The Road to 2030: A Vision for the Future of the Professional Speaking Association, UK & I

21st April 2023 | By Joanne Lockwood

At the Professional Speaking Association, UK & I, we’ve always been proud of the supportive community we’ve built for professional speakers across the UK and Ireland. As we embark on a new chapter, it’s essential to reflect on our achievements and set our sights on an even brighter future. That’s why we’re thrilled to introduce our new Strategic Plan for 2022-2030, developed with the valuable input of our members, including the results of our recent membership survey.

Your feedback has been invaluable in shaping our Strategic Plan, addressing the key issues you’ve raised, and setting out a shared vision for success.

The Strategic Plan is divided into three sections, focusing on short-term (1-2 years), medium-term (2-5 years), and long-term (5-10 years) objectives and actions. By breaking down our goals into manageable stages, we can better ensure progress and stay adaptable to the ever-changing landscape of professional speaking.

In the short term, our plan is focused on improving the member experience and building a strong foundation for the future. Key actions include developing a marketing strategy to attract new members, creating a speaker directory, and enhancing our online presence. We also aim to establish a base level of membership, assess fee structures, and improve member retention.

As we move into the medium term, our focus will shift towards expanding our reach and impact within the industry. This includes courting large corporations and companies, supporting members in winning speaking engagements, and developing a Continuing Professional Development (CPD) learning programme. We’ll also concentrate on improving the running of the association and reviewing our brand to ensure we’re targeting the right market.

For the long term, our vision is to become the go-to association for large organisations and event organisers seeking top-class speakers. We’ll continue building the external reputation of the PSA, developing a youth and student section, and aiming to run the association with fewer volunteers and more permanent staff.

To support these objectives, we’ve identified key implementation areas of focus:

  • Membership Development
  • Marketing and Communications
  • PSA Foundation
  • Learning and Development
  • Benefits of Membership and Value Proposition
  • Structure and Regions
  • Events – both regional and national
  • External Stakeholders
  • Financial and Budgeting
  • Diversity, Equity, and Inclusion (DEI) Considerations

Throughout the strategic planning process, we’ve been attentive to the need for risk management and tracking our progress. We’ll be using tools like Trello to monitor projects, and we’ve established Key Performance Indicators (KPIs) to measure our success across various areas. These KPIs will help us spot trends, identify areas for improvement, and ensure we stay on track towards our objectives.

Some exciting initiatives in the pipeline include the establishment of a virtual region, enabling members who may not be able to attend physical events to connect and engage with the association. We’re also developing mentorship programmes and learning and development pathways to support members in their journey from Associate to Professional Member and beyond.

Our new Strategic Plan is a testament to the power of collaboration and the value of listening to our members. We’re confident that working together can create an even stronger and more vibrant community for professional speakers in the UK and Ireland.

We invite you to review the full Strategic Plan and encourage you to get involved in shaping the future of the Professional Speaking Association, UK & I. Your input is invaluable, and we look forward to continuing our journey together.

As we embark on this exciting new chapter, we are grateful for your continued input and support.

Joanne Lockwood
Chair of the Board, 2022-2025
Professional Speaking Association, UK & I

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