BUILDING UP FROM...

It is not easy to take over a position at an organisation facing numerous problems much owing to your predecessor’s performance. It is so bad sometimes that there are literally no handover notes or reports. Customers may have since migrated to competitors with sales almost hitting zero. Think far and wide about possible problems. However, go further and direct attention and energy on possible solutions.

The starting point...

The best starting point would be to appreciate the current state of affairs. It would not be helpful to blame anyone, including the predecessor. That would be a waste of time. An analysis of the current situation would be a good starting point. Clearly identify what is wrong and what is going on well. What assets do you have at hand? Clearly list down what could work to your benefit and advantage and capitalise on that. Then identify what opportunities are available to correct and improve.

That would be the starting point. To however proceed without creating a context would be immature. Therefore, let us create one of a professional institution because they are public bodies and they seem to face more membership problems.

Just a point to note...

Public bodies such as the Zambia Institute of Marketing (ZIM) and the Zambia Institute of Chartered Accountants (ZICA) are what they owing to the fact that their existence is by an Act of Parliament. They are legally institute. An organisation can also be said to be a public body if what it does is a function that would otherwise be a direct responsibility of the government without the blessing of an Act of Parliament. However, these have less bargaining power compared to the first described and therefore we will not focus on them.

Because of their legal status, public bodies have provisions for punishing offenders, individuals and organisations that may not adhere to specific requirements. It is important and right to adhere to the law and I personally encourage it, period. However, if you take notice of reminders for subscription/membership renewals by most public bodies you will notice that they do not emphasis on benefits but rather on punishment for not doing so. This is the point I would like you to note. Why do you think this is so? Do you think this is right?

Solutions...products...

Here are a few things that public bodies, especially professional institutions could do. We will focus on benefits available to all, irrespective of membership level. These are what can be said to be fundamental benefits. Some of the things are already being done and mention will be made where it is known to be so, as there are always lessons to learn.

1. Website. In this time and age, a website is very essential, especially for professional institutions such as ZIM and ZICA that are also examining bodies. There is no reason why there must not be a website. How best then does the organisation reach to all its members especially those geographically spread, amongst other things?
2. The website of a professional institution must meet the fundamental basics but it need not be basic. It must be very simple and very professional. It must contain relevant information and provide an opportunity for members to take part as such electronic media are more flexible compared to printed magazines. In a way the members must feel that it is indeed their website and not just that of the professional institution.

The existence of a website opens up one to other services that may be offered to and even by members.

ZICA does have a website.

Interactive CD’s. These are not common here in Zambia. However, they can add great value to ones membership. An interactive CD is just that, a CD that when installed in a computer presents an interface that the user can interact with, similar as they would with a website. One of the differences is that content can be accessed off-line; one need not have an internet connection.

Interactive CD’s can accompany the periodic magazines. They can contain information on other matters or organisations for the Continuous Professional Development (CPD) of the organisations members.

I have a number of interactive CD’s received from universities abroad and they are beautiful. They can be part of integrated marketing communication as they can also be linked to email and the internet.

Newsletters. One major drawback of newsletters is that they are dependant on an event. There cannot be a newsletter without an event. Thus if the organisation has not had any event in five (5) months, there will not be a newsletter for almost half a year. However, where an organisations year is eventful, newsletters are an excellent option.

Individuals can be recipients by opting in at the organisations website. There must be provisions for opting out.

Instead of newsletters, I have noticed that a number of institutions such as ZIM and the Zambia Institute of Banking and Financial Services have periodic magazines. This is commendable.

Informal discussions. Marketing chats are what the Zambia Institute of Marketing (ZIM) calls informal discussions. Generally, such convocations are good for mainly networking as they provide an opportunity

Employment prospects.

Which professional institution are you a member of here in Zambia? Are you getting expected benefits? Please share your opinion.