Q: My organization operates in a field severely impacted by COVID-19. Our leadership and key stakeholders have been putting together valuable content for our members and we’re looking for the most effective ways to present the recordings. We’re unsure whether we need to get releases or to allow the speakers to use the recordings for their own businesses.

A: COVID-19 has certainly had an impact on all of our industries. Traditional thinking has shifted. We have to re-imagine and repurpose content. Associations are offering more virtual programming and making more of it available for members and nonmembers. The effect is two-fold; provide meaningful content for your constituents and display organizational value to nonmembers. Here are some ways to take full advantage of your recordings:

• Post recordings on your site, consider some behind a member wall. This will show value to your members and may entice nonmembers to join.
• Don’t want to restrict to members-only? Make the recordings free for members and charge nonmembers a fee to access.
• Determining the fee can be done a few ways. Did you have an outside speaker? Is the information niche, or general? Is it part of a larger series? The key question you want to identify is whether you are driving engagement or revenue with these recordings. What are your goals.
• Make sure your presenters know in advance that you are recording. If a speaker requests a copy for their own promotional purposes, it’s okay to ask where it will be posted and to make sure there’s a disclaimer - your organization is not endorsing their products or services.