The protection and management of an association’s reputation isn’t something board members often consider. But, it’s actually a valuable resource that should be preserved and enhanced. A strong reputation can make it easier to raise assessments, recruit volunteers and increase property values – all things most associations desire. As stewards of association assets, board members should take these 10 steps into account to preserve the associations’ reputation:
- Define and know the fundamental characteristics of the community.
- Identify the stakeholders in association operations.
- Determine how these stakeholders see the association. Is it consistent with your fundamental characteristics?
- Use stakeholder feedback to analyze strengths and weakness of your reputation. Focus on one strength and one weakness.
- Identify “moments of truth” where stakeholders form opinions.
- Communicate more effectively.
- Collect stories or facts that make your message concrete and bring your characteristics to life.
- Use multiple methods of communication.
- Map out timing, resources and responsibilities.
- Evaluate your reputation regularly.