Focus on providing value

Communication World, April-May, 2003 by Annette Martell

In the role of ABC chair, I've met communicators from Moscow, Paris, Yellowknife, NT, Canada; Phoenix, Ariz., USA; New York City; Johannesburg, South Africa; Hong Kong, and other cities around the globe. Conversations covered work issues and the ever-changing list of organizational priorities and pressures of clients and employers. Dispersed through the dialogue was how ABC could help them to be better communicators.

Thriving--and, some days, just surviving--in an uncertain job market and economy requires a broad skill set for the communicator. You need strong writing and editing, strategic planning and evaluation skills. In addition, communication programs must now reflect business principles and financial management best practices. You need to demonstrate your value as well as bottom-line impact.

The same is true of ABC. Association management skills are dramatically changing. This past year for ABC has been marked by swift assessments leading to course corrections. ABC's major financial turnaround during 2002 has roots in these shifts. Achieving this outcome despite an unstable world economy started ABC's recovery from the financial hits of 2000 and 2001.

A rigorous and renewed focus on financial management and business procedures fueled this recovery. One remarkable result has been an 18 percent decrease in expenses from 2001.

Adaptability was also crucial. When travel cuts among members dented seminar attendance, ABC launched an alternative professional development format-the webinar series. Webinars erased member travel concerns, fit into reduced educational budgets and won rave reviews from members.

Going forward, ABC's strategy is two-pronged: heighten the pursuit of more value for ABC membership and make sure members fully exploit ABC resources.

Demonstrating value. Aggressively pursuing financial health. Applying sound business principles while adapting to dramatic changes. These characterize a successful communicator's strategy. They also describe ABC's focus.