Professional Associations

 

B A (JMC) (3-YDC), SEMESTER SYSTEM

SEMESTER –IV

SEC III: PUBLIC RELATIONS AND EVENT MANAGEMENT

Unit-2: EVENT MANAGEMENT

LESSON-37 PROFESSIONAL ASSOCIATIONS

 

Objectives:

1.        Learn what is a Professional Association.

2.        Understand the skills that can be learnt through Professional Associations.

3.        Enumerate the benefits of joining Professional Associations.

4.        Know the activities of Professional Associations.

5.        Know about different Professional Associations in India and Outside.

Introduction:

A professional association, also called a professional body, professional organization, or professional society. It is a group that usually seeks to further the interests of a particular profession, of individuals and of the organisations engaged in that profession, and also the public interest. It facilitates innovation, communication and connection. A professional organization typically requires member dues, has an elected leadership body and includes a range of subcommittees or functional areas. Professional organizations can be both national or international. There are four types of professional organizations namely (1) Member-benefit professional associations (2) Designation-granting associations (3) Certifying bodies and (4) Professional regulatory bodies.

We have so far studied about event management and several other things associated with it. Having learnt that event management is a profession, it is important to connect with event management companies and their associations for networking, for opportunities, for future business and also learning.  For an Association to happen, there needs to be a common place where all the professional event managers, event companies can meet to share their expertise and learn from each other. There should be a common discipline and ethics for professionals to keep up the dignity and decorum of the business. Here comes the need for an Association of professionals who can facilitate such conversations and keep the professionals together.

In this lesson we learn about event management companies, skills that can be acquired and the benefits that can be availed by these companies in joining professional associations, role of professional associations, a few international associations and associations in India and their role in taking the event management or event planning profession forward.