7. Use technology more effectively as a content-delivery mechanism to members.