Association Station

The show for those who work at and with membership associations in the areas of content, publications and media. You are the innovators, the creators, the strategists and the doers — serving your association members and their industry.

#16: In Conversation with Mark Sterne, about Finding the Balance between Print and Digital 08/02/2023

#15: In Conversation with Beth Rosenberg about Taking a Newsroom Approach to Covering Content 07/26/2023

#14: In Conversation with Chris Durso, about Modernizing a Flagship Print Magazine to Lead the Content Plan 07/04/2023

#14: In Conversation with Chris Durso, about Modernizing a Flagship Print Magazine to Lead the Content Plan Today’s guest is Chris Durso. Chris lives in Arlington, Virginia, right outside Washington, DC. He is the editor-in-chief of Construction Executive magazine, which is published by Associated Builders and Contractors (ABC). He has more than 30 years of experience as an editor, writer, publications leader and content strategist across a variety of industries. In January/February 2023, Chris and his team at ABC debuted a redesigned and reimagined Construction Executive magazine, along with the new look of its accompanying newsletter. The magazine is published nine times a year and has a circulation of 50,000 — about half are members, the rest subscribers. With the flagship print magazine leading the content plan, they are now in the midst of redesigning the magazine website and boosting their social media strategy. In this episode, we talk about: How they began the process of reimagining and redesigning their print magazine, along with a magazine website and newsletter. How they chose a new outside design firm. How this process differed from Chris’ previous experience with association magazine redesigns. They debuted the new look via the magazine-associated newsletter, CE This Week, then debuted the new look of Construction Executive magazine. What they changed about their newsletter. After the magazine and newsletter redesign, they are now in the midst of redesigning the magazine website, . They increased their art budget to lean into the visual aspect of their industry. The importance of taking the time to find the right vendor partners. Why it’s beneficial to look outside the association world for redesign inspiration. Resources: Check out Melanie’s other podcast for freelancers, consultants and solo business owners: (free on any podcast app). /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/27368190

#13: In Conversation with Crystal Shelley, about the Importance of Using Conscious Language in Our Writing and Editing 06/28/2023

#13: In Conversation with Crystal Shelley, about the Importance of Using Conscious Language in Our Writing and Editing Today’s guest is Crystal Shelley, of Salt Lake City. Crystal is the owner of Rabbit with a Red Pen. She edits fiction and is an authenticity reader. Drawing on her background as a social worker, she unites her love of language and passion for social justice by pushing for writing and representation that’s more dignified, intentional, and just. Crystal is the creator of the — these toolkits are fantastic resources and I’ll put a link to them in the show notes. Crystal also serves on the board of ACES: the Society for Editing and is an instructor for the Editorial Freelancers Association. In this episode, we talk about: What “conscious language” is, a term coined by Karen Yin, who also created the Conscious Style Guide. What the difference between “conscious language” and “inclusive language” is. Why using conscious language — and critically assessing the language we use — in our content is important. Style guides are just that: guides. The primary ones, such as the Associated Press Stylebook and the Chicago Manual of Style, don’t always reflect the most updated and conscious language or the accepted language of a particular group. Some pitfalls when editing and striving for conscious language. How we can advocate for using more conscious language at our associations. How staff can respond to members who criticize using “woke” or “politically correct” language or content. Why everyone should embrace and use “singular they” in their content. How to think about which words to use when identifying people by race and ethnicity. What ableism and ableist language is and how incredibly prevalent it is in our society. What “inspiration porn” is and why not to write so-called “inspiring” stories of people with disabilities. What an “authenticity reader” or “sensitivity reader” is and how associations can use these experts to avoid stereotypes and harming readers. Resources: Crystal’s Style Guides: Karen Yin’s Authenticity reader directories: ACES–the Society for Editing’s database Editorial Freelancers Association Writing Diversely Check out Melanie’s other podcast for freelancers, consultants and solo business owners: (free on any podcast app). /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/27314187

