Change Management, Focus Groups, and Communications in Associations & Non-Profits

Change Management is a hot topic for many non-profits and associations. Navigating through this challenging environment however requires good communication strategy based on understanding your stakeholders. In what is now officially our 200th post (we’re quite proud!), I decided that more needed to be expanded on from my last post on this subject. In this video, I talk about how good focus group practice can open up the lines of communication so that change can occur smoothly.

What re your thoughts? How much have you integrated good communications planning and focus groups into change management issues?

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Mark A. Buzan, APR

Principal & Chief Magnifying Officer

Action Strategies

#3, 270 rue Champlain

Gatineau, Quebec J8X 3S1

819.770.2899 phone

http://www.actionstrategies.ca (Action Strategies website)

LinkedIn Profile: http://ca.linkedin.com/in/markbuzan

LinkedIn Group for Public Relations: http://tinyurl.com/nonprofitideas

LinkedIn Group for Government Relations: http://tinyurl.com/nonprofitlobbying

Please take a look at my just released book: Online PR and Social Media for Associations and Not-for-Profits -http://www.onlineprsocialmedia.com/associations

Good Communications Planning Delivers Good Change Management

With my involvement in the Canadian Society of Association Executives Ottawa-Gatineau Chapter, I’ve had the privilege of sitting on a number of committees including the chapter’s events committee. Year after year, one of the hottest topics remains change management in associations. Obviously, anytime one brings up the prospect of bringing about an important change in an organization, there are important governance issues to be considered. However, the mark of good organizations and how they manage that change in my mind comes from good communications planning.

By learning to identify stakeholders, select effective communication strategies and create ownership, today’s leaders can become successful change agents. Communication channels that allow those effected to feel as though their concerns are learned are the ones that facilitate the process most. With all that said and done, good communications planning will help an organization significantly navigate through what can otherwise be an organizational land mine. However, not all communication plans are created equally and many miss the mark. Communication should be more than just an occasional, sporadic activity.

If your current communications plan does not take into consideration how an important change will take place in a form that will engage everyone, the time to revisit it is now. In doing so, some of the best practices for ensuring everyone is on the same page include:

• Developing a written communication plan to ensure that all of the following occur within your change management process.
• Communicate consistently, frequently, and through multiple channels, including speaking, writing, video, training, focus groups, bulletin boards, Intranets all that is known about the changes, as quickly as the information is available.
• Provide significant amounts of time for people to ask questions, request clarification, and provide input.

Change is a constant in today’s organizations and increasingly leaders are required to manage both planned and unexpected changes triggered by both internal and external events. Helping an organization maintain a sense of stability while championing change can be an extremely difficult challenge. On that note, Action Strategies has produced a number of very successful and thorough communications plans. If your organization is undergoing significant change management, you can learn more about our service by clicking here.

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Mark A. Buzan, APR

Principal & Chief Magnifying Officer

Action Strategies

#3, 270 rue Champlain

Gatineau, Quebec J8X 3S1

819.770.2899 phone

http://www.actionstrategies.ca (Action Strategies website)

LinkedIn Profile: http://ca.linkedin.com/in/markbuzan

LinkedIn Group for Public Relations: http://tinyurl.com/nonprofitideas

LinkedIn Group for Government Relations: http://tinyurl.com/nonprofitlobbying

Please take a look at my just released book: Online PR and Social Media for Associations and Not-for-Profits -http://www.onlineprsocialmedia.com/associations

Canadian Society of Association Executives - Ottawa/Gatineau now on LinkedIn

In my many efforts to give back to the industry that has served me so well, one of the areas I give back to is my local chapter of the Canadian Society of Association Executives (CSAE) - Ottawa/Gatineau chapter. After some negotiating and coaching, I'm happy to announce that my local chapter is now on LinkedIn! As of now, the membership is still small but I believe with time, this will grow. If you are in the National Capital Region of Ottawa/ Gatineau, I fully encourage you to drop by the group and partake in the discussions. The LinkedIn group can be found at: http://www.linkedin.com/groups?about=&gid=3144037&trk=anet_ug_grppro

Social Media and Media Relations Can and Needs to be Integrated

As mentioned two weeks ago, I was invited to speak before MARCOM, one of Canada’s leading marketing communications forums for the Public and Non-Profit sector. In my chat, I made the point that organizations need to stop thinking of social as a “bolt-on” strategy. One of marketing’s biggest failures has been what has been called the “bolt it on” approach. This approach refers to a lack of integrated marketing and the tendency to bolt on new marketing disciplines such as e-mail, social media, etc. However, most organizations fail to do the one important thing: ask how these efforts integrate with the work they are already doing.

