Does that suggest that PRSA wasn methodical or data-driven in the past?
No, it doesn’t. We have always done a lot of research and surveys on key initiatives. OK, then what other “association best practices” were you seeking to bring to PRSA? The third best practice is the need to be adaptable. Like I said, we’re living in a rapidly changing world. YouTube is the hot technology one week, and then it’s MySpace after that. So we need to adapt to these kinds of changes and how they’re impacting our members. Last year, we offered 70 teleseminars and some 35 of those were new offerings. So we’re keeping the agenda fresh. A fourth area addresses my role as leader of association. It’s the board’s role to set policy and direction. It’s my role to be an honest broker of ideas. It’s my job to listen to staff, constituents, members and the board. That’s a big part of what I’ll be doing this year. The majority of my readers are probably not PRSA members—why should they be? One of the things we’ve learned through the research I mentioned is that membership keeps you cur
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