#12: In Conversation with Christina Lewellen, about Reimagining Your Magazine into the Association’s No. 1 Marketing Tool 06/27/2023

#12: In Conversation with Christina Lewellen, about Reimagining Your Magazine into the Association’s No. 1 Marketing Tool Today’s guest is Christina Lewellen, MBA, CAE, who has been the executive director of the Association of Technology Leaders in Independent Schools (ATLIS) since 2019. Christina, who lives in Virginia, is a seasoned association executive who brings a data-driven framework to business planning and strategy. She received an MBA from the Rochester Institute of Technology and a Certified Association Executive designation from the American Society of Association Executives. ATLIS’ magazine, Access Points, won awards from AM&P Network and ASAE after Christina and her team reimagined the magazine. It went from what was, frankly, more of a stuffy academic journal, into a glossy, highly readable, redesigned magazine — but with an intention to use it as their association’s No. 1 marketing tool. The magazine is sent to both members and anyone else who wants it, as a vehicle to recruit new members to the young association. In this episode, we talk about: How Christina and her team re-envisioned ATLIS’s print magazine, Access Points, to use it as their No. 1 marketing vehicle, starting in 2021. Why they now send the magazine for free to anyone: members, non-members, member prospects. How they worked with an outside partner to redesign and reimagine the magazine. How having a marketing goal and non-member readers affects the content. The magazine is an investment, not a money maker directly, but the return on investment is an increase in membership and participating in ATLIS events. As a small staff, how Christina considers what projects to outsource. What a strong relationship with an outside partner looks like. Advice for associations who might want to consider this approach with their publication. Why long-form and deep dives in magazines are still important — not everything can be short blurbs and soundbites, especially for our specialized audiences. Why flipbooks aren’t the answer for digital magazines. Access Point’s four “buckets,” which establish the content, align with the association’s existing overall four areas of content. Resources: Check out Melanie’s other podcast for freelancers, consultants and solo business owners: (free on any podcast app). /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/27290670

#11: In Conversation with Jemilah Senter, about Opportunities and Risks of AI Tools Like ChatGPT 06/13/2023

#11: In Conversation with Jemilah Senter, about Opportunities and Risks of AI Tools Like ChatGPT Today’s guest is Jemilah Senter, of MCI USA. Throughout her career, Jemilah, who lives in Milwaukee, Wisconsin, has focused singularly on marketing and communications, including marketing strategy, brand developing, marketing technology assessment and implementation, and more. For the past two years, Jemilah was vice president of marketing and communications at MCI USA, where she oversaw the creative team for the associations division. Recently, she moved into a new role to lead marketing for MCI USA. Jemilah and I are both interested in generative artificial intelligence (AI) tools like ChatGPT. As members of SIIA’s AM&P Network for associations, we were both asked to co-host a generative AI workshop in May for AM&P Network members. Jemilah co-hosted an event in Chicago, while I co-hosted one in DC. In this episode, we talk about: Why associations should be paying attention to generative AI tools. These are “tools,” devices that can assist us. Associations should be talking about how they will use generative AI so the entire association is aligned in its approach. Generative AI use cases for associations include content ideation, headline writing, background research on a topic, analysis of survey results, ideas for non-dues revenue, creating audience personas. An AI tool is like a “booster chair” that can be used to give you that “lift” to get you started on a project or to inspire you on a topic. Prompt engineering — how you ask AI a question — is a skill to develop to improve your use of the tool and get better answers. Why ChatGPT and similar tools should not be used to write content, which should be authentic, unique and reflective of your brand. The biggest risk with these tools revolves around quality control — ChatGPT doesn’t fact-check itself. Watch out for incorrect or inconsistent responses, as well as plagiarism. It will also provide made-up citations — asking it for sources is not enough; you need to fact-check those sources. Another risk is around intellectual property and copyright. ChatGPT is pulling information from existing online content, so does someone already own that content? And even if not, it’s still not unique content. Consider creating an association cross-functional team to start exploring use cases for generative AI tools. Resources: Jemilah’s email address: Check out Melanie’s other podcast for freelancers, consultants and solo business owners: (free on any podcast app). /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/27131148

