WWPR Panel: How Associations Lead with Strategic Storytelling

In this special episode of the Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher shares a live panel discussion from Washington Women in Public Relations (WWPR) on how associations can use strategic storytelling to build trust, strengthen member engagement, and drive organizational results.Joining Colleen are:Courtney Rhodes, Head of News Media Relations, U.S. Travel AssociationJeanne Metzger, Vice President, Membership, Marketing & Analytics, Software & Information Industry Association (SIIA)Alexandra Bradley, Director of Communications & Marketing, American Association for Public Opinion Research (AAPOR)Together, they share practical strategies for helping associations move beyond promoting programs to becoming trusted, strategic voices during times of uncertainty, rapid technological change, and shifting member expectations.🎧 Whether you lead communications, marketing, membership, or strategy, this episode offers actionable ideas for building trust, creating stories that resonate, and positioning communications as a driver of organizational success.Key HighlightsCommunications as a Business Driver: Why communications deserves a seat at the leadership table—and how it supports membership, revenue, advocacy, and reputation.Leading Through Uncertainty: How associations can communicate with confidence, avoid reactive messaging, and build trust during challenging moments.Tell Better Stories, Not More Stories: Why audience segmentation, member insights, and authentic storytelling outperform constant promotion.Putting Members at the Center: Learn how member experiences, volunteer voices, and community stories create stronger engagement than organizational messaging alone.Using AI with Intention: Practical ways AI can improve efficiency while preserving the authenticity that only people can provide.Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: More conversations with association professionals sharing the trends, insights, and strategies helping associations navigate change, engage members, and lead with confidence. Stay tuned!