A day-long Conference on Industry Communications held at EIBTM in Barcelona found that meeting planners are seeking relevance, consistency and the ability to speak with a single voice.
A cross-section of industry leaders and communications/advocacy experts gathered at the conference to explore new strategies for advancing industry profile with key audiences, including governments as well as business, academic and professional communities that benefit from the meetings, conventions and exhibitions that are the industry product.
“This conference—the second in a series of industry-wide gatherings organized by the Joint Meetings Industry Council to address key industry challenges—demonstrated a remarkable degree of consistency amongst industry leaders as to what our critical issues and messages need to be in order to gain traction with audiences that are and will continue to impact our collective future,” JMIC President Philippe Fournier said in a statement. “At the same time, it secured the views of both outside observers and professionals in the areas of communications and advocacy to help us better understand what we need to do in order to advance our proposition more effectively. Together, these perspectives have given us a better idea than ever before of what we need to communicate, who we should be addressing and how we can best deliver the message.”
Speaking to International Meetings Review, Fournier said that the event was significant because it addressed what he calls “what is likely the most important issue we are facing today – the ability to communicate our value and relevance in a time when every investment of time and resources is being questioned by business and governments alike. We have seen the results of our failure to communicate that value effectively in the form of government policies and corporate attitudes around the world – and it is clear that our future prosperity will depend to a great extent on how we can do a better job going forward.”
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