#10: In Conversation with Nabil El-Ghoroury, PhD, CAE, about Stress, Burnout and Other Mental Health Issues 06/06/2023

#10: In Conversation with Nabil El-Ghoroury, PhD, CAE, about Stress, Burnout and Other Mental Health Issues Nabil El-Ghoroury, PhD, CAE, is a psychologist and principal at Executive Therapy & Consulting. He has 13 years experience as a nonprofit executive, including four years as CEO of a $6 million association. Nabil is a licensed psychologist who can see patients in over 30 states via telehealth and is available for individual counseling. As a global speaker, Nabil speaks to businesses and associations on mental health topics such as stress and wellness, burnout, impostor experience, and creating a culture of employee well-being. In this episode, we talk about: How the pandemic lockdown led to social isolation and an increase in loneliness. How remote and hybrid work is affecting association staff — and why choice is so important for employees. Managers are not trained in how to supervise remote workers. Telling the difference between stress and burnout. Telling the difference between stress and burnout versus more serious anxiety and/or depression. Associations that provide mental health resources and benefits improve employee recruitment and retention. It’s not just from the COVID-19 pandemic — there’s an intersectionality of mental health issues in the U.S. related to social justice issues, microaggressions, the political climate and more. The importance of finding ways for social connection, for both extroverts and introverts. The importance of supervisors scheduling regular meetings with their staff and teams — and learning how to be better listeners. How to incorporate mindfulness, deep breathing, and laughter into your daily lives to help combat stress. Resources: Nabil’s website: Email Nabil at Surgeon General Dr. Vivek Murthy released a in May 2023 on the public health crisis of loneliness, isolation, and lack of connection. Check out Melanie’s other podcast for freelancers, consultants and solo business owners: (free on any podcast app). /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/27052083

#9: In Conversation with Joy Burwell, on How a Small Staff Successfully Rebranded and Refocused 08/09/2022

#8: In Conversation with Carrie Hartin, on developing industry partnerships and mapping out content engagement experiences 08/02/2022

#7: In Conversation with Samantha Whitehorne, of ASAE, on Switching from a Print Magazine to Digital-First 07/26/2022

#7: In Conversation with Samantha Whitehorne, of ASAE, on Switching from a Print Magazine to Digital-First Today’s guest is Samantha Whitehorne, senior director, and editor-in-chief, of Associations Now at ASAE: The Center for Association Leadership. Sam leads content development and management of ASAE’s Associations Now media channel. Throughout her 17 years at ASAE, Sam has managed both print and digital channels and developed content that positions Associations Now as the definitive source of news and thought leadership for association professionals. Since Associations Now initially launched in 2005, it has won more than 60 awards from FOLIO, Association Media & Publishing, Association Trends, and others. Prior to joining ASAE, Samantha worked at Prevention magazine. She earned an M.A. from Syracuse University’s Newhouse School of Public Communications and a B.A. from American University. Topics covered: Sam’s evolving role at ASAE over 17 years. The evolution of Associations Now, which was a print magazine. Now, it’s a digital-first media channel. How they use an artificial intelligence-driven platform for member e-newsletters. How Associations Now staff and their outside partner develop content each day. Around 2020–but pre-pandemic—digital revenue overtook print revenue for the first time. How they saw that both advertisers and members were becoming more interested in the digital content. Associations Now has never said they’re getting rid of print entirely; they create special publications in print. When they eliminated the print magazine, ASAE wanted to give members something new. So, they relaunched AssociationsNow.com and redesigned their e-newsletters at the same time. Associations Now created new Deep Dive feature packages online on specific topics. Examples of digital and sponsored content products that Associations Now now sells. Advice for when you reduce or eliminate print publications. Being transparent and acknowledging the grief some staff may have over eliminating print. The exciting opportunities of multimedia and video in association content. Resources: Email your Association Station topic and guest recommendations to . Diversity is a plus! /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/23827382

