I’ll be sitting on a panel at the Council of Manufacturing Associations Summer Leadership Conference in Traverse City on July 31 called “Keeping up with the Messenger: Expanding the Association’s Role as a Communication Channel.” I’ll be joining Matt Mantey, SVP Sales and Marketing at Smartbrief, and Carlos Barrionuevo, Principal of Oveo Solutions in a robust conversation about the disruption in how associations manage communications and marketing.
The recent ‘radical evolution’ of communication channels has fundamentally altered the relationships and perceptions among Associations, their members and those they seek to influence. Digital is no longer simply a tactic or an extension. It is a way of life; a two-way conversation that is ‘always on’ creating greater challenges for established organizations to preserve their historic roles as the authority on issues and their status as a convener. As a CEO, how you align your association to this new communications landscape is key to persevering and thriving. This panel of digital strategy and communication experts will highlight key changes in this landscape, identify new channels and their impact, as well as share best practices for adapting and ‘managing the mix’ so you can optimize your efforts to expand your reach and influence.
We’ll be discussing the changes in the media landscape, including disruption to print and publishing models and industries; the rise of new channels which may or may not be owned by the association; how to make strategic use of the multi-channel mix; and how to feed the content beast.
This will be an audience of association CEOs. If you’re an association marketer or PR/Comms person, I’d love to hear from you – and share on the panel – about what themes or issues you would want your CEO to hear about the changing role of the association when it comes to content and messaging.