The power of effective communication

The power of effective communication

By Lorin Bowen, Johannesburg branch chair of SAACI

Often, in tough economic times like these, association membership is what disappears first off a company budget. “It’s a nice-to-have,” said the boss, “we can do without it!” I urge you to think again.

Good associations continue to exist when they make a difference in members’ businesses, helping them to be more successful and more profitable.

This can only happen when there is a real understanding of the industry inside the association and of the association in the mind of the member. This is achieved through effective communication.

A popular definition says “communication is giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals or groups to persuade, to seek information, to give information or to express emotions.”

Sounds simple?

It can be, but don’t underestimate the magic results that real, targeted, informed communication can bring about.

Sharing information – about industry trends, frustrations, challenges or solutions – is what often encourages people to carry on, gives them new ideas and a sense that they are not alone – that there is someone else in the same boat!

The theme of our recent congress, ‘Switched on’, describes this best.

We need to be switched on in terms of each other’s needs and listen to one other carefully.

At the congress, delegates heard a lot about working with consumers. In SAACI’s case, our consumers are our members. Our aim is to engage more with our members through various channels.

The more information we get from members, the more we can share and ultimately add real value to businesses.

Among others, discussions at our October board lekgotla will revolve around ways to best serve our members and to communicate even more effectively.

SAACI remains focused on learning, growth and collaboration in everything we do – and for this we rely on members to tell us about their needs.

Association membership really equates to a partnership and for a partnership to work, we need to know and trust one another.

Let’s use effective communication to help our businesses, our industry and our economy grow.