05 Member Relations-1

05 Member Relations-1 - Focus activities (why?) Programming...

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Member Relations
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Research Structure Officers-members versus employers-employees Trade associations, professional associations, interest groups, religious organizations Mission drives activities Nature of the mission, related opportunities and problems
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Objectives Must gain support of member organization Success depends on it Missions evolve March of Dimes example
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Programming Communication Strategies Special Events Meetings Organizational Communication Decision-making processes Controlled media (primary tools) Media relations (don’t forget) Financial support = communication
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Evaluation Membership retention and additions as prime measures of success Impact objectives often relate to policy changes
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Fraternal Order of Eagles Membership/Brand drive Membership slowed, age/brand recognition Focus groups and surveys
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Objectives Awareness and behavioral objectives Internal and External audiences (why?) Strategies Guidelines for media outreach
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Unformatted text preview: Focus activities (why?) Programming Aerie Toolkit (instructional advice) PR training (a common practice) What were their tactics? Evaluation Media opportunities and coverage influencing members Usage of products? Membership increase Minnesota Hospital Association Member organization often seek to advance public policy Address medical error reporting laws Improve image of Minnesota Hospitals Research Best Practices Public opinion survey Message testing Programming Coordinated activities with multiple players Multiple target audiences Objectives: Instill confidence (how did they measure?) Position as leaders Reinforce need for reporting Strategies Publicize messages Consistency Seek top-tier publication Developed and Briefed (???) Discuss Results your thoughts???...
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This note was uploaded on 07/14/2011 for the course ISC 441 taught by Professor Hutchinson during the Spring '11 term at Kentucky.

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05 Member Relations-1 - Focus activities (why?) Programming...

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