IABC or CPRS?
As a member of both the International Association of Business Communicators (IABC) and the Canadian Public Relations Society (CPRS), I am often asked which association is better to join. The answer is complex but to simplify, my suggestion is: “join both”.
Make no mistake, these associations offer outstanding value for communicators to hone their skills, develop careers, seek advice, leverage resources, share ideas, mentor new PR professionals, build a rolodex, secure new clients and make new friends.
If budget permits, consider both organizations where new members can join for under $400 and renewals are about $300, plus student rates are available in the $50 range.
Many corporations and agencies have policies that limit membership to select employees to diversify and offer representation at several associations. At AgencyLink, we divide and conquer. I am active with CPRS and IABC while my business partner, Stan Didzbalis, is a member of the American Marketing Association (AMA).
Should you be forced to select one association, go to some PD programs or networking events as a non-member before signing on the dotted line. You may have better chemistry with more members at one of the associations or prefer a specific line-up of events. In addition, check out their national web sites at www.iabc.com and www.cprs.ca. More importantly visit the web sites for the local chapter nearest you to evaluate their communications, activities and resources. For example, here are the Toronto chapter links: www.iabctoronto.com and www.cprstoronto.com.
Don’t join just so you can list a membership on your resume. If you have to convince an employer to cough up the cash, commit to being an active member and identify the value for your company. Be sure to volunteer and attend functions. Volunteering is an enriching experience, especially when you can meet new people, apply your current skills, develop new skills and make a difference in your own profession. Don’t wait until you need a new job to be active in the association. They both boast online career postings for members only, but expanding your network on an ongoing basis will also help during your time of need.
In my last post for PR in Canada, I quoted three IABC/Toronto members who shared why they go to IABC networking events and they clarified the value of their membership. Toronto is the largest IABC chapter in the world with more than 1,400 members suggesting they are doing something right.
As a volunteer editorial board member for CPRS’ newsletter, New Perspective, I recently interviewed Blair Peberdy, VP, Toronto Hydro, to ask him about the benefits of being a long-term CPRS member. He said: “If I hadn’t become involved, I wouldn’t have the contacts I do today. Thanks to CPRS, my network of communicators across Canada is great! I feel selfish because I get more than I give.”
It is true. You give but get back so much more by being involved. Before launching AgencyLink, we relied on the seasoned and honest feedback of contacts made via these associations to act as a focus group and weigh in on how our client-agency relationship consultancy would best succeed. The market research was and continues to be important in driving our business.
Whether you are a PR veteran, consultant, new communicator or new business owner, don’t miss out on getting involved in your public relations community.
Sheila Corriveau is a Partner in AgencyLink Inc. (www.agencylink.ca). The marketing consultancy conducts agency searches, consults and delivers workshops to improve client-agency relationships and performance. She can be reached at sheila@agencylink.ca.
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Excellent post, Sheila. I agree wholeheartedly. Even as international chair of IABC, I’m a member of the CIPR in the UK, as well. By the way, since I’m self-employed, I pay my own dues, and consider it money well spent. The value I get back far exceeds the expense, and is even greater when you’re actively involved and taking a leadership role.
Thanks for the feedback Barbara. Considering you are the international chair of IABC, I really appreciate the fact that you recognize the benefits of joining more than one association. You know first hand that getting involved, particularly at a leadership level, pays huge dividends from a development and networking standpoint.