We are, thank goodness, in much calmer waters than we were the past two years with respect to industry affairs. Gone are the autumnal crises when the USIA board had to cope with a high-profile but teetering national marketing program. It was overwhelming. By contrast, this year’s October board meeting in Orlando was positively relaxed, from all reports. And seemingly productive.
We think there is some very good news here — that USIA is starting to find its way again. We think it is turning away (for good, we hope!) from being a bloodless, rootless power structure, and instead is determined to be a warm-blooded membership organization, rooted in its membership and responsive to the needs of that membership.
Phone calls to the McLean, Virginia, headquarters reach people who seem to care, are interested and responsive. Written communications, especially the newsletter, are vastly improved. There seems to be a wholesome interest in listening. “Members are asked to offer committee members their own views regarding USIA’s marketing goals,” says the press release covering the recent board meeting. Not earth-shattering stuff, but noteworthy in its welcome shift in attitude.
We are encouraged also that there is some healthy debate in leadership circles as to what roles the association should play and how USIA should best operate. Great!
Industry consensus clearly affirms the need for a unified industry organization, so there needs to be no more talk about unmerging. Having said that, we can also agree with those who feel there must be a more efficient way of having USIA operate — one that recognizes the distinct differences in service needs between the area side of the membership and the supplier/manufacturer side. No need to be defensive or embarrassed about tackling this challenge.
Furthermore, a consensus remains to be identified as to the real mission of USIA and how it should serve its members. When merger was first proposed and effected, a national marketing effort was assumed as the driving priority. But there were gross miscalculations in that assumption. Yes, the membership wanted some marketing leadership, but No, not at the expense of basic membership services.
The consensus that USIA needs is not going to be easily reached, if only because the priorities of the area members, in many cases, are not those of the supplier/manufacturer members. Every reading of the area members shows they want USIA to be strong in research services and in education/training functions, with action on government affairs and environmental fronts not far behind. They also want marketing leadership, but probably not in the form of massive and costly national programs. Then, too, they want a continuation of the association’s convention and trade show activities. All of this adds up to a full and pricey package, but one that is typical of the expectations of most membership trade associations.
On the supplier/manufacturer side, however, the needs are quite different. Apart from some important customs and tariff work in Washington, the suppliers ask mainly that their association plan, promote and stage an enormously successful trade show. It is small wonder, then, that they wonder about the cost of the many membership services demanded by the area side — costs they are asked to share in equally, but which, they feel, benefit them unequally.
So, yes, the industry consensus on USIA priorities will not be reached easily. To achieve it, USIA leadership will have to be open-minded, imaginative and flexible. In being this, we hope USIA will recognize the good things already happening in the industry and encourage them — the exciting regional marketing programs, for instance, and a broad range of education programs and workshops that contribute to industry effectiveness. USIA should not feel threatened by this but should find ways to support and build on it. There need not be — there *must* not be — wars over turf.
Exactly a year ago we wrote as follows: “Perhaps we will have a purposeful USIA, lean and focused, realistic in its goals … staffed by people who know who we are and who can answer our questions … We look forward to applauding USIA’s performance and service to members. We’d again like to enjoy that feeling of *belonging*, of USIA being *our* association…..”
We can honestly say our hopes are being met and that USIA is starting to realize its potential. The most important thing now is for all of us as members, regular and associate, to do our part to help make USIA work. As a membership organization it will only be as good as we collectively make it.
*— A SAM editorial*
