Aaron Wolowiec delivered this presentation in collaboration with John Tramontana and Chris Urena during the ASAE Great Ideas Conference in Colorado Springs, CO on Tuesday, March 13, 2018.

1. Telegrams to Tweets: Delivering
News at the Speed of Culture
Content Leaders:
John Tramontana, CAE
Michigan Association of
School Boards
Christopher Urena, MBA, CAE
American Speech-Language-Hearing
Association
Aaron Wolowiec,
MSA, CAE, CMP, CTA, CTF/AT
Event Garde

2. Failure Lab
Take a moment to imagine an unsuccessful
association program, product or service.
Really. The bigger the debacle, the better.

3. Failure Lab
• Partner discussion
– Recap the scenario.
– Why was it unsuccessful?
– What were the roadblocks/barriers?
• Report out

4. Overview of the session
• Intro discussion
• Group activities
• Wrap up with full group (key takeaways)

5. Why a newsroom works – 3 Cs
• Content
• Communication
• Consistency

6. Why a newsroom works – 3 Cs
Content
• Must deliver what your audience wants
• They will tune you out otherwise
Are you producing quality content your members
want? Consider all programs, products and services.

7. Why a newsroom works – 3 Cs
Communication
• Must be timely and thorough
• Everyone must be on the same page
How effective is your association at maintaining
timely and thorough internal communication?

8. Why a newsroom works – 3 Cs
Consistency
• Make good habits through repetition
• Evaluate after each project to determine what
improvements are necessary
Are you able to give and receive feedback affectively
and in a timely manner?

9. Three Main Newsroom Positions
• Director
• Producer
• Anchor/Reporter

10. Video clip (example)

11. DirectorAKA Association Meetings & Expositions
Newsroom Association
Manages news
department
Manages major
meetings/expos
Coordinates news staff Coordinates onsite staff
Oversees show quality Oversees show quality

12. Producer AKA Chief Learning Officer/Learning Professional
Newsroom Association
Develops and sequences
storyline
Directs enterprise-wide
content strategy
Oversees multimedia used Oversees format delivery
Measures views and ratings Measures learner outcomes

13. Anchor/Reporter AKA Communications and Marketing
Newsroom Association
Delivers newscast and end
product
Develops key messaging and
materials for audience
Gathers and distributes
information
Creates promos, emails,
videos, design, website
Interviews experts Tells your brand story

14. Photo by rexhammock - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/41894170584@N01 Created with Haiku Deck

15. Systems Thinking
• Holistic approach to analysis
• How a system’s constituent parts interrelate
• How systems work over time
• Within the context of larger systems
Source: http://searchcio.techtarget.com/definition/systems-thinking

16. Photo by fdecomite - Creative Commons Attribution License https://www.flickr.com/photos/21649179@N00 Created with Haiku Deck

17. Systems Thinking
• Why don’t more associations leverage systems
thinking?
• Why are we operating in silos?

18. Group Activity: Part 1
• Break up into three groups based on your
press pass title
• Work for 10 minutes to solve the case study
from the perspective of your assigned role

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30. Photo by Rusty Sheriff - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/25242931@N02 Created with Haiku Deck

31. Group Activity: Part 2
• Work in groups of three, identified by the
number located on your press pass
• Put a cohesive plan of action together
considering systems thinking
• You will have 20 minutes in which to work

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54. Photo by Rusty Sheriff - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/25242931@N02 Created with Haiku Deck

55. Key Takeaways
• Trust
• Accountability
• Feedback

56. Trust
• Do you trust your coworkers?
• Do you have faith they will do their jobs when
needed?
• How do we let go and “stay in our lanes” for
the good of the whole?

57. Accountability
• Do you hold yourself accountable at work?
• How are others held accountable at work?
• Can other team members rely on you to do
your job and meet/exceed expectations (and
vice versa)?

58. Feedback
• Are you open to feedback?
• How do you respond to feedback?
• How do you deliver feedback?
• Are you willing to say and do what is
necessary to succeed even if it means conflict?

59. Plan of action
• Key insight
• Translation to your context
• Desired outcome
• First step
• When/where take first step

60. Stay in touch
Content Leaders:
John Tramontana, CAE
jtramontana@masb.org
Christopher Urena, MBA,
CAE
CUrena@asha.org
Aaron Wolowiec,
MSA, CAE, CMP, CTA, CTF/AT
aaron@eventgarde.com