Why reputation management is important to your membership organisation
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Why reputation management matters to membership based organisations and how to improve it through a better communications strategy
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Why reputation management is important to your membership organisation
- 1. WHY IS REPUTATION MANAGEMENT IMPORTANT TO YOUR MEMBERSHIP?
- 2. IT’S NOT JUST ABOUT THE MIGHTY DOLLAR
- 3. IT’S ABOUT MAKING FRIENDS AND INFLUENCING PEOPLE
- 5. IT’S ABOUT THE MEMBERSHIP “It’s not your story, it’s the story about what you can do for us.”
- 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
- 9. HOW DO WE START?
- 10. 10 Your Reputation Management Strategy: The first step is to Listen. Listen Respond Engage Measure
- 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
- 15. 15 Now We Understand Why… • People Join • Remain loyal • Leave
- 16. 16 What are… • Their perceptions of your brand relative to others? • Are the most resonant messages? • The most effective media/communications channels?
- 17. 17 Your Reputation Management Strategy: The second step is to Respond. Listen Respond Engage Measure
- 18. 18 Communications Strategy • Who • Why • Where • When • How
- 19. 19 Reputation Management • Identifying influential KOLs to reach out to • Track where we respond and comment • Identifying trends in changing conversations
- 20. 20 Finding The Right Voice For Each Audience
- 21. 21 Your Reputation Management Strategy: The third step is to Engage. Listen Respond Engage Measure
- 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).
- 26. 26 Your Reputation Management Strategy: And throughout the process Measure. Listen Respond Engage Measure
- 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
Editor's Notes
- 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.