“If you don’t have a headline, you don’t have a story.” I’m not sure when I first heard that bit of coaching advice, but it sure stuck. Twenty-plus years into this line of work, I find myself quoting it to colleagues, clients and myself on a routine basis.
As communicators, we can learn a lot from car dealers. Today’s lesson: when you walk onto the lot, the salesman doesn’t talk about his commission or the bonus he stands to earn if he sells you the car you are considering. Instead, he points to what matters to you: the high safety rating, the low interest rate, the immediate cash back, or maybe the admiring looks you’re sure to get as you drive through town.
There are a lot of thanks getting handed out today. Thank you for your service. Thanks for being a “hero.” Thanks for our freedom. They are nice words and no doubt heartfelt.
To be successful, association communications teams need good leaders, consistency, and a seat at the table when decisions are made. Building and leading communications teams that deliver are high priorities for all associations. But how do you know if you’re on the right track?
Stumbling through situations is a great teacher. I have tried hard to extract lessons from my experiences, including missteps and small victories. Now, with a bit more than two decades of historical perspective, I can begin to put my arms around the bigger picture of this profession–and reflect on what I wish I’d known when I started.