2011 Division Leadership Conference APA CEO Address
Update on Strategic Planning
Toward an APA Strategic Plan At its February 2007 meeting, the Council of Representatives passed the following additions to the APA Association Rules: “STRATEGIC PLANNING FOR THE ASSOCIATION: The CEO of APA will be responsible for an ongoing strategic planning process for the Association. The CEO will be responsible for reporting annually to the APA Council of Representatives and Board of Directors on the status, results, and implications of the strategic planning process ”
New APA Mission Statement The mission of the APA is to advance the creation, communication and application of psychological knowledge to benefit society and improve people’s lives.
New APA Vision Statement The American Psychological Association aspires to excel as a valuable, effective and influential organization advancing psychology as a science, serving as:
The American Psychological Association aspires to excel as a valuable, effective and influential organization advancing psychology as a science, serving as: A uniting force for the discipline; The major catalyst for the stimulation, growth and dissemination of psychological science and practice; The primary resource for all psychologists; The premier innovator in the education, development, and training of psychological scientists, practitioners and educators The leading advocate for psychological knowledge and practice, informing policy makers and the public to improve public policy and daily living; A principal leader and global partner promoting psychological knowledge and methods to facilitate the resolution of personal, societal and global challenges in diverse, multicultural and international contexts; and An effective champion of the application of psychology to promote human rights, health, well being and dignity.
New APA Core Values The American Psychological Association commits to its vision through a mission based upon the following values: Continual Pursuit of Excellence Knowledge and It’s Application Based Upon Methods of Science Outstanding Service to it’s Members and to Society Social Justice, Diversity and Inclusion Ethical Action in All that We Do
Data collection methods and sources Focus groups Governance groups Electronic surveys Large cross-section of members Phone interviews Staff Interactive working sessions Documents and literature about the In-person interviews field Environmental scans
APA’s Strategic Goals Maximize Organizational Effectiveness Expand Psychology’s Role in Advancing Health Increase Recognition of Psychology as a Science
APA’s Strategic Goals and Objectives
Strategic Goals for APA Goal 1: Maximize Organizational Effectiveness
Objectives for Goal 1: Maximize Organizational Effectiveness The APA’s structures and systems support the organization’s strategic direction, growth and success. a. Enhance APA programs, services and communications to increase member engagement and value; b. Ensure the ongoing financial health of the organization; c. Optimize APA’s governance structures and function.
Strategic Goals for APA Goal 2: Expand Psychology’s Role in Advancing Health
Objectives for Goal 2: Expand Psychology’s Role in Advancing Health Key stakeholders realize the unique benefits psychology provides to health and wellness, and the discipline becomes more fully incorporated into health research and delivery systems. a. Advocate for the inclusion of access to psychological services in health care reform policies; b. Create innovative tools to allow psychologists to enhance their knowledge of health promotion, disease prevention, and management of chronic disease; c. Educate other health professionals and the public about psychology’s role in health ;
Objectives for Goal 2 (continued) d. Advocate for funding and policies that support psychology's role in health; e. Promote the application of psychological knowledge in diverse health care settings; f. Promote psychology’s role in decreasing health disparities; and g. Promote the application of psychological knowledge for improving overall health and wellness at the individual, organizational, and community levels.
Strategic Goals for APA Goal 3: Increase Recognition of Psychology as a Science
Objectives for Goal 3: Increase Recognition of Psychology as a Science The APA’s central role in positioning psychology as the science of behavior leads to increased public awareness of the benefits psychology brings to daily living. a. Enhance psychology’s prominence as a core STEM (Science, Technology, Engineering and Mathematics) discipline; b. Improve public understanding of the scientific basis for psychology; c. Expand the translation of psychological science to evidence-based practice; d. Promote the applications of psychological science to daily living; e. Expand educational resources and opportunities in psychological science.
Development of Strategic Initiatives Obtained input from boards and committees, Council of Representatives, and Board of Directors through brainstorming exercise on potential strategic initiatives (received over 170 ideas); From those ideas, Executive Management Group (EMG) and the Board of Directors undertook a multi-phase, iterative process of categorizing, combining, consolidating, refining, and identifying themes.
Development of Strategic Initiatives After multiple iterations, a final list of nearly 30 potential initiatives emerged. From these, the Board of Directors prioritized a subset of seven items for further consideration. Each of these seven is now being “scoped out” with greater specificity to estimate associated costs and staffing needs. Two additional initiatives are already underway.
Potential initiatives to be “scoped out” for costs and staffing needs Forge strategic alliances with health care organizations to include psychologists in integrated health care services Assess and restructure business models for membership dues, annual convention and APA products to increase member engagement and value Conduct ongoing analyses of current and future demand for the psychology workforce to meet national needs Promote opportunities for graduate and continued professional development to advance psychology in health, including interdisciplinary training
Potential initiatives to be “scoped out” for costs and staffing needs (continued) Evolve and expand the public education campaign to include the entire discipline of psychology. Continue to develop and promulgate treatment guidelines to promote translation of psychological science Increase support for research, training, public education and interventions that reduce health disparities among underserved/marginalized populations
Infusing our Core Values into Initiatives Finally, the APA Core Values will infuse and inform the implementation of all initiatives that are funded: Continual Pursuit of Excellence Knowledge and Its Application Based upon Methods of Science Outstanding Service to Members and to Society Social Justice, Diversity, and Inclusion Ethical Action in All That We Do
Two initiatives are already underway APA has already begun to address two objectives of Goal 1: Maximize Organizational Effectiveness Optimize APA’s governance structures and function (Goal 1c) – Good Governance Project Ensure the ongoing financial health of the organization (Goal 1b) – Investing in APA’s Financial Future
The Good Governance Project The Board has developed an initial process for evaluating our governance structures and functions to determine whether we have the best system for meeting APA’s current needs. The process involves, among others things, convening a group of members to work with experts in association governance to assess APA’s current structure, examine the literature on governance models and make recommendations to the Board and Council.
The Good Governance Project Team Sandra L. Shullman, Chair Ronald Rozensky, Vice Chair Rosie Phillips Bingham Mary Miller Lewis Judith Blanton Gilbert Newman Rosalind Dorlen Konjit Paige Linda Forrest Mitchell Prinstein Gary Hawley Kenneth Sher Kurt Geisinger Richard Suinn Frederick Leong Nancy Gordon Moore, Exec Dir, Governance Affairs Michael Honaker, Deputy CEO Maureen O’Brien, Assistant ED, Governance Affairs
2011 Strategic Planning Activities Investing in APA’s Financial Future
Publishing Revenues (Individual & Institutions) $70,000,000 $60,000,000 $50,000,000 Licensing $40,000,000 Revenues $30,000,000 $20,000,000 Print Product $10,000,000 Revenues $0 2002 2004 2006 2008 2010
Investing in APA’s Financial Future The Finance Committee and the Board of Directors have reviewed a plan to invest in our Publications program and supporting technology infrastructure, and have recommended Council approval.
2011 Strategic Planning Activities Update on Public Education Campaign (PEC)
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