We just completed my favorite annual meeting in our broad offerings of training and education - our Telecom Executive Forum, fondly known as TEF. This exclusive gathering of executives is typically the place where I get my biggest takeaways of what is top of mind for the leaders within the NTCA–The Rural Broadband Association membership, and this year was no exception.
The Hill Country of Texas was also an appropriate location given the vicinity of a few member companies. A look out the window provided a reminder of how difficult the Texas terrain can be and why the concept of "high cost" service is top of mind as we continue to noodle through the various funding programs.
As for our discussions, nothing was off the table. We covered: how informed leaders need to manage information; the hands-on use of artificial intelligence; workforce challenges; recruitment and retention; succession planning; leadership training; how to minimize liabilities arising out of broadband grants; the challenges that still exist with broadband data collection; financial structures to sustain and benefit small providers; ways to enhance the customer experience; construction challenges; funding issues; and the importance of marketing and sales. Phew. That was a lot to cover in a day and a half!
My favorite part of these sessions is that they are primarily peer led, so they create the environment of rural broadband leaders truly learning from and sharing with one another.
Our first day also featured one of my favorite communications rock stars, Molly McPherson. Molly is an author and public relations expert who we have worked with in the past, particularly because of her background handling crisis communications for FEMA during Hurricane Katrina and the cruise ship industry during some of their challenging times. Meeting her lovely self in person made me realize that I had only dealt with her on a Zoom screen, so it was a treat to have her share with our executives. Rural broadband executives face unique challenges navigating a complex landscape of modern communications, the media and customer relations, where accurate perceptions and solid reputations are never guaranteed. I loved that she shared effective strategies on dealing with things as varied as competitors overstating offerings and addressing social media quickly and with transparency. I could not stop thinking how timely it was to have her with us while the world watches the Royal Family clearly struggling with the PR mess surrounding the whereabouts of Princess Kate. I was not surprised to see Molly being asked to share her thoughts on CNN right after she shared her tips with NTCA members. I told you we were ahead of the curve!
As always, one of the most valuable parts of this meeting is the time leaders share with each other, during breaks, in the hallways, during roundtables and over a cool drink at the reception. There is no better resource than one's peers in terms of how to tackle a problem or embrace a new technology.
I’m already looking forward to TEF 2025.