associationFOCUS | Volume 8, Issue 1

Being in the Know and Knowing What To Do A ssociation leaders lead. It’s what they do. But during these volatile times, what’s the strategy? How should you communicate with staff and members? What’s a priority? What should the message be and what’s the role of associations when it comes to not just offering guidance to their members, but also providing a calm, reassuring, and trustworthy voice? Everyone has started doing what they can to be safe and to protect others. Group events have been collectively canceled, more substantial travel restrictions have been implemented, and social distancing is the new normal. Now, though, we all need to think about how we are going to connect with members, boards and other stakeholders. People need reassurance. They need to know what proactive steps they should take. And since all of us are social, we all need connection. We know we have to do something to reach out, but how much is too much? And what should the messages be? At some point, the world is going to emerge on the other side of this health crisis. When we do, what are reasonable and rational steps to take then? We’re the lifeline … we’re the organization responsible for peer-exchange, thought leadership, presenting resources for ou r members to keep their clients sane and to keep our industry as prepared as we possibly can. This crisis is our moment to shine. One of our clients said it beautifully and eloquently: CONTINUED ON PAGE 4 association FOCUS | 3