42 Chapter Communications Communication is a vital management component to any organization. Whether the purpose is to update Chapter Members on newly available resources, to prepare for an upcoming event, or to survey the interests of Chapter Members, effective communication is an integral issue in effective management. Therefore, Chapters with policies and strategies for communicating with their members and stakeholders as well as with the community at large, are better prepared for success. The following communication topics are discussed in this section: • The impact of communication on the Chapter and its members. • Building an effective communication strategy. • The constituencies affected by Chapter communications. • Measuring results. • Selecting the appropriate audience for each type of message. • The types of communication methods used in Chapters. Specifics to marketing activities and brand development and management are covered in the next section. The Impact of Communication Effective communication may contribute to Chapter success in many ways. It can maintain engagement with Chapter Members, families, partners, and allies. It builds satisfaction and loyalty with the Chapter and encourages participation in programming and events. It educates the spectrum of those with whom the Chapter engages on the assets and capabilities present within student veterans. Communication offers the opportunity to check assumptions and lessens the chances for misunderstandings, reducing issues for the Chapter. Communication makes for greater efficiencies and improves the effectiveness of your programming. There are many other benefits, but the bottom line is that effective communication is a key component to success. Ineffective communication may increase the chances for misunderstandings and damage relationships. It may stem from a poorly aligned strategy, a failure to execute the strategy, use of the wrong communication method, bad timing, or even nuances such as word choice or tone of voice. Two-Way Communication Chapter Leaders may initially think of communication mainly in the context of delivering messages to Chapter Members regarding resources or events, to university administrators regarding issues facing student veterans, or to donors regarding opportunities to support the Chapter. However, two-way communication plays an essential role in a comprehensive communication strategy. When constituencies provide feedback Chapter Leaders truly hear, Chapters are better aligned with members, families, partners, and allies for success. Chapter Leaders can learn through listening about potential issues or concerns before they become realized. Being able to provide feedback also encourages member participation throughout the Chapter. Building a Communication Strategy To develop a communication strategy, Chapter Officers should begin by linking communication to the strategic plan, including the organization's mission and value; its strategic goals and objectives; and its brand, discussed below. Effective communication strategies are incredibly important in that they establish credibility, legitimacy, loyalty, and trust.
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