When it comes to media relations, there is no exception. I make the argument that every time an association or non-profit organization issues a traditional press release, a social media press release needs to be issued at the same time. What does a social media press release look like? While many examples are available, I’m personally a fan of the following model originally proposed by Shift Communications:

What are your thoughts on the matter?

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Mark A. Buzan, APR

Principal & Chief Magnifying Officer

Action Strategies

#3, 270 rue Champlain

Gatineau, Quebec J8X 3S1

819.770.2899 phone

http://www.actionstrategies.ca (Action Strategies website)

LinkedIn Profile: http://ca.linkedin.com/in/markbuzan

LinkedIn Group for Public Relations: http://tinyurl.com/nonprofitideas

LinkedIn Group for Government Relations: http://tinyurl.com/nonprofitlobbying

Please take a look at my just released book: Online PR and Social Media for Associations and Not-for-Profits -http://www.onlineprsocialmedia.com/associations

Getting clear on your outreach campaigns

One of the challenges non-profits and associations come across when considering either a government relations or public relations campaign is identifying the parametres around which it will operate. For example, what will the budget be? What will be the measures of success? What challenges will be encountered that might hinder success?

Regrettably, this is a situation I come across from time to time when approached from non-profit executives. They are intrigued by the opportunity to make a better name for their organization but all too little informed on what is involved in undertaking an outreach campaign. As consultant however, I can say that if you don't really know what you want, my job becomes rather difficult in helping you!

So, as such, it dawned on on me that a few pointers might be useful in helping non-profit and association executives better get a grasp on their own public relations, outreach and lobbying needs. Before going out to a call for proposals or RFP, you can help both your organization and a prospective consultant by undertaking the following:

1. Get clear on your budget! How much can you reasonably spend? The worst thing you can do is state, "send us a figure and we'll consider whether we wish to move forward". That can mean many things! As a consultant, I can offer you a program or campaign worth anywhere from $500 to $100,000 and more! It all depends on scale and as a consultant, I can be of more help to you if you are truly honest with me on how much you can afford.
2. Do your research. In relation to your budget, it's natural for your organization to want the value of a $1 million campaign but if you only have $50,000, be reasonable in your expectations. Further on research, if you are looking for a particular tactic or strategy to be undertaking, be clear as to why you want it. Is it something you have clearly seen work for another organization or are you really sure that this will reach your audience?
3. Understand your audience or at least be willing to allow the consultant to conduct that research for you. The best awareness and outreach strategies are those that make a clear effort based on research. Communicating without a plan means putting out a flood of messages that could be unrelated, disconnected, contradictory, unfocused, with no clear purpose or direction. Sadly, many nonprofits get so wrapped up in their daily activities that they can lose site of the forest for the trees. At Action Strategies, we cut through the clutter to ensure your communications and public relations lead to more donations, more memberships, greater member retention, support and awareness for your cause from whomever is your audience (click for more info).
4. Be clear about your brand. No matter what strategy you choose, your brand is the essence of your campaign. If you don't know who you are, don't expect your audience to figure it out.

Sadly, I believe that it's the lack of up front thinking through the issues before engaging the idea of outside help that creates frustration on the consultant's side. It also presents the potential for misunderstandings and disappointment on the non-profit's side in the end when results might not measure up to expectations. There are at least some of my experiences. What are yours?

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Mark A. Buzan, APR

Principal & Chief Magnifying Officer

Action Strategies

#3, 270 rue Champlain

Gatineau, Quebec J8X 3S1

819.770.2899 phone

http://www.actionstrategies.ca (Action Strategies website)

LinkedIn Profile: http://ca.linkedin.com/in/markbuzan

LinkedIn Group for Public Relations: http://tinyurl.com/nonprofitideas

LinkedIn Group for Government Relations: http://tinyurl.com/nonprofitlobbying

Please take a look at my just released book: Online PR and Social Media for Associations and Not-for-Profits - http://www.onlineprsocialmedia.com/associations