An internal communication medium magazine, newsletter, intranet, blog or letter must meet the demands of communication. And communication by definition knows not only one direction! So for example the medium must have adequate feedback channels. Feedback must be edited even if it should be taken seriously once uncomfortable and above all. Only then the cost of internal communication also leads to an increase in satisfaction. A matter of course? I’m afraid not! The debates about the most issues facing modern societies to deal have carried today in the public. To take part in this is the claim by members of their association. A communicative active Association is its members generally the legitimate impression give something for them to do ‘ and thus achieve a higher level of member satisfaction as a largely invisible and inaudible organization.
The Association’s best work can fail to attract new members, if this takes place in secret. That potential members first of all learn need the performance of a Federation, is just as banal as absolutely. And here we touch a central principle of Public Relations: A potential new Member, which is experiencing through third parties about the performance of the Association, will believe larger this message without doubt as a glossy brochure of the Association itself. Be satisfied members ambassadors of their association to the outside and important part of the communication. We finally come to influence public decision-making processes. Even if this aim the Association may have something in the background over the past decade in favor of immediate services for the members, so this task has for some Association but still important.
Why does greater weight than those of Berti Vogts during debates in the German football the voice of a Franz Beckenbauer on almost all levels? Sure, Beckenbauer has two title as world champion. But there are still other reasons. When it comes to influencing decision-making processes, then apply similar rules in the private, personal area in public space.