Strategic Communication: The Underrated Hero for Trade Associations and Professional Societies

In a world where industries and professions are rapidly evolving, one key player often goes unnoticed despite its critical role in driving success: strategic communication. Trade associations and professional societies depend on clear, impactful communication to engage their members, influence policy, and stay relevant in a competitive landscape. Yet, this essential function is often seen as just a support role, rather than the hero that builds trust, shapes industry standards, and amplifies an organization's voice. It’s time to recognize that strategic communication is not merely a background task, but the unsung hero keeping associations connected and influential.

Strategic communication is not just a support function; it is a critical driver of engagement, influence, and relevance in today’s competitive business landscape. As challenges mount, the ability to communicate effectively is more essential than ever.

SMG Consulting sat down with Amie Goscinski, Director of Marketing & Communications at Stringfellow Management Group, to discuss the strategic importance of communication in moving an association’s mission forward. 

"Strategic communication is the unsung hero of not-for-profit organizations— it’s not just about sharing information. It’s about organically building community, showcasing value, and empowering the association’s collective voice to elevate its mission."

Amie Goscinski, Director of Marketing Communications
Stringfellow Management Group

SMG Consulting: Amie, how important is strategic communication for trade associations and professional societies in today’s fast-changing industries?

Amie: Strategic communication is more critical than ever. It’s not just about keeping members informed—it’s about building trust, demonstrating value, and helping shape the future of our industry. The communication plan & selected channels work together to amplify the association’s goals and messaging. Communication drives engagement and influence, keeping associations relevant in a competitive and shifting landscape.

SMG Consulting: What are some of the key challenges associations face today?

Amie: Associations face increasing competition from alternative networking and educational platforms, along with evolving member expectations. Members now demand personalized benefits and continuous professional development. On top of that, we’re constantly navigating changes in industry regulations. To stay valuable, associations must clearly demonstrate their relevance, and that’s where strategic communication plays a critical role.

SMG Consulting: How does strategic communication help address these challenges?

Amie: Communication is our lifeline. By clearly expressing the association’s value to members, policymakers, and industry stakeholders, we help strengthen member loyalty and expand the group’s influence. Whether it’s professional development, key industry events, or thought leadership, communication keeps the association connected to members and helps navigate industry changes.

SMG Consulting: What are the core elements of an effective communication strategy for associations?

Amie: In most cases, there are four key elements. First, member engagement. We need to tailor messages to different member segments and ensure we address their specific needs. It’s imperative to deliver the message in the means it will be best received by those different audiences. Second, event promotion and participation. Strategic communication plays a crucial role in driving attendance and engagement for events like conferences and workshops, ensuring members see the value in attending. Third, thought leadership. By positioning ourselves as industry experts through articles and research, we set industry standards and drive important conversations. Lastly, crisis communications. Having a clear and timely crisis communication plan is essential for preserving trust and credibility during challenging times.

Beyond the key elements of the message the plan must also include details surrounding the voice, the style and the delivery vehicles of the message.  We must determine how to best optimize different channels to distribute the communication.

SMG Consulting: How can associations leverage digital tools for communication?

Amie: Digital platforms have transformed how we reach our audiences. A multi-channel approach is key—using websites, social media, and email campaigns ensures our messages are seen by the right people. Data-driven messaging is also important. By using member feedback and analytics, we can create personalized communications that resonate with specific segments. Lastly, storytelling is a powerful way to connect with our audience. Highlighting member success stories and advocacy efforts humanizes the organization and builds stronger emotional connections.

Digital allows communication to take many forms from publication to podcast and art tile to video. Communication is dynamic and fluid with the use of digital platforms.

SMG Consulting: Can you share some examples where strategic communications made a difference for associations?

Amie: Sure. One professional society we worked with saw a significant boost in member engagement after overhauling its digital communications strategy, including more personalized email campaigns and a stronger social media presence. Another association successfully increased event participation by launching a targeted communication strategy for their annual conference, highlighting key speakers and networking opportunities that resonated with different member segments. Interaction and engagement amplify success. Giving speakers an opportunity to cross-promote their connection with an event extends awareness to a new qualified audience.  Digital marketing can really elevate an association’s brand to new markets.

SMG Consulting: How can associations build a communications strategy that’s future-proof?

Amie: Flexibility is key. Industries evolve quickly, so our communication strategies must be agile. Regularly reviewing and refining messaging ensures we stay relevant. A member-centric approach is also crucial—focusing on delivering value at every touchpoint keeps members engaged. Finally, collaboration across channels is important. Communications, policy, membership, and marketing teams need to work together to deliver a consistent message and provide a seamless member experience.

SMG Consulting: So strategic communication is more than just a support function—it’s central to an association’s success?

Amie: Absolutely. Strategic communication IS the underrated hero. It drives member engagement, shapes industry influence, and builds trust. In today’s fast-paced environment, investing in a strong communication strategy is essential for long-term success. If associations want to remain relevant and lead their industries, embracing strategic communication is crucial.

SMG Consulting: Thank you, Amie, for sharing your insights!

Amie: My pleasure! Communication is at the heart of what we do, and I’m glad to have the chance to discuss it.

SMG Consulting can collaborate with your association to develop comprehensive strategic communications plans that include branding, digital marketing, and tailored member engagement strategies. Please contact us, today!