Having the privilege of being the CEO of the leading professional association within healthcare communications, I am still surprised at how often I am asked to explain the difference between, and benefits of being part of, a professional association compared to any other type of networking group. So commonly in fact, that I felt it is worth discussing the difference here; also why professional associations are so important for their sectors and why I encourage you to engage with yours, whichever that one may be.
Let me start with a qualifier. All organisations that add value to a sector, in whatever way, are important and valuable. In explaining the additional benefits of the professional association, I am therefore in no way trying to devalue other organisations within a sector. In fact, I can speak firsthand about how the Healthcare Communications Association (HCA) is always keen to work with other credible groups within our own sector, when appropriate and our aims are aligned, to help provide consistency of approach and a larger voice.
What’s common across all
Considering first what is typically common across all groups within a sector, the most obvious is networking opportunities and learning events/discussion forums. And at a superficial level this is something most people want and appreciate. The opportunity to meet, share experiences and learnings, and discuss common challenges and solutions.
Championing and representing
Where the professional association starts to differentiate is in its role in championing the profession and representing all those who work within the profession. Professional associations therefore promote the interests of a specific discipline (eg, the Chartered Institute of Marketing, where the focus is on the discipline of marketing but across all sectors of which healthcare is only a small part) and/or field of expertise (eg, the HCA, which is healthcare and communications discipline-specific). This ethos not only helps direct the breadth of activity, but also embeds the concept of working together for the greater good of all those who work within the sector.
Standards and best practice
Another important role for the professional association is in promoting, often setting, and in some cases also officiating, standards within a discipline or sector. Standards for continuing professional development within a profession would be a good example. Standards are, of course, closely linked to ensuring best practice is understood and proactively demonstrated by organisations and individual practitioners. Best practice guides and initiatives are therefore invariably developed and driven by professional associations as the custodians of ensuring the sector’s continued drive for ethical and quality delivery.
Formalised professional development
Professional associations are focused on supporting the individuals working within a profession, and not just the organisations that employ them. Championing and supporting the continued competency of practitioners in their role, against the background of rapidly changing environments, as well as skills and knowledge enhancement to allow career progression, forms another foundation of the professional association’s role. Aligned with this goal there is of course the need to help the sector identify what is changing for the sector and commercial environment and what individual and collective responses are needed to ensure that, as professionals, we stay on top of our game.
Professional associations are often the custodians for the sector for accredited learning and may also provide opportunities for certification of learning, either informally or through professional qualifications.
Why associations are important
There are many reasons why an individual or organisation should join and actively engage with their relevant professional association.
For organisations, taking a positive and active role in helping shape the sector in which you work is not just a socially responsible action, but also makes good business sense. As well as the direct practical benefits from professional association membership, in our business employing and maintaining strong talent is critical for success. Aligning with an association helping to support this across the sector is therefore beneficial for all. Similarly, being seen by employees to support a professional association’s goals through participation and encouraging their own engagement demonstrates commitment to them and their future within the sector.
At the same time, businesses face many issues that are better addressed as a collective than on our own, so being able to achieve these with like-minded businesses, under the auspices of the professional association, enhances the potential for sector and organisational success.
For individuals, the available resources and guides, learning, networking, professional development support and direction are all benefits of being part of the professional association. Just like for organisations, being part of your professional association means you are supporting not only your own career directly, but also helping secure the future growth and success of the whole sector in which you work.
This column appeared in the March edition of PME. Read the full issue here.
