The Importance of Interactivity
Associations can find themselves in a communication rut. When that happens, media relations expert Peter Panepento writes in Associations Now, an organization's leaders must take a step back and look at how the overall team engages with the association's mission. He recommends making communications more interactive and inviting members to help shape the narrative. For leaders, this will mean relinquishing some of their power and, in turn, encouraging the membership to exercise theirs. "It's not easy to do," Panepento writes. "But when it happens, it can be transformative."
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