Seth Godin made a good point in his blog:
We care a great deal about what you do.
I have personally hit a tipping point with regard to "messages." I'm sick of them. I rarely watch TV, but when I do I look at the ads and think "Does anyone REALLY believe that Saturn is actually a different kind of car company? Does anyone fall for this?"
Of course when I manage my association, I think a lot about what we say. I try to say it right. Saying is still important. But I'm not sure it is as important as we think it is. We spend a lot of time in our heads, justifying our own behavior or trying to figure out others' behavior, or even figuring out how to explain our own behavior. That's all good thinking, but don't let it distract you from the behavior part.
Think about what you're going to do and why you'll do it. Respond to people's behavior, or at least give them feedback on it. Get feedback from others on your own behavior and its impact.
You want things to change? Change your behavior.