What's in a Name? Words, Meaning, Interpretations

The public relations (PR) committee oversees strategic communication in all forms of media, by aiming to promote an informed public, a favorable public image, and brand loyalty. To ensure that AANR communicates with clearly-understood language, the committee questioned whether the original meaning of certain words and phrases used in AANR’s documents, descriptions, and social media might be interpreted differently in modern times. With input from the membership and marketing committees, the PR committee made recommendations about the terms “associate member,” “landed club,” “non-landed club,” “non-discrimination,” and “family-friendly.”
Initial feedback came from AANR and regional board members, club managers and owners, a neighborhood association, and annual business meeting attendees. The PR committee is now asking the membership for their input.
1 Should Associate Member be changed 
to Member? 
Rationale: Individuals joining AANR through a club are called “Basic Members.” People joining directly are “Associate Members.” Yet, anyone belonging to AANR should be called a “Member”  – equally essential and valued, irrespective of how they join. 
Feedback: Plus, a significant percentage of associates are classified. This trend may continue as younger people or “beach” people join. However, since some regional voting policies rely on member classification, formally changing terms will require bylaw and procedural changes. 
2 Should landed club be changed to the destination club, destination resort, resort club, or other? 
Rationale: Travel industry representatives state that “destination” is more modern and better understood by the public as an actual resort or campground that one visits. 
Feedback: There are too many different types of clubs where the only similarity is having an actual landed piece of real estate.
3 Should non-landed club be changed to travel club, travel/events club, naturist social club, or other? 
Rationale: Someone unfamiliar with “non-landed” may be unsure what type of club it is. 
Feedback: Non-landed clubs are often referred to as travel clubs. Travel can mean going to a campground or a neighborhood gathering, as well as taking a major trip. An event can include a potluck, small social gathering, or a large, organized event (5K race). However, non-landed clubs differ widely with the only commonality being not having property, and landed clubs have events. 
4 Should clubs describe themselves as welcoming and inclusive rather than non-discriminatory? Should inclusive clubs state their policies on their websites? 
Rationale: It is better to use positive language and to make clear which clubs one might wish to visit. 
Feedback: While the term “non-discrimination” may be useful, the terminology isn’t the problem. A new committee has been formed to address this issue and identify solutions.
5 How is family-friendly interpreted? 
Rationale: There is no attempt to change this term! However, it may make younger people without children question the appropriateness of a particular club. 
Feedback: This again supports that clubs, particularly those open only to people 18-plus or 21-plus, should clearly describe their policies and activities while emphasizing their safe, “G-rated,” fun atmosphere.
AANR’s direction can only happen when input comes from the members. Thanks for sending your opinions and suggestions to ronna.krozy@aanr.com.