This week, an Ohio funeral director made the news for all the wrong reasons. He plans to obtain a liquor license so that he may serve mourners in the funeral home. He said he wants to be able to “provide guests with a livelier vibe if that’s the way they want to celebrate their loved ones.” In fact, he told one media outlet: “My role in this position is to kind of be a party planner for dead people, you know, be more of a celebration of life [rather] than more of the multi-day traditional services, which costs a lot of money.”
After viewing the cringe inducing media coverage, we just knew the story would be part of Friday’s NYSFDA’s Weekly eClips.
In the world of professional associations, communication plays a crucial role in fostering engagement and providing valuable information to members. However, it is not uncommon for state associations to occasionally miss the mark, sending content that feels irrelevant or off-putting. A recent incident involving the distribution of a questionable news story highlights this issue and raises an important question: how should our state association handle the collection and dissemination of news content that resonates with its members?
Unpacking the Irrelevant Content
This week, members were met with an unsettling article about a funeral director who intends to sell alcoholic beverages to mourners during services. At first glance, this may appear as an outrageous gimmick, but the implications run much deeper. The decision to share this story brings forth several important considerations:
1. Relevance to the Profession: For members of the state association, receiving relevant industry-related information is essential. The horrors of blending alcohol consumption with funeral services extend beyond personal beliefs; they touch on the professional standards and ethics that govern the funeral industry. Such stories do not only present a poor image to the public but can also lead to wider scrutiny of funeral regulations.
2. Emotional Impact: Funerals are inherently emotional events. Mixing heightened emotions with the influence of alcohol can lead to unpredictable outcomes. Sharing such a story may give the impression that the association lacks understanding or sensitivity toward the gravity of loss experienced by families. It risks trivializing a crucial life event that demands respect and dignity.
3. Setting Precedents: As a professional organization, the association is expected to set a bar for best practices. By endorsing or sharing stories that misuse the sanctity of mourning, the association risks sending the wrong message to its members and the public.
The Power of Thoughtful Content Curation
To address the issue of irrelevance in an industry’s news clips, it is vital for associations to implement thoughtful content curation strategies. Here are a few recommendations to enhance the relevance and quality of the news shared:
1. Establish Clear Criteria for Content: Develop guidelines that outline what constitutes relevant news for members. This can include updates related to standards in the industry, innovation in practices, or educational opportunities.
2. Prioritize Member Interests: Regularly solicit input from members about the type of content they find valuable. Surveys and feedback forms can be effective tools for gathering insights about their preferences and priorities.
3. Seek Balanced Reporting: When it comes to potentially controversial or sensational stories, it is important to maintain balance. Instead of sensationalizing a situation, provide context, analysis, and broader implications for the profession.
4. Foster Positive Engagement: Focus on stories that celebrate success within the profession or highlight good examples of practice and community involvement. Sharing positive narratives fosters goodwill and encourages members to engage with the association.
5. Implement a Review Process: Before dissemination, proposed news content should be reviewed by a team familiar with industry standards and member concerns. This can help filter out stories that may not align with the association’s mission and values.
Handling Member Concerns
In instances when members voice concerns about content, how the association responds is vital. Here are steps the association can take:
1. Acknowledge Feedback: When members raise issues regarding content, it is essential for the association to acknowledge their feedback and demonstrate an understanding of their concerns.
2. Communicate Changes: If changes are made to the content strategy based on member feedback, the association should communicate these alterations to rebuild trust and reaffirm their commitment to member interests.
3. Provide Education: Additionally, the association can use this opportunity to educate members about the reasoning behind certain content choices, ensuring transparency and fostering a dialogue.
While communication is a key function for any professional association, the need for relevance and sensitivity in content cannot be overstated. The case of the funeral director and the sale of alcohol at a sensitive occasion serves as a stark reminder of what can go wrong when associations miss the mark. By adopting intentional content curation practices and actively engaging with members’ interests, state associations can improve their communication and maintain the trust and respect of their constituents. Ultimately, the goal should be to provide content that elevates the profession and serves the best interests of all members, reinforcing the mission and values at the heart of the association.
The Morte Girls 