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Unit 3: Information Products

establishes that in-house communication can go a long way in ensuring that company’s mission, Notes
values, strategy, and unique value proposition are clearly understood by the stakeholders. It also
creates effective and efficient channels for open dialogue with employees, which in turn impacts
employee commitment and satisfaction.
A lot of attention and resources are therefore being given to understanding, choosing, and leveraging
these tools. Two important facets need to be kept in mind during formulation of in-house
communication tools: one size does not work for all, so users need the entire range of available tools
per their needs; and, users need to be made comfortable in the use of the tool of their choice.

3.12.1 Current Roster to Build Membership, Loyalty
You have your tried and true ways of communicating to your members, disseminating the
information you want them to receive. But, are you truly achieving your goals?
Case in point, a fellow professional was shocked to learn two organizations he’d previously been
affiliated with had important events recently he’d not been aware of.
Had he received word through any number of avenues (Facebook, Twitter, email, evite, a print
announcement) someone would certainly have attended. Unknown to the organizations, he’d been
contemplating joining again. Now he just feels left out having been so involved with the organizations
in the past.
So, while there are certain communications that should be only for current members, there are an
infinite number of opportunities to reach out to previous and potential members. Specifically for
groups that enlist members, reaching beyond the current roster are an essential move.

3.13 Bad Image Challenges

In business, your image is everything. Essentially, image is the word people use when describing
their perception of what you offer and how you offer it (your brand).
So when your image is tarnished, it’s up to you to make it glow again. Sometimes the damage is so
great it requires rebranding.
The private security firm Blackwater is an interesting case. Hired to protect diplomats in Iraq,
Blackwater guards conducted a mission there that left numerous innocent Iraqi civilians dead and
blackened their image forever.
In response, the company will no longer offer classified security services, electing instead to focus
and expand on other service lines, and has changed its name and logo. Whether these changes will
be followed up with definitive actions by the company to truly change the organization’s image is
yet to be seen. Some in Congress believe the company will never overcome its badly damaged
image.
Another interesting case is Puget Sound Adventure Boot Camp (ABC), owned and operated by
Clem Lafrades and Alfred Ra’oof, Jr.
Initially, the vigorous, women-only, outdoor camps were overseen by certified fitness trainers.
Women from Kent, Federal Way and Renton were eager to work out in all temperatures at all
hours, propelling the camps toward success the first several years of operation.
However, when one of the trainers left ABC to start a similar camp in the same location and allegedly
made negative posts on a web site about ABC and its owners, they had to do damage control.

With their reputation in tatters, but with the knowledge that none of the posts about them were
true, they were determined to find a way to overcome the negativity of the situation.

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