#6: In Conversation with Bill Bell, on How Your Sales and Content Teams Can Build a Strong Partnership 07/19/2022

#5: In Conversation with KiKi L’Italien, on Sharpening Your Digital Strategy and Building Member Trust 07/12/2022

#5: In Conversation with KiKi L’Italien, on Sharpening Your Digital Strategy and Building Member Trust Today’s guest is KiKi L’Italien, the owner of the consulting firm Amplified Growth; she trains association staff and speaks on a number of topics, particularly trust, community and membership. She helps organizations develop stronger ties between their mission and their members, honing her approach to communications and strategy for many organizations—nonprofits and corporate alike—including Optica, American Red Cross national headquarters, QVC and the American Institute of Architects. KiKi is also a senior consultant with Tecker International and speaks regularly about management strategy, including digital strategy, and cultivating communities of trust. She is also the creator and host of Association Chat, an online community, blog and podcast. Kiki was featured in 2021 by Cvent as one of the and in August 2021 as by BizTech magazine. KiKi has served on the membership and component relations section councils for ASAE and was recognized in 2019 at IMEX as a Hall of Fame recipient for Organizational Leadership by the Association for Women in Events. Other awards include BizBash Top 1000 People in the U.S. Event Industry (2019) and SURGE Innovation Pioneer (2018). She is the current president of the Woman’s Club of Wenonah, New Jersey. Topics covered: How she got started in associations. How the #AssnChat tweet chat and hashtag was created and how it has grown into a larger community. What associations need to be focusing on with their digital strategy. Hint: Figure out how important your legacy programs are and whether you should keep them around. Should you keep those programs you created during the early days of the COVID-19 pandemic? Why cross-training staff and keeping up with staff training is critical right now, especially during the Great Resignation. Why you need to capture and write down the processes for various roles. The importance of trust in associations—with members, with staff leaders and co-workers, with your content. Distrust has become exacerbated in times of uncertainty, such as the #MeToo movement, Black Lives Matter and the COVID-19 pandemic. How to endeavor trust in member relations and content. How much trust do you have in yourself? Do you keep your promises to yourself? How the pandemic increased local and regional member participation. Resources: /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/23711981

#4: In Conversation with Sarah Black, Connector of Content with Membership Strategy 07/05/2022

#4: In Conversation with Sarah Black, Connector of Content with Membership Strategy Today’s guest is Sarah Black, a longtime association content creator and strategist who lives in New Jersey. Over the past 15 years, Sarah has honed a career focused on strategic content and publishing innovation. In January 2022, she became the vice president of content and communications for the American Society of Plant Biologists, where she focuses on community engagement, publishing operations, and data and metrics analysis in content development. Before that, she worked at an association management company, as director of content and creative. There, over about nine years, she worked with more than 20 associations to innovate their content game, strengthen their publications and drive strategic messaging. I spoke with Sarah about how she thinks about the connection of content and membership and, more specifically, how an association’s content plays an integral part in their membership strategy and goals. Topics covered: Switching careers from content creation to publishing operations and strategy. Associations that have an entrepreneurial mindset and what that means. How content serves as both a member recruitment tool and member retention tool. Giving away a lot of content means you’re focused on member recruitment and engagement, but it can challenging for retention. Locking down content—behind a paywall, for example—is more focused on member retention, but it makes it harder for potential members to get to know you, to want to join your association. Providing content to potential members through a “free membership” tier. Figuring out how to operationalize a successful new program among all the demands on staff time—and investing in those resources. Creating a committee of members that brainstorms an annual editorial/content calendar—and then brings in the content as a way of building their network. Resources: Sarah’s email address: /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/23610446

