The Performance Institute

Washington, D.C.

● Develop a Strategic Communications Plan
Target Communications to Advance the Mission and Promote the Brand of Your Association

● Anticipate and Respond to Resistance to Change
Integrate Change Management Strategies in the Communications Plan to Address the Concerns of Members and Staff

● Integrate Technology into Your Communications Plan
Devise Online Strategies for Reaching Internal and External Audiences

● Utilize Strategic Communications to Advocate on Behalf of Your Members
Promote Your Organization's Message to the Media and the Public

● Assess Your Communications Efforts to Ensure Continued Success
Utilize Evaluative Tools to Assess the Strengths and Weaknesses of Your Communications Plan

 Dear Association Communicator,

As a communications professional working for an association, you are challenged on a daily basis to remain informed of the needs and concerns of your membership while also distinguishing your association’s message from a field of diverse membership-based organizations.  Technological developments and changes in the media and communications environment necessitate adaptation by association staff members already overworked and constrained by limited budgets. 

Within this constantly changing environment in which you communicate, you need to equip yourself with tools and techniques to advance your association’s mission, advocate on behalf of your members, and ensure coordinated communications among the management, staff, and board members of your organization.  We invite you to attend Strategic Communications for Associations and Membership-Based Organizations, taking place in Arlington, Va. on January 27-29, 2003.  This seminar offers two and a half days of interactive training sessions and workshops providing innovative strategies and practical solutions to the challenges you face as an association communicator.    

Develop and Implement a Strategic Communications Plan

Successful internal and external communications start with the development and implementation of a strategic communications plan integrating a system of performance measurement to facilitate evaluation and ensure continued effectiveness.  Experienced association communicators and consultants are prepared to share strategies, lessons learned, and best practices that have enabled them to establish a productive relationship with the media, assess the needs and concerns of their membership, and utilize technology to enhance member services and public relations. 

Integrate Technology to Extend the Reach of Your Communications

A half-day workshop focused on strategies for integrating technology in your communications plan provides the tools you need to effectively promote your association’s message and connect with a variety of audiences.  Come learn from association communications professionals who have realized the potential of the internet and e-mail list-servs as effective member services and public relations tools.

This seminar promises to be a valuable forum for the exchange of information on innovations in association communications among your colleagues and peers in the association community.  Communications professionals from large and small associations will benefit from practical strategies for addressing pressing communications challenges that they can take back to their organizations.  Register today by calling (703) 894-0481 or visit us online at www.performanceweb.org.  I look forward to seeing you in January!

Sincerely,

Patti Powers

Associate Director

The Performance Institute