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October 15, 2008: Communication Power of Representation |
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Many important benefits result from thoughtful mapping of an organization’s key
stakeholders in developing board recruitment strategy: diversity of advice; improved risk management;
greater strategic thinking; and connections to power and influence and even
funding sources. However, one simple
dynamic is frequently overlooked that may alone provide the core justification
for stakeholder analysis. This is the communication
capacity that well-positioned trustees bring with them.
A set of trustees who truly represent key community segments of stakeholders
(think of members of financial professional associations for the board of
housing organizations, for example) can automatically connect entire
functioning communication networks directly to the top of an organization.
Many organizations struggle with foundation activities of community/public relations
and fund raising, failing to generate adequate minimal levels of public awareness. Assembling the key messages is the easy
part. It is the lack of distribution
channels (and their proper use) where most communication strategies fall
short. Recruiting for board members that
bring these channels with them can be a great first step toward increasing
community awareness and appreciation of an organization’s value.
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