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Shel Holtz
Communicating at the Intersection of Business and Technology
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The future of professional associations

There’s still time for professional associations to redefine their value to members, but I’m not aware of any such initiatives among any of these groups. The clock is ticking.

I’m only aware of the associations that serve my profession, the likes of PRSA, CPRS, and the organization to which I’ve belonged since 1977, IABC.

These associations have fulfilled several vital needs for a long time, primarily networking and professional development. However, practitioners don’t need associations for these activities any more. Social media have enabled self-organizing groups to satisfy these professional needs. Some examples:

  • While the last Global PR Web Week was nearly two years ago, it shows what can hapen online when a group of volunteers throw their hats in the ring.
  • CaseCamp is a self-organizing “unconference” focused on marketing, although anyone interested in any profession could use the same model to put together a similar unconference focused on their own field. In fact, CaseCamp is based on BarCamp, which focuses on web applications, and DemoCamp, a BarCamp offshoot that allows for more regular networking.
  • PodCamp, another unconference based on the BarCamp/CaseCamp model, focuses on podcasting. I mention it separately because the recent New York PodCamp drew more than 1,000 participants (only about 400 shy of the typical attendance at an IABC international conference) and some heavyweight sponsors. Like all of these unconferences, the registration is free and the agenda is self-organized using a wiki.
  • Third Thursday is a monthly meeting of Bay Area PR and marketing pros interested in learning more about the practical applications of new media in business. It’s currently jointly sponsored by The Social Media Club and The Society for New Communications Research, but was organized by four practitioners who saw a need and started Third Thursday to meet it. In Toronto, the effort has been duplicated with Third Tuesday, while Ottawa offers Third Monday.
  • Social networks focused on communications offer individuals another cost-free alternative for networking and knowledge sharing. MyRagan has already attracted several thousand members.

The point is that, given the social network that allows individuals to self-organize for networking and professional development, these benefits of association membership—at a cost of several hundred dollars per year—may lose their appeal. That’s not to suggest these associations can’t provide genuine value that makes the dues worthwhile. And it’s not to suggest that the 14,000 members of IABC are ready to jump ship for online networking just yet. It’s still pretty much the early adopters who have figured out that the network itself can provide the benefits for which they used to rely on their associations. So IABC, PRSA, CPRS—and all those other associations in other professions—still have time to define that role that the social media space cannot play.

But they’d better get started now. Things move fast these days.

05/20/07 | 32 Comments | The future of professional associations

Comments

  • 1.Shel,

    I thought this was fascinating when you mentioned it in FIR last week.

    It occurred to me that if networks are facilitated by organisations that run lots of offline events, the online side only becomes stronger.

    One element i'm still wrangling with though. Many of these bodies do provide qualifications and accreditation. These elements would be difficult to replace with a network alone.

    Great train of thought. Thoroughly thought provoking!

    Cheers,

    Matt

    Matt O'Neill | May 2007 | London, UK

  • 2.Shel and Matt,

    Not sure where I am on this. I see your point Shel, but I do find value in my IABC membership, as I'm sure you do. I think my value resides primarily in workshop and conference opportunities; an association is arguably more capable and experienced in organizing these events, though clearly there are some great success stories, particularly with the PodCamp you mention.

    I'd like to think the accreditation means something, but honestly, I have yet to be convinced I need ABC or APR behind my name to be more successful. Maybe that would be different if I worked in an agency, hired by communications pros, not in a corporation, hired by business execs.

    Shel, you'd also pressed the point about the need for IABC to step more fully into advocacy, which is another strong suit for many associations. Advocacy and standards really need the credibility of an authoritative organization behind them to be effective.

    Thoughts?

    michael clendenin | May 2007

  • 3.I've been thinking the same thing for years, but it's all the more real with the popularization of social media, social networks and the like.

    However, I wonder if one of your own mantras can be applied to this situation: New associations don't kill old associations...they adapt and evolve.

    David Jones | May 2007 | Toronto

  • 4.IABC certainly does provide value for me, Matt, and accreditation is something I HAVE found worthwhile. I also find value in the Code of Ethics, the awards program, and a variety of other dimensions of my membership. However, my point is that associations market their value based on networking and professional development, for which I don't think we'll need associations as much in the future. In order to attract members, then the value PROPOSITION needs to change. Networking and PD can remain elements of membership, but what can affiliation do for you that informal online networking cannot?

