Welcome back to another episode of The A100 podcast! Today we’re thrilled to have Ben H. Rome, Director of Communications for the American Bus Association (ABA), joining us. With nearly 30 years in storytelling and strategic communications, Ben shares his insights on the evolving role of storytelling in the association world and how ABA is tackling sustainability.

Key Highlights:

The Power of Storytelling:

• Ben discusses how storytelling in associations has evolved from simple slogans and stats to creating resonant narratives that engage members on a personal level.

• He emphasizes the importance of making stories compelling and memorable, ensuring they resonate long past the initial campaign.

Authenticity in Communication:

• Authenticity is crucial in storytelling. Ben highlights the risks of inauthentic messaging and the power of genuine engagement to build trust and loyalty among members.

Sustainability Initiatives:

• ABA's research shows that motor coaches are the most eco-friendly form of group transportation. Ben explains how they used compelling infographics and social media to highlight this on Earth Day, resulting in high engagement and positive media coverage.

• He also touches on the challenges and advocacy efforts related to the rapid push for electric vehicles and the need for proper infrastructure to support this transition.

Choosing the Right Channels:

• Ben shares his approach to identifying the best communication channels for different segments of ABA’s audience, emphasizing the importance of tailored messaging and engagement.

AI and Technology in Communications:

• The role of AI in enhancing efficiency in content creation, analytics and member engagement is explored. Ben offers a balanced view on using AI responsibly to support, not replace, human creativity and judgment.

Join us as Ben H. Rome delves into these critical areas, offering practical tips and deep insights for association professionals looking to enhance their communication strategies.

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Tune in for more episodes packed with insights to help your association thrive!