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Several years ago it was all the rage for company presidents and executives to write a blog. The idea was to give one’s organization a voice of leadership beyond the motto, mission statement or "about us" page.

In theory, this is excellent. Since the executive is the visionary and chief cheerleader to the organization and its members or customers, she should have a voice both internally and publically to manage morale, politics and issues the company or association faces.

But creating a well thought-out post of 500-750 words can take hours of writing and editing. To establish and maintain a public presence, some CEOs and presidents have taken to having a ghost writer write their weekly post. This could backfire however, as the writer may not capture or channel exactly how the executive speaks or communicates. The constituency or membership may say ghostwriting is inauthentic and is contrary to the spirit of the idea of the president blogging to begin with.

There is another way, with a little time, to capture your president’s thoughts, share them with your customers or members, and perhaps even make a deeper impact.

How? Video. You’ve probably already heard that video is becoming the medium on which we are all learning, searching, communicating. It’s not inconceivable that YouTube will surpass even Google as a search engine.

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You can create a simple video in less than 15 minutes a week that may, for all intents and purposes, be more powerful than a blog. Check out this video we made with AMPED President Lynda J. Patterson. Here Lynda addresses attendees of an upcoming association partner conference and builds anticipation. And here, in a post-conference video, she asks attendees to complete the conference evaluation.

I shot and edited these videos on my iPhone, and uploaded them to YouTube. Both took me fewer than 10 minutes to complete. Lynda put together a few bullet points, rehearsed briefly, and executed these well.

I like them because they don’t look too polished, but are professional enough to send out to the masses. These didn’t cost us any studio time or any money other than the initial investment in inexpensive equipment, totaling $125, plus a smartphone. You don’t need a studio or expensive equipment, just a smartphone, lapel mic, a tripod and a mount

I recommend that you reference my article, “Four key elements to shooting better videos” for some easy tips and tricks to making videos very easy and accessible.

Good Luck!

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Czosek 2014 2 headshotThe Board of Directors of the Wisconsin Society of Association Executives (WSAE) and AMPED - Association Management Partners & Executive Directors are pleased to announce Michelle Czosek, CAE as the new president/CEO of WSAE.

Czosek, who has been an associate director of WSAE since 2013, succeeds Lynda J. Patterson, FASAE, CAE, president and owner of AMPED-Association Management Partners & Executive Directors, a full-service association management company that manages WSAE. Patterson will continue supporting WSAE in an advisory role. 

“I’m excited for this opportunity to take on a leadership role and further my involvement with WSAE,” said Czosek. “Being entrusted to work at a high level to advance an organization of my peers is a true honor.”

Czosek has nearly 25 years of experience managing a variety of professional and trade associations, including the North American Building Material Distribution Association, International Association for Human Resource Information Management, Information User Association, International Women in Boating, and The Harmonie Group.

She earned her Certified Association Executive (CAE®) credential from the American Society of Association Executives CAE Commission in spring, 2015. Czosek holds a B.A. in political science from the University of Illinois.

In addition to her role with WSAE, Czosek is the associate director for the Society of Wetland Scientists, an international organization of more than 3,100 members dedicated to fostering sound wetland science, education and management. Czosek will also be representing the National Air Filtration Association as its executive director beginning in September 2015.

About WSAE: The Wisconsin Society of Association Executives has over 500 members dedicated to the profession of association management. Its mission is to serve as a forum where the association community thrives and grows. To learn more, visit www.wsae.org

 

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Lynda Patterson, FASAE, CAE, president and owner of Association Management Partners & Executive Directors (AMPED) has been named a Guiding Light advisor to the Association Transformation Organizers (ATO). Patterson is one of an esteemed group of sector advisors who deliver energy, wisdom and affirmation to the principal visionaries of ATO, who are themselves leaders in private, public and association sectors. The group strives to guide transformative change that is actionable and builds sustainable success.

ATO is convening a thought leadership think tank of association leaders to develop the agenda for succeeding in the next 5-10 years. The focus will be on the CEO/ED role and what it will take to successfully lead their organization through the changing landscape.

Their research to date has identified several priority issues including:

  • Membership – creating more viable models and benefits
  • Businification – the adoption of private sector practices
  • Talent – the identification, recruiting and development of staff
  • Member business disruptions – members themselves are experiencing challenges
  • Value generation – understanding how value is created and received in the new market

Read more about Association Transformation Organizers.

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