    Associations change very, very slowly because decisions are made by consensus. (I spent six years on IABC's international executive board; big change is an excruciating process.) That's why I think adaptation needs to begin now, not five or 10 years from now when conferences, workshops, and networking have moved to the free and open online communication networks.

    Shel Holtz | May 2007 | Calgary, AB, Canada

  • 5.Interesting dimensions the association offers. I was intent on telling you that PodCamp and other such events are where networking and conversations in the space are happening, but then I read your response to Matt.

    The notion of a code of ethics, awards, and some of the other perks are neat.

    But then, that said, and absolutely no knock on IABC or *any* association (directly), wouldn't these other experiences eventually evolve to incorporate the things you feel you need to do business today?

    Will the accrediting process change?

    Those kinds of thoughts are floating around un-prepared in my noggin. Swell post, Shel!

    Chris Brogan... | May 2007 | Boston

  • 6.Seems as though the trend (for trade associations) might be towards smaller face to face meet-ups, based regionally. Like your Third Thursday.

    Also occurs to me that ad hoc groups formed, either online or face-to-face, to address a specific challenge are another way to leverage associations.

    Barbara Gavin | May 2007 | Boston

  • 7.Very thoughtful post. I had a comical moment when the text of your post didn't appear until about 5 seconds after the template loaded. I thought you were making your point very creatively, as in, The future of professional societies is.... [nothing]

    As a not-for-profit executive myself, forgive me if I don't get all alarmed by your post. Every few years a new threat comes along that the dooms-day'ers say will be the demise of associations. And we're still here. I actually see a tremendous future for professional societies to provide value-added social networks for members only for a fee. It will require a major mindset shift for association professionals like me. Fortunately, there are a number of forward-thinking association professionals who are up to this challenge. Visit my blog to read how association professionals like me are addressing it.

    Ben Martin | May 2007 | Richmond, Va

  • 8.I believe you are on the mark as usual, Shel, and that IABC and other associations would do themselves good by taking your advice to act now.

    I served three years on the IABC Executive Board (with you) and the cautious deliberation and consensus-building you describe was frustrating to me.

    I've jumped into MyRagan and found it to meet several needs. In fact, I find it more valuable, frankly, than my IABC membership right now. I just renewed my membership, but mostly to hang onto my accreditation, which I do value. As for networking, access to best practices, professional development, etc., new social media are filling those needs quite nicely -- along with local chapters of IABC and PRSA.

    Robert J Holland, ABC | May 2007 | Richmond, VA

  • 9.Hi Shel,

    Interesting post!! I agree with Ben ? this is not the first threat associations will face and it won?t be the last. I remember back in the early 90's at the first digital now conference - word was that if you didn't change your association business model before lunch break and have an instant ?paradigm shift? you were toast : )

    Well here we are many years later talking about how social media will change associations as we know them. I do agree that associations will be affected by social media, but this is only one of many threats. For example:

    Time: I believe this is a huge threat to associations. No one has time to volunteer or participate in the traditional offerings. When members ask for a different experience, they?re criticized for trying to rock the boat.

    Google, Yahoo and the many other search engines have turned information into a commodity ? What now?

    Sorry for the clich? but associations need to start thinking outside of the box. They need to become more innovative, take more risks, invite younger members to the table, start delivering on their definition of value, synthesize the old with the new, collaborate with related associations, and communicate their value propositions more effectively.

    The biggest threat to associations in my opinion is their own fear of change. It reminds me of the book Who Moved My Cheese. Things are still okay now so let?s keep doing what we've always done.

    Just my 2 Cents

    Joe Grant
    http://www.joe-grant.typepad.com

    Joe Grant | May 2007 | Bedford, NH

  • 10.All the folks in association management are really talking about this article--it's my first time to this blog and I just subscribed, so thanks for the post.

    I think you're right the current trend toward online communities will probably gut some associations. But I have found that the thing that the virtual groups haven't quite the same impact at is influencing legislation, particularly at the state and local level. Of course, not every association needs to represent itself--for example, in a profession that's not regulated by the government. But advocacy is where the old-school associations shine, and until that infrastructure shows up virtually (it probably will eventually), associations are here to stay.

    But it is very very true, as you say, that associations are slow to act. I am quite confident that that slowness will quickly separate the chaff from the wheat.

    Nick | May 2007 | Maryland

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