Journal of Co-operative Studies, 34(3), 198-210

Abstract

Effective communication is one critical key to the success of a co-operative. It gives life to the co-operative and is crucial in decision-making. Communication is also a vital marketing tool and is essential for continued growth and development. Despite its importance, the issue of communication is often viewed as a throw-away subject, a process that is much neglected and often allowed to take care of itself. Yet there are few co-operatives that do not complain of poor communications; few co-operative members and personnel who feel fully informed about issues relating to the co-operative that affect them. The communications process is a complex one and one that must be nurtured and cultivated. Developing an effective system of communications in co-operatives for the future has particular relevance in securing more active member participation and commitment, and in reminding key stakeholders of the unique character of the co-operative message. Fully embracing communications technology is essential. This article addresses the issue of communications in Irish credit unions, exploring some of the findings of a recent comprehensive study of the issue. It also examines the current status of credit union communications, delves into the opportunities and challenges and suggests possible improvements for the future.