Introduction and Purpose
This handbook is intended for use by members of the ASCLS Leadership Community, such as: ASCLS constituent society leaders; ASCLS committee, task force, and forum leaders; and other leaders in ASCLS.
What is Communication?
Effective communication is delivering the right message, using the right medium, to the right audience, at the right time in order to accomplish a goal.
Communications tend to fall into three categories:
- Inform – e.g., promoting member services, events, announcements, advocacy, etc.
- Educate – e.g., educating members on best-practices, future forward trends, case studies, etc.
- Inspire – e.g., peer-to-peer knowledge, professional impact, Society accomplishments, awards, etc.
What is Marketing?
Marketing is the activities, strategies, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers (members), clients, partners, and society at large. (American Marketing Association)