By
Rebecca Laskary – Director, Profile Public Relations
Member
communications has always been a pivotal part of the relationship
between professional bodies and their members. Striking the
right balance with the volume of information sent to members
is a challenge for most associations. Certain communications
such as notices of AGMs, annual reports, etc are compulsory
and must be communicated to members. It’s the process
of defining the nature of optional communications and identifying
the optimal medium of communication that is often challenging
for associations.
Particularly
when dealing with a sizeable or diverse membership, meeting
the needs of the members is not an easy task. Different segments
of the membership might want a variety of information delivered
through different mediums.
Organisations
and associations may find the necessity to communicate with
their members about a range of issues including changes to
legislation, lobbying initiatives, technical updates, industry
trends, thought leadership, member services, support and
resources available to members from their professional body.
Organisations may also need to communicate information to
members about events and seminars, professional development,
conferences, social networking opportunities.
With advances
in technology, organisations may now communicate with their
members through letters, monthly magazines, local or state
newsletters, other publications, e-bulletins, training and
development seminars, conferences, workshops, e-learning
sessions, webinars, webcasts, podcasts, e-newsletters, through
a website or face to face communication. Given the range
of avenues available for member communication, care should
be taken not to overload members with information through
a variety of mediums.
Sorting
through the types of information that members want, members
need and then deciphering how best to communicate it to members
can seem like an overwhelming task. Some of the solutions
that I offer my clients is to allow members to chose what
information they would like to receive and then further give
them the option of selecting the most convenient medium for
communication. With large and diverse memberships, member
segmentation for the purpose of communication is an absolute
necessity. Strong database management and regular database
updates are also required for most organisations.
Based on
my advice to clients, I believe that member feedback received
on a regular basis is vital to determine member satisfaction
and for improving member services and member communication.
Beaton
Consulting and Professions Australia have developed a survey
which is available free of charge to professional associations.
The member survey focuses on a range of issues for associations
and their members and would prove a valuable tool for associations
in obtaining member feedback.
If you
would like more information about the tools, services and
workshops available to help you communicate more effectively
with your members and other stakeholders, then visit www.profilepublicrelations.com.au or email
me.
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