One of the challenges of leading a global organisation, let alone of communicators, is how to connect with members in a meaningful way.
After a bit of deliberation I’ve started a regular blog to supplement my tweeting. My intention is to blog fortnightly and to publish every other Monday. Let’s see.
Comments welcome (of course). Incidentally, not enough of you are following me on Twitter yet @RussellAtIABC.
No-one has the time these days to read long pieces of prose so I promise to keep the thing short.
So…..since becoming Chair in June, I’ve been considering how best to use the year. IABC runs a ‘continuity’ leadership process at its International Level; in many other places also. You get elected, in a slightly long-winded process, to a three year commitment: as Vice Chair, Chair and Past Chair.
I call this ‘a year learning, a year doing and a year teaching’. It advocates continuity and collaboration – because you influence the visions of those you follow, and vice versa – and we get genuine synchronisation from year to year.
So in June 2013, I started to look at IABC’s forward strategy to run from this year to 2017. I formed a group to look at ideas, and in total we involved about 60 people in the process. Next year’s Chair, Michael Ambjorn, also got heavily involved.
We met online, in person and over the phone. Gradually those ideas became concrete and they were signed off by the Board last month.
We’ve come up with a model which basically says that while IABC needs to continue developing value for members by offering relevant knowledge and learning, it must also branch out : to offer services to business, and to increase its impact in both business and the communications profession.
This recognises two things. Firstly, after the Global Financial Crisis especially, communications is even more of a force for competitive advantage in business and organisations generally.
And secondly, as IABC is the only global communications association with ‘business’ in its name, we should make that work more for us.
If we get it right, this will bring a new, strong, steady and sustainable source of income to IABC which we can then use to subsidise member activity and deliver greater member value.
We’re about to start market research on the detail of this idea. If you would like to know more, and especially if you’re commercially minded and could contribute to the development of this idea, please email me at firstname.lastname@example.org