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Communication is the bottom line.

Each day, our ability to communicate with our associations' constituencies affects our organizations' bottom line. The ASAE Communication Section is here to help association leaders focus on the various aspects of communication. We do this through an array of exciting educational programs, an active listserver, useful publications and online resources, and strong volunteer involvement.


Educational programs

By exploring both member needs and appropriate delivery methods, the Communication Section's Annual Meeting Team Group has developed several educational offerings for the 2004 ASAE Annual Meeting and Exposition, August 14-17 in Minneapolis ( Following are some of those sessions:

Becoming a CEO's Trusted Adviser. This program will explore the communication executive's role as communication counselor, his or her impact on an organization's behavior, and elements of ethical communication practices.

Integrated Marketing Communication: Right for the Times. Check out this session to learn what integrated marketing communication is, why it is important, and how it works.

Hiring Senior Communication Talent. This session is designed to help you recognize job candidates who have what it takes to be successful in the role of senior communication executive.

Measuring Relationships With Your Members. This program will provide customized tools to evaluate your organization's relationships and communication with members or donors.

Managing Cross-Cultural Communication for Better Alliances. Here you'll be able to learn about the vital role that intercultural communication skills play in creating successful cross-cultural partnerships.

Conquering the Digital Divide: Determining the Right Print-Electronic Mix. A panel of publishers will discuss how they evaluated their associations' mix of communication vehicles, assessed member and reader needs, and found the right print-electronic mix.

Publications and online resources

Aside from contributing to professional development programs, the Communication Section is also active in developing and improving print and electronic content. The Publication Audit Team Group, for example, is working with ASAE staff to review communication-related offerings in the ASAE bookstore and to develop content in areas not currently being served. And Communication News, the section's bimonthly electronic newsletter, explores key association communication issues in depth. Finally, the section offers several free online resources to ASAE members (, including a communication planning guide, a list of critical competencies for association communicators, and model copyright license and assignment agreements.

The Communication Section's listserver is another useful resource, as it allows association professionals to share ideas and get information. Recent topics have included content sharing, electronic versus print communication, federal spam legislation, and more. (To participate, go to and click on "list signup/settings" in the instructions document.)

Volunteer involvement and awards programs

The Communication Section has a long history of strong volunteer involvement. As a pioneer in helping develop awards programs such as Associations Advance America and the Gold Circle awards, the section has proven its strength in rallying volunteers for a good cause.

On the awards front, a section team group has put together a white paper on restarting the Gold Circle Awards for the Communication Section and is currently drafting a program business plan.

With all this activity within the section, new volunteers are always welcome. If you have questions about section activities, feel free to contact me. I look forward to welcoming you to the Communication Section's next event.

Adrienne M. Breedlove

Chairman, Communication Section Council, 2003-2004

Director, Communications and Public Relations, Mechanical Contractors Association of America, Rockville, Maryland
COPYRIGHT 2004 American Society of Association Executives
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Title Annotation:ASAE Up Front; American Society of Association Executives
Author:Breedlove, Adrienne M.
Publication:Association Management
Geographic Code:1USA
Date:May 1, 2004
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