In this episode of The Association Insights Podcast, we sit down with Rob Barnes, CAE, AAiP, CEO and co-founder of Betty—a groundbreaking AI knowledge assistant built specifically for associations.

With three decades of association leadership across three countries, Rob brings a global lens and deep passion for community innovation. He shares how Betty is helping associations safeguard institutional wisdom, deliver member value in real time, and unlock strategic insights through what he calls the Association Knowledge Cycle.

From preserving the expertise of retiring volunteers and staffers to enabling multilingual member support and accelerating certification design, Rob walks us through real-world use cases that show how AI—when deployed thoughtfully—can help associations work smarter, serve better, and build trust in new ways.

🎧 Whether you’re just starting to explore AI or already experimenting, this conversation is packed with eye-opening ideas and tangible takeaways.

Key Highlights:

From Vicious to Virtuous: How the Association Knowledge Cycle helps solve one of the most persistent challenges—getting the right knowledge to the right person at the right time.

AI with Boundaries: Why ethical guardrails, trust, and human oversight are critical—and how Betty is built with these values at the core.

Member Insights in Real Time: How organizations like the International Society of Automation (ISA) are using Betty to uncover surprising trends and improve content strategy.

The Anita Example: Why the American Society for Nondestructive Testing (ASNT)—an A100 Comm Impact Award winner—is integrating AI into both member engagement and certification development.

Productivity without Sacrificing Humanity: How Betty empowers member services teams, protects institutional knowledge, and lets staff focus on what humans do best.

What's Next for AI in Associations: Rob shares what’s on the horizon—from peer-to-peer matchmaking to deeper advocacy alignment and engagement.

🎧 Tune in now for a smart, energizing conversation that will change how you think about AI and your association’s future.

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

  
  

Coming Soon: In May, we’re turning the spotlight on Gen Z in associations—exploring what it takes to recruit, retain, and engage this rising generation of professionals. From digital fluency to values-based connection, we’ll feature leaders and case studies making it work. This special series is made possible by our partners at Highland. Don’t miss it!

In this episode of The Association Insights Podcast, we’re bringing you a special replay of one of our most engaging LinkedIn Live panels: The Future of Association Events. Originally hosted by OnWrd & UpWrd CEO Colleen Gallagher, this roundtable brings together an all-star lineup of association leaders, event strategists, and production experts to explore the biggest shifts shaping events in 2025 and beyond.

From immersive tech and content strategy to data-driven decision-making and reimagining hybrid, this candid conversation is packed with actionable ideas for making your next event smarter, more inclusive, and more impactful.

Panelists include:

• Lisa Astorga, CMP, DES, Director of Meetings, International Society on Thrombosis and Haemostasis (ISTH)

• Sven Bossu, CEO, AIPC - The International Association of Convention Centres

• Phil Alongi, CEO, Alongi Media

• Kara Dickerson, Founder, Content with Impact, LLC

• Matt Weingarden, Executive Vice President, Communities & Journals, American Marketing Association

🎧 Listen in as these leaders share lessons learned, tech innovations, and what association pros must prioritize heading into 2025.

Key Highlights:

Return on Emotion (ROE) – Why personalization, emotion, and engagement matter just as much as ROI.

Hybrid Reimagined – How organizations are moving away from default hybrid and getting smarter about virtual engagement.

Data-Driven Strategy – The key to knowing what your audience really wants—and how to make content and community stick.

Innovative Event Tech – From AI-powered translations to podcast studios and immersive screen experiences, what’s working now.

Creative Revenue & Cost Savings – How partnerships, flexible venues, and sustainability strategies can drive impact without breaking the budget.

Lessons Learned – Favorite wins, big misses, and the future-forward thinking that today’s association planners can’t afford to ignore.

🎧 Tune in now for an energizing, future-focused conversation on what’s next for association events.

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

Coming Soon: New episodes weekly featuring powerful voices in association leadership, communications, and community building.

In this episode of The Association Insights Podcast, we sit down with Matt Marcial, CAE, CMP, newly named Chief Executive Officer of the Public Relations Society of America (PRSA). With a deep background in association leadership and a passion for building stronger communities, Matt shares how he’s approaching his first months at the helm of PRSA—and what’s ahead for one of the industry’s most important professional organizations.

From aligning diverse stakeholders to elevating the role of ethical communication, Matt offers a transparent look into his leadership philosophy, the strategic vision guiding PRSA’s next chapter, and the responsibility associations have in shaping the future of the profession.

Key Highlights:

• A Leader’s Journey – How Matt’s experience across diverse associations shaped his collaborative, stakeholder-first approach.

• Strategic Momentum – Why PRSA’s new strategic plan was a major draw and how it’s driving early priorities.

• Listening First – Matt’s “open door” mindset in his first 30 days and what he’s hearing from members, volunteers, and staff.

• Actionable Support for Members – A look at how PRSA is responding to today’s challenges with nimble, practical resources.

• Growing Community, Broadening Impact – How PRSA plans to expand its reach and redefine what it means to be a communications professional.

• Elevating Ethics and the APR – Why ethics education and industry credentials remain core to PRSA’s mission.

• Doubling Down on DEI – How PRSA is reaffirming its values and supporting professionals amid a complex policy environment.

• Defining Success – Matt’s vision for what success looks like—and how PRSA can be the professional home for all communicators.

🎧 Listen now for thoughtful insights on association leadership, industry transformation, and the future of professional communications.

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

Coming Soon: Tune in weekly as we share practical insights and powerful conversations with association leaders navigating change, building community, and shaping what’s next.