Hire publishing staff with more skills than what you're looking for
Is your association properly staffed for today's new publishing needs, especially as new media are steadily replacing traditional print publications?
This was among the topics discussed at the Association Media and Publishing annual conference this week in Baltimore. The two-day event, at the Baltimore Hilton, attracted 44 exhibiting companies.
The luncheon on June 12 was the setting for the installation of the new officers, including new chairman Gary Rubin, chief publishing and e-media officer, HR Magazine, Society for Human Resource Management, Alexandria, Va. In his remarks, Rubin implored members to help grow the AMP membership.
"By growing in numbers, we grow empowered…the larger we grow, the more influential we become," he said, tying the importance of communications to the success of associations.
After an entertaining and informative keynote address on "Why We Brand, Why We Buy," by Debbie Millman of Sterling Brands, participants could choose from more than 15 education sessions over the two-day event.
In "Blow Up the Org Chart: Staffing the New World of Association Publishing," Diane Rusignola discussed the challenges of working in a silo vs. centralized management model. Rusignola, managing editor of Independent Agent magazine, Independent Agents & Brokers of America, said in a silo model, communications might be split between other departments, making it difficult for communication and publishing staff to "to pinpoint all of the outlets because you're not controlling" them. Breaking down the silo involves good communication with departments, and making suggestions to senior managers to try new approaches with the goal of controlling branding and messaging.
A good aspect of a centralized model is that one department handles all publications and therefore message and brand. On the flip side, this can be overwhelming, especially if there aren't enough staff.
A poll of audience members showed one-third worked in a centralized model, while two-thirds said they work in a silo environment.
Some of what the panelists suggested to staff properly, especially with the emergence of new media:
- determine how new new media is to your organization, and start looking for where the need is most.
- don't limit your search to the unemployed workforce; look to staff as well as students in need of internships.
- while searching for new staff, look also for skills a person might bring beyond your immediate needs. Is he good at reporting, graphics, etc.
Also presenting at this session was Angela Brady, senior consultant and publishing strategist, Stratton Publishing and Marketing, and Glenn Cook, publications director, National School Boards Association. Details: www.associationmediaandplanning.org.
