Business mentor: Peer groups useful for learning and leading

Q: What are the benefits of joining a trade or industry association?

A: Tim Marshall, president of the Public Relations Institute (PRINZ ), replies:

If you are serious about building your business you should seek out and join your industry association.

Associating with industry colleagues will help to ensure you keep up to speed with the latest developments and knowledge in your field. Better still, get closely involved. You can learn and lead.

Trade and professional associations promote interaction, education and standards in the industries they represent. PRINZ, for example, aims to:

* Provide a forum in which public relations practitioners can share common interests and experience.

* Set high professional standards (set out in the PRINZ code of ethics) and encourage and foster observance of these standards.

* Provide a voice for the PR profession and enhance its influence.

Industry associations may cater for individual or corporate members, or both. PRINZ at present focuses on individual memberships, including:

* Students, who look for career guidance and work experience from senior members.

* Mid-grade practitioners, who seek continuing professional development, accreditation and recognition for outstanding work through awards programmes.

* Consultancy or corporate affairs directors who want opportunities to network and build relationships with other senior PR people.

Various organisations cater to the needs of professionals in related fields.

For example, Sales and Marketing Executives International (www.smei.co.nz) provides networking and professional development opportunities for anyone interested in sales and marketing.

The Direct Marketing Association (www.dma.co.nz) aims to foster effective, ethical direct marketing through education and information.

Most industry associations provide educational opportunities through seminars, conferences, a website and recommended reading. These may be formalised with an industry qualification or accreditation.

Codes of ethics set out expected standards of behaviour. These should be practical guides, which will help you run your business in a way that does not violate the rights of customers or industry peers.

Industry associations can also offer members links with similar bodies around the world to ensure you are right up with international standards.

PRINZ is a member of the Global Alliance for Public Relations and Communication Management (www.globalpr.org), an umbrella body for PR associations worldwide.

The best thing about becoming part of your industry association is knowing what is going on in your world. You will gain contacts, business, staff, gossip, friends, recognition and the safety of a clear understanding of what is and isn't acceptable in your business.

* Send Mentor questions to: ellen_read@nzherald.co.nz. Answers will be given by Business in the Community's Business Mentor Programme.