What is a chamber of commerce? It’s a government agency, right? No, it’s like the Better Business Bureau where you file complaints about businesses. Nope, it’s a business country club. They have golf outings. I think they do something for businesses.
Sound familiar?
If you’ve ever found yourself explaining your job at a dinner party or networking event and watching someone’s eyes glaze over—this one’s for you.
Sometimes you can even feel this way at your own chamber board meetings. How can they not understand what a chamber does and yet they volunteer to be part of the board?
It can (and does) happen. Frequently.
Being a chamber executive is one of the strangest, most misunderstood leadership roles out there. You’re a little bit marketer, a little bit economic developer, a little bit lobbyist, a little bit therapist. You’re also a party planner, a social media manager, a business coach, a mediator, directory assistance, trip planner, and if we’re being honest…sometimes a janitor.
And yet, when someone asks what you do, all they hear is,
“Oh, like the city?”
“You work for the DMV?”
“Isn’t that just ribbon cuttings?”
Cue the internal screaming. How do they not know? Because everyone is wrapped up in their own little world and if they haven’t been directly impacted by the chamber in name (we know they’ve been impacted without realizing it), they have no reason to dedicate the brain power to understand it.
So how do you lead effectively when your job is invisible, or worse, misinterpreted?
Let’s break it down.
Own the Confusion and Then Clarify It
Instead of getting frustrated that people don’t get what you do, embrace it as an opportunity to shape the narrative. You get to define what a modern chamber is.
Try this elevator pitch:
“I run the organization that helps local businesses grow, advocates for a strong economy, and builds the kind of community people want to live and work in.”
Now that’s something people feel. Save the org chart and acronyms for your board.
Translate Outcomes, Not Activities
A big mistake we make as chamber pros is listing everything we do instead of what we achieve.
Don’t say:
“We held three mixers, two candidate forums, and sent out four newsletters this month.”
Say:
“This month, we helped 200 businesspeople connect with new clients, gave voters direct access to their candidates, and got two business-friendly policies passed.”
Your work has impact. Speak in results.
Be Loud About Your Wins—Even the Small Ones
In a role where the successes are often behind the scenes, you must be your own PR team. Create space at board meetings to share a “Member Win of the Month.” Post a weekly “What the Chamber Did for You This Week” update. Talk about the saved jobs, the solved problems, the avoided disasters.
You’re not bragging. You’re educating.
Explain Your Role to the Board—and Lead from It
One of the most important audiences who must understand what you do is your board. And yet, it’s common for board members to assume you’re an event planner, admin, or someone “who works for them.”
Let’s refresh that outdated thinking.
At your next board orientation or retreat, take time to clearly define your role—not just the tasks, but the purpose.
Let them know:
You’re the chief strategist, not the support staff. (That’s not to say you’re not supportive, and if you’re a one employee chamber you’ll have support tasks, but your value as a president, CEO, or executive director is not licking envelopes. We have sponges for that.)
You guide the mission and vision, not just the to-do list. Your role is to build influence and capacity for the entire business community—not just to “keep the calendar full.”
Lead from that place.
Be confident bringing forward big ideas, setting boundaries, and advocating for your time and energy. Your authority doesn’t come from being the most available person in the room—it comes from being the most informed and mission-aligned.
The more your board understands your actual job, the more freedom you have to lead boldly.
Build a Strong Internal Advocate Network
Your staff, board, and top-tier members should be able to describe what the chamber does in 1–2 sentences. Train them. Equip them. Give them a reason to be evangelists. If they won’t take up that banner, start recruiting for replacements.
When you work in a misunderstood space, having even five people who “get it” and can amplify your message makes a world of difference.
Be OK With Being the Glue, Not the Show Pony
Let’s be real: You’ll rarely get credit for that last-minute call that saved a sponsorship, the conversation that kept a member from quitting, or the 11pm spreadsheet that made the mayor’s event run flawlessly.
That’s leadership. Quiet, persistent, service-first leadership.
It’s not glamorous, but it’s powerful.
Redefine Success by the Ripples, Not Applause
When you feel unseen, remember: Your fingerprints are on every business expansion, every community partnership, every intern who got placed, every problem you solved before it became a headline.
You’re not just running a chamber. You’re running the infrastructure of your city’s future.
Wow! Put that on a business card.
Finally…
Being misunderstood doesn’t mean you’re ineffective. It just means you’re working in a role that requires vision, resilience, and a sense of humor. And maybe you need a bit more PR. Hey, even celebrities who are constantly in the public eye know the value of it. And unless you’re going to hire your own PR firm like they do, know that you’ll have to fill that role yourself and let the community know what you and the chamber are doing for business. That means press releases (not just for events but for major stories in your community), videos, social media posts, guest starring on podcasts, interviews, etc.
And…
The next time someone ask, “What do you do?”, smile, take a breath, and know you’re one of the few people holding the threads of a local economy together.
That’s leadership worth being proud of—even if no one quite gets it.
Share this post with your chamber colleagues, board, and members
Schedule a free 30 minute call with Frank
Take Advantage of Our Chamber Industry Services
Join with 12,000+ Chamber Pros in the Chamber Pros Community Facebook Group (For FREE)
Training and Resources for Chamber of Commerce Professionals
Done 4 You Social Media Content for Your Chamber Of Commerce
Board Retreats, Strategic Plans, Board Training, Consulting, and More...
Meet Our Authors
Hi, I'm Frank Kenny
Founder of the Chamber Pros Community
Hi, I'm Norma Davey
Founder of the Co-Chamber Pros Community
Most Recent Posts
Subscribe to the Chamber Pros Community eNewsletter.
Discover chamber tips, strategies, and best practices...
We value your privacy and will never sell your info