#3: In Conversation with Randy Townsend, Scholarly Publishing Director and DEI Advocate 06/28/2022

#3: In Conversation with Randy Townsend, Scholarly Publishing Director and DEI Advocate Randy Townsend, MPS, who lives in the DC area, has been director of publishing operations at the Public Library of Science (PLOS) since November 2021. Before that, he spent 16 years at the American Geophysical Union. Randy was also recently elected president-elect of the Society for Scholarly Publishing. At PLOS, Randy translates organizational vision and mission into clear priorities and practical goals to ensure alignment and collaboration. He has been a leader in policy implementation and journal strategy. In June 2022, Randy finished his term on the AM&P Network’s Associations Council Advisory Board. He was also on the Executive Advisory Board of AM&P Network and chaired the organization’s diversity and inclusion initiatives. Randy is also the inaugural editor-in-chief of the GW Journal of Ethics in Publishing and is an associate professor of the MPS in Publishing program in the College of Professional Studies at George Washington University in DC. Topics covered: What is scholarly publishing? Why Randy took the position at PLOS after 16 years at AGU. How Randy approaches scholarly publishing and aims to create a “happy path,” or a smooth journal and peer-review process. What his recent election as president-elect of the Society for Scholarly Publishing will entail. Why Randy wanted to help college students launch George Washington University’s Journal of Ethics in Publishing (he’s the journal’s first editor-in-chief). Tips on launching a journal, including pulling together a strong editorial board. Why diversity, equity and inclusion (DEI) work is important to Randy. How he started to get involved in DEI in the workplace when he and others encouraged discussions around harassment, bullying and discrimination. The positive DEI efforts associations are undertaking. The need to protect people who speak out on DEI issues. Resources: /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/23550995

#2: In Conversation with Randy Ford, Storyteller and Communication Coach 06/17/2022

#1: In Conversation with Stacy Brooks Whatley, MarCom Director and Work-Life Boundary Setter 06/17/2022

#1: In Conversation with Stacy Brooks Whatley, MarCom Director and Work-Life Boundary Setter Stacy Brooks Whatley is director of marketing and communications at the American Physiological Society (APS). As a director since 2019, she oversees media relations, social media, website content strategy, the award-winning I Spy Physiology blog, and overall communications outreach for APS. She is also editor-in-chief of the award-winning The Physiologist Magazine, APS’ member-focused publication that relaunched in 2019. Stacy devotes much of her time at work helping APS members—primarily biomedical researchers with PhDs—learn how to better communicate their research to the media, the general public and other researchers. This podcast host, Melanie Padgett Powers, works with Stacy as managing editor of The Physiologist Magazine. The two have known each other since 2005 when they became communications co-workers—and fast friends—at the American College of Obstetricians and Gynecologists (ACOG). Stacy is also the new president of AM&P Network’s Associations Council (formerly Association Media and Publishing or AM&P), as of June 21, 2022. Topics covered: Engaging and featuring more than just the super volunteers in your content. Using a “Let us get to know you” form. Using member photos rather than stock photos. Sending birthday emails to members. Deciding what to cover and through which vehicle—while not getting distracted by the shiny object. Creating a web presence or content hub for a print-first magazine. The life-changing flexibility of working from home since the pandemic started. Creating “collective” work-life boundaries as a staff. Analyzing what would make your work life better. Lessons from Tonya Mosely: “rest as a radical concept for women of color.” Lessons from trauma therapist Resmaa Menakem. Becoming AM&P Network’s Associations Council new president in June 2022. The community, education and support Stacy has received from AM&P Network over the years. Associations Council’s vibrant freelance community, including the sole proprietor membership category and Freelance Connections Committee. Resources: AM&P Network’s , June 22–23, 2022 Stacy’s email address: /episode/index/show/0370d012-f018-42e0-b46d-8d9b41b6b2a7/id/23450576

Trailer 06/07/2022

Association Station

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