My first boss Larry Ragan impressed on me that it's not a customer's job to tell you what he or she wants from you, because the customer doesn't often know. It's primarily your job, to know the customer (or reader) so well you can deliver it without being asked. That's very hard work; it requires close observation, careful listening, great care and some imagination.
Last week, members of the International Association of Business Communicators received a letter that began this way:
As the industry continues to change and shift, the International Association of Business Communicators (IABC) wants to solidify its positioning as a cornerstone in your strategy to remain relevant and keep up in the field of business communication. We are dedicated to the success of our members and to the advancement of the profession, which is why we have embarked on a comprehensive research study to gain insight from members and industry professionals like you. Your input will help ensure that IABC continues to serve as a valuable resource to you and all those involved in the business communication field.
If I were an IABC member, and it was my dues money going to the association consulting firm that's conducting the online survey, I wouldn't like the sound of that.
It would sound to me like: My professional association is hazy on what I am dealing with, and thus unsure how to help me.
I would ask whether it's me who needs to come up with a "strategy to remain relevant and keep up in the field of of business communication," or my professional association?
IABC members, I haven't checked in on you for awhile. How about you?
Still trying to grasp the difference between an industry ‘changing’ and an industry ‘shifting.’
When you resolve that, you can take on the alarming metaphor of a cornerstone that needs to “solidify its positioning.”
I’m just glad it’s a “comprehensive” research study. Be a shame to spend all that money and do a half-assed research study.
I’m sure you’re not suggesting that organizations shouldn’t survey their members. After all, if you want to know what your members are thinking, the best way to find out is to ask. Or should employees here at my company think that I’m hazy on what I’m dealing with because I’m conducting an internal communications survey?
Not suggesting that at all, Shel. Only suggesting that this particular survey seems a bit general in nature, and the wording of the invitation suggests that IABC leaders have maybe fallen behind a bit in their general understanding of their membership, and the survey is somewhat tardy attempt to catch up. That’s what it sounds like to me.
But that’s why I asked IABC members at the end to tell me: How does it seem to them.
Hmm. There’s plenty of criticism I can direct at IABC, but I just don’t see a problem here. The research is comprehensive, not the survey, which is part of a broader effort. (At least, that’s how I read it.) I’m glad they’re doing it — much better than guessing or sticking to a path that is not adjusted for changing conditions and member needs. I’d be much more concerned about my dues going to an organization that arrogantly assumes it already knows anything and doesn’t need to conduct any research.
I had an aunt who had a needlepointed pillow that said, “If you don’t have anything nice to say, come sit by me.” If I’m barking up the wrong tree here, I’m open to that possibility.
Here’s some information from the president of IABC’s Toronto chapter, which has long been one of the association’s strongest:
“Our membership continues to decline and we might not meet our membership revenue targets. But, we’re hoping that the launch of the new IABC Corporate Membership package will help companies see the value of investing in their marketing and communication departments. …
“In order to stay relevant (and solvent), IABC/Toronto must continue to innovate the programs we offer and the way we deliver value to members and non-members.”
Is anybody covering the fortunes of IABC anymore?
If you want to talk about IABC’s issues, I’m happy to do that. Mainly, it’s the value proposition. No matter what the research finds, if IABC can’t give people a reason to come to IABC to help, the association will fail. A good brand is important insofar as a bad one will make things worse, but the problem is that people believe they can get what IABC says it has to offer without paying dues. If IABC can’t market the EXPERIENCE of membership, it’s doomed.
Also, I’m convinced that the virtual staff is part of the problem. I know staff doesn’t agree, but I believe it’s changing the association’s culture for the worst.
There’s just two for you, David — much bigger issues than undertaking member research!
Thanks for your candor as always, Shel. Happy to hear anything more about IABC here, for good or ill—because I’m not sure where else, aside from their member survey, such conversation can be found.
Shel has covered most of how I feel, too. With special emphasis on “If IABC can’t market…” This has always been our Achille’s Heel, especially with respect to accreditation. The outside world still doesn’t know what IABC is, let alone what our profession really does.
As for this survey, good idea. The landscape has changed in the past ten years. In terms of our profession and in terms of member associations in general (i.e., not just ours). So it’s important to assess whether the model(s) that have generally served us well over the years are still viable, or if we need to make significant changes.
I should add that the best surveys are often followed by focus groups that provide greater insights into what the numbers show, while providing an opportunity for members to make constructive suggestions going forward. (And perhaps raise topics/issues that weren’t addressed by the survey, but should have been.) I hope IABC will choose this path.
I also hope IABC will share the results of this survey with us — both the numbers and also the most meaningful comments — and then present a worthy plan to address what’s learned.
BTW, David, you’re correct: right now, there’s really no place where such conversations can be found or even encouraged…