EXECUTIVE DIRECTOR’S MESSAGE
Visibility is More
Than Meets the Eye
By Frank Peters, Executive Director, PDCA
The PDCA Board of Directors agreed last year that visibility
should be a priority for the organization. On the
surface, people might wonder why this would be so
important. Over the last year we have presented details about the
methods and means that have been employed to increase visibility
for the association and the industry. This could be considered the
“what” regarding our goals and efforts to increase visibility. In this
article, we want to talk a little more in depth about the “why” we
would take these significant steps to increase and maintain visibility
and “why” it’s important for the Pile Driving Contractors
Association to remain visible.
Visibility can be defined as the “quality or state of being visible;
the degree to which something has attracted general attention;
prominence.” Every business needs a certain amount of visibility
in order to succeed. The idea of being visible is that people would
have it on their mind, would have it in view and that they would
eventually act on what is being stated. Call it marketing, outreach
or communication, it’s all visibility.
At a very high level, the efforts by PDCA to increase visibility
have certain benefits. This effort enhances the goals of
the organization by making sure our stakeholders understand
the direction we are going. Being visible also provides support
because when people understand the reason for something, they
are much more likely to agree. It also strengthens the PDCA brand
which includes name recognition, image awareness and purpose.
Everything we can do to provide visibility will also encourage our
members to be informed, engaged and supportive of our efforts.
Visibility is not just limited to a two-dimensional sphere but
takes on additional character by giving the organization a voice. If
PDCA were to pull back and try to self-deal, we would, in the end,
be irrelevant. Being visible gives the organization an opportunity to
share its vision about the things that are important to its members
within the industry. In our case it is the driven pile. We believe,
according to our Vision Statement and Mission Statement, that
“we will promote the driven pile as the preferred deep foundation
solution, and effectively communicate the benefits of the driven
pile through education and continuous improvement of methods,
material and equipment to the industry.” This does not mean that
everyone will agree with our position. It does mean that this is a
conversation that must continue. We have to be consistent in our
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