Facilitate and Communicate
Communication Plan for Associations - What's Your Plan of Action? - In our decades of working for and with real estate associations across the United States, we've found the most common complaint coming from association staff and membership is regarding executive directed, organization-wide communication.
Communicating effectively at all levels of the organization seems to be a challenge for many associations. Great communication requires the creation of a communication plan and commitment to its implementation.
We've encountered this exact issue so often we've developed a communication implementation plan. Use these guidelines for enacting a new communication plan for your association. Or review these guidelines to ensure your current communication plan is robust and thorough.
Communication Plans Require the Following Considerations
ONE. Identifying the different channels of communication at your association. Some examples could include:
- Leadership to Staff
- Staff to Leadership
- Staff to Staff
- Staff to Member
- Member to Staff
- Member to Member
- Association to Public
- Committee Chairs to Committee Members
- Committee Chairs to Committee Chairs
- Committee Chairs to BOD
TWO. Identify benefits derived from effective communications and which of those benefits you wish to experience.
- Cost Savings
- More Participation
- Greater Understanding of the Workings of the Association by Everyone (Members, Staff, Public, etc.)
THREE. Identify current communication means used by your association and other tools you are not using.
- Social Media - Facebook/Twitter/RealTown Communities
FOUR. Identify sources of content to communicate besides the "as needed" communications.
FIVE. Decide which communication tools will be employed for each communication channel.
SIX. Determine the frequency of current communications down the channels identified.
- President to Board of Directors - Monthly by Meeting and Weekly by E-mail, Supplemented by Website
- Committee Chairs to Committees - Monthly by Meeting, Weekly by E-mail
SEVEN. Determine person responsible for ensuring the implementation of the communication plan.
EIGHT. Monitor results.
If you feel you need better communications at your association, what are you doing differently to accomplish your desired results?
We've heard insanity defined as doing the same thing over and over again and expecting different results. I think Albert Einstein said this, or maybe it was Ben Franklin, actually, it's probably a Chinese Proverb. But getting serious about communicating with your membership and the other people within your association is no laughing matter.
Too often Association Executives delegate communication plans to others, rubber stamp the entire process, or leave out disciplined communication entirely. But building, implementing and monitoring an organization-wide communication plan is one of the most important tasks an AE can endeavor.
What's your experience with communication within your organization? How did you overcome obstacles set in your path to deliver a great communication plan? We'd love to hear from you!
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