Business associations depend on effective communications to serve their members and achieve advocacy influence. This means delivering the right messages, which are well-timed and through optimal channels, to the right audiences. An association’s advocacy and representational activities are supported by an effective communications campaign to reach external stakeholders. Members also rely on communications from their association to engage and derive value from their experience in the organization. Association communications can span the range of traditional and new media, print and digital formats, press and media relations, social media and increasingly generative AI technology. A communications plan is essential and works in tandem with the strategic plan, specifying communications objectives, key messages, audiences, platforms, and content. Policies can designate who is authorized to speak for the organization and govern the acceptable usage of communications platforms, generative AI technologies, and other matters. A compelling and consistent brand platform strengthens the organization’s image and builds support among stakeholders.
