8. 8
Ten Reasons Why Unions Fail
• Lose their mission focus
• Stray into the wrong business
• Take their members for granted
• Over-price their services
• Give potential members a free ride
• Ignore the competition
• Resist change
• Merging for the sake of it
• Accept their irrelevance
• Do not communicate the benefits of
membership
11. 11
What Do People Think of Us?
Audit of your brand
1. Review of current vision
2. Review business plan
3. Review current marketing
4. Insights via interviews etc.
organisation staff
5. Member insights with current/
past/ potential members
6. Report created covering the
above
12. 12
Understand Why…
• People Join the organisation
• Remain loyal to the organisation
• Leave the organisation
13. 13
What Do They Need to Hear?
Brand Development
1. What we stand for
2. What we do for them
3. The Single Idea that represents
the organisation
4. Key messages
16. 16
What are…
• Their perceptions of your brand
relative to others?
• Are the most resonant messages?
• The most effective
media/communications channels?
19. 19
Reputation Management
• Identifying influential KOLs to reach out to
• Track where we respond and comment
• Identifying trends in changing conversations
22. 22
Mindset Shift is Required
Traditional Public
Relations
• Talk to Journalists, Professionals
• One-to-Many
• Control the Brand
• Push the Message
• Speak as a Spokesman
Public Relationships
• Talk to Members, People
• One-to-One & One-to-Many
• Manage the Brand
• Engage the Community
• Speak as a Peer
23. 23
Communications Strategy
• Members - internal
• Mentoring - internal
• Member to member - internal
• Media training – internal>external
• Cross Union Forum - external
• Media Strategy/relations – external
• Government/KOL relations - external
24. 24
Government Relations
• Identify your key strategic interests and
opportunities
• Monitor Government initiatives to ensure your
organisation gets involved in the decision making
process at an early stage
• Identify areas where you might proactively seek
Government action
• Prepare a Government relations strategy, including
identifying key messages, preparing the supporting
analysis and engaging in the Government decision
making process at the most effective points
• Assisting with policy documentation and drafting
legislation
25. 25
Communications Objectives
Objectives
• To sustain and increase membership
• To promote and defend the brand values of the
organisation
• To improve the organisation’s reputation
• To increase understanding of the benefits of
membership
Communications strategy:
• Position your organisation as the most credible
body able to speak on behalf of your members and
issues relating to them (without alienating other
industry related groupings).
27. 27
• Increase Exposure
• Educate Audiences
• Improve Positioning
• Increase Mind Share
• Increase Influence
• Raise Awareness
for Mission
• Retain/Obtain Members
What Does Success Look Like?
28. 28
Process and Outcomes
Listen to what people
say
Talk to people like
they’re people
Engage people by
building relationships
Measure where and
what is being said
Reputation
Management
Notas del editor
These are our communications objectives
Increase the amount of positive publicity
Inform the various publics benefits NZALPA brings to them.
Protect and improve the position of the profession - that’s why I’m against discounting, price wars, promotions anything that compromises the professionalism, note if you only compete on price you drive the price down, it damages the professional standing and causing degradation of the brand value
Increase mind share by developing the ALPA as a thought leader
Grow the number of members but also the depth of member engagement
Grow the membership. There is strength in numbers. Part of that is improving how we engage and listen (survey recently, better email communications etc)
Raise awareness of what the association is all about. Membership don't know what the brand is. Members to be sent an e-mail alert just before PR releases are issued explaining why it has been formulated with advice on how it could be used locally.