Where we are going ...

One hundred years is a significant time for anything to be around. With the way our world is seemingly "shrinking" because of globalization as well as the constant and continuous advancements in technology, it remains difficult for any organization or institution to remain relevant. Along with the technology advancements and the ease of communicating to an audience or a consumer, an organization must be careful and cautious not to lose that face-to-face connection with the member.

We are proud to affirm during the Centennial Celebration that the Georgia Nurses Association (GNA) has been that "buoy" in the health care profession for the last century, and promises to be that and more in the decades to come. As a non-profit organization, GNA has accomplished a multitude of accolades, from professional to educational to legislative, and the accomplishments continue to flourish. But in addition to what GNA has done in the past, the organization is poised for great accomplishments in the future.

In today's consumer market, it's all about what the customer wants or how to satisfy the customer's needs and how quickly can that need or want be met. As GNA hits their centennial milestone this year, the organization as a whole feels it should have a similar mindset in dealing with its current members as well as addressing several issues in the health care delivery system.

Literally having everything at one's fingertips, customization and instantaneous satisfaction play key roles in how people in our society act as consumers. This idea of customization and quick, efficient results also find their way into how institutions and organizations interact with their members and associates. GNA feels it is a time to reflect not only on where GNA has been and what it has done as a guiding force in the nursing profession, but also prepare for where it is going in the future.

So where exactly is the Georgia Nurses Association headed? Not much has changed in its overall philosophy assisting with the nursing profession, but the approach GNA plans to take for the future is quite different and original to any of its previous endeavors.

Customization is key and GNA promises to be the source for its members to discover the newest developments and insights into the profession. New approaches to increase the actual involvement of members have already been taking place through GNA's website in the form of its Communities of Practice (CoP) forums. Deborah Hackman, CEO of GNA, says, "Just like the reliance on web sites has grown exponentially, so too is the expectation for online communities within those websites for peer-to-peer dialog," says Hackman. "The emerging workforce currently communicates through similar channels in their every day world. The Georgia Nurses Association is ensuring that we provide this virtual experience for professional peer dialog to our members through our new online 'Communities of Practice'." This feature found on GNA's website goes well beyond the association being able to connect more with its members. It also connects the members of GNA more directly and effectively with each other to share conflicts, concepts and ideas. The CoP is a stepping stone in the direction GNA wishes to take itself in aiding its members and being that portal for communication, leadership, and insight into the nursing profession, with numerous improvements still to come.

With new advancements in technology comes adapting to the current society's state of mind, and with this new state of mind comes a newer approach to how GNA handles its image, both with its members and non-members. Although GNA has been around for an entire century, a more modern look is in the process to appeal to the emerging work force.

"With a commitment to furthering the value of GNA in the marketplace, we have set our sights to be the leader in the advancement of the nursing profession and the professional," states Jodi Weber, Director of Marketing and Communications for GNA. "By facilitating the meaningful interaction of our members with an integrated fusion of energizing experiences, empowering insight and essential resources, GNA hopes to refresh the community and revitalize expectations for the future." The new "brand image" GNA will portray is that we are an association who is able to communicate creatively, efficiently, and effectively with its members and continuing in prevalent as well as innovative ideas and concepts to further advance the profession of nursing in today's complex environment.

Of course, this new image and value proposition of the Georgia Nurses Association will not be met without some skepticism, and the leadership of GNA have dedicated themselves to making sure that its new promise will be maintained and continue to be fulfilled for the years to come. "GNA's brand promise to its members is to provide energizing experiences, empowering insight and essential resources," states Hackman.

What do these three phrases fundamentally mean in terms of how GNA plans on building a stronger impression and being recognized as the association that is fully dedicated to its members? In giving members the opportunity for more direct communication with various chapters and each other generates the insight the members of the association share, creating that empowerment within the profession. GNA wants its members to get the absolute most out of the meetings, events and conventions it produces, developing its members into leaders both personally and professionally, creating the energy from those certain experiences. The essential resources are derived from GNA being the resource for its members for practically anything involving the profession including development, legislation and education.

Even though the concept of moving forward with the advancements of technology to continue modernizing GNA is quite prevalent, the other concept of maintaining a more direct or "associating" approach remains a priority. With the extensive use of personal computers and electronic mail for nearly every facet and medium in our society, GNA communications can sometimes become buried in the communications overload. GNA continues its brand promise even further, not just advancing with the times, but maintaining the idea that people still enjoy the option for personal, face-to-face interaction. E-mailing is much more efficient in today's workplace, regardless of the line of work one is in, but it may not always be the most effective.

That is where GNA does not want to change with the times, because keeping that personal touch with its members creates a member value and deeper relationship. "Through an integrated fusion of this promise, and a commitment to identifying our members' professional needs, along with the utilization of new technology advancements, we can ensure that our members benefit in multiple mediums in a compelling way," says Hackman. The option and opportunity for multiple mediums creates that satisfaction one must get out of being part of an association.

So where is GNA headed? The future is brighter than ever with the aid of technology and modernization, and GNA's future would not be complete without looking back at its past and continuing to administer similar tactics it had accomplished before. The new brand promise of GNA integrates past, present, and future techniques into delivering the most effective and efficient results it is able to give its members by energizing experiences, empowering insight, and being the essential resource for its current and future members.

Herrin is a Communication & Marketing Intern for GNA. Herrin is a graduating Senior at Georgia State University.