DMA Names Lindsay Hutter SVP of Communications
Lindsay Hutter, the Direct Marketing Association's new SVP of communications, says she'll take a "stoplight" approach to what to change about DMA's communications strategy.
She spoke with Target Marketing on Thursday afternoon before departing for the Saturday start of DMA2014 in San Diego. In the interview, Hutter explained how she will lead DMA's communications and public relations strategy efforts from the organization's offices in Washington, D.C.
First, she says, she'll listen to DMA members, colleagues and other stakeholders in order to assess what's going on with the association. Then Hutter plans to figure out what to retain, what to evaluate and what to add.
"So you might call it the 'stoplight' approach," Hutter says. "Green we keep, red we discontinue and then we identify, 'Where's the innovation opportunity that delivers more value to our members and positions this industry on the economic landscape for the full value and contributions that it brings to, not just the U.S. economy, but also the global economy?' "
She says associations are stewards of their industries, and it's "vital" that representatives understand the industry's history, because legacies hold knowledge that can guide the future. At the same time, Hutter says, it's important to keep looking forward and moving aside barriers to success—including legislation and talent gaps.
Hutter says she has experience in doing just that throughout her career.
"Lindsay's background is a perfect fit for this elevated communications role at DMA," says DMA CEO Thomas J. Benton in Thursday's news release. "She has served as a senior executive in communications, government relations and membership positions for one of the nation's most respected trade associations, and as an executive vice president with a global public relations firm."
The EVP position of which Benton speaks is when Hutter was the global practice leader for change and internal communications for New York-based PR firm Hill+Knowlton.