An association's reputation is one of its most valuable assets, influencing everything from member recruitment and retention to policy influence. A strong reputation can boost member pride, reinforce strategic partnerships, attract quality staff and amplify an association's voice in its sector. On the other hand, reputational challenges can damage member engagement, media relationships, and the ability to fulfil the association's mission effectively. Understanding and actively managing reputation is crucial for associations seeking to maintain their position as trusted voices for their members and respected leaders in their fields.
In this Talk, Ben Verinder, Managing Director of Chalkstream and a founder member of the Chartered Institute of Public Relations’ AI in PR panel, outlines best practice in association reputation management and provide hints and tips as to how to avoid common pitfalls. He will share overviews of best practice, real-life examples and relevant research to support reputation management. The Talk explores the relationship membership bodies' reputation have with their members and their reputation and offers practical steps to conduct your in-house reputation review.
Key topics will include:
- Fundamentals of reputation and brand
- What drives association reputations
- How to get started with research to understand your reputation
- The role of vision, mission, values play in association reputation
- First steps for your association to audit your reputation
