If ever you needed to use your right to free speech ...
SPJ’s executive committee and a select group of national leaders and headquarters staff are scheduled to convene in Denver Nov. 17-19 to begin crafting a strategic plan aimed at steering the Society deftly into what is an exciting – but uncertain – time for American journalism.
This grand plan will need to be revisited early and often. But while national leaders might make changes here and there, the plan will be built on some philosophical principles expected to guide SPJ for years to come. Some of those principles will take SPJ in new directions designed to help the Society better serve its members and trumpet its core missions.
Regardless of how the strategic plan shapes up, I want you to have a say in it. Contact me today. Contact your regional director. Contact Executive Director Terry Harper. Start adding your 2 cents here early and often. We need to keep this discussion rolling.
Please share how you would strengthen SPJ on many levels. How, for example, would you build and diversify membership? What goods and services would you develop to help members thrive in an industry roiled by technology and news consumers’ shifting habits? Would you restructure SPJ’s governance or its schedule of regional and national conferences? How would you help SPJ generate new revenue and strengthen the effectiveness of its advocacy? How would you like to see the Society polish its public image?
I have given all of this much thought in recent months. Some of my ideas are overarching and fairly general. Others are highly specific and squarely focused on what some might consider nitpicky details. But as we take ideas to the table for discussion, it’s important for us to have considered just about every aspect of the Society first.
Here, in no particular order, are some – only some – of the items I hope to see incorporated in our strategic plan:
Membership growth. We need active and thriving professional chapters in every state. To attain this, we may need to rethink how we build chapters. I am a big fan of statewide approaches that encourage journalists from various regions to pool resources, collaborate on projects and communicate more frequently. I’m also determined to explore ways to expand our membership by making SPJ’s annual dues more affordable for everyone. You’ll see more about my dues-payment proposals in the coming year.
A plan for improving and maintaining SPJ’s Indianapolis headquarters. This building is one of SPJ’s core assets, but it’s not at its highest and best use right now. I realize SPJ members nationwide aren’t necessarily interested in visiting the building, but I hope everyone will agree that improving the property would be good for SPJ’s bottom line. With a few relatively inexpensive changes, the Society could begin to generate new revenue from its offices. For example, the installation of tech workstations on the building’s sizeable second floor would allow SPJ to present various seminars – or charge outside groups wanting to use the space. A dynamic display of SPJ’s extensive archives might be of interest to local civic groups – maybe even to tourists eventually -- and would serve to promote the Society’s missions.
Greater accountability for SPJ’s leadership. Yes, this is a volunteer-driven organization, and it does indeed accomplish a tremendous amount of work in only one week. At the same time, there are folks who aren’t always good at letting their yes be yes and their no be no. They often agree to tackle important projects they never complete. Or they agree to serve on national committees in which they rarely, if ever, participate. Sadly -- and this is a hard truth for me to address so publicly -- we have let too many good ideas fall by the wayside and have missed too many great opportunities because SPJ’s national leaders often have found it much easier to work around inactive and ineffective volunteers than to ask them to step away from service. We must begin to do a better job of identifying active and effective leaders and of ensuring they -- and no one else -- fill our leadership ranks.
Improved communications. We have made tremendous strides in the last year and must pledge to become even better, particularly where promoting SPJ’s missions to the public is concerned.
Greater business savvy that helps SPJ generate new revenue. This is where the purists often wring their hands for good reason. I am, however, convinced that SPJ can raise money from non-media sources with tremendous integrity – and that it must start to move aggressively to do so. I am delighted that the Society recently hired a sales representative to sell ads in our print and electronic publications and on our Web site. SPJ also needs to seek sponsorships. It needs to develop seminars that can be presented to various groups (think trade associations and chambers of commerce, for example) for appropriate fees. It should generate goods for sale, such as textbooks. It is very important for all members to realize that SPJ is not a newsroom; it is a nonprofit journalism-advocacy organization with distinct financial interests.
More helpful and valuable professional instruction. Members across the country have made it very clear that they want more hands-on training, particularly training focused on FOI and the use of technology to gather and present the news. What, specifically, do you think such training should look like? What topics should it include?
As we proceed with this strategic plan, I'll provide updates here regularly. But again, we want -- no, need -- to hear from you. Take a few minutes to tell us what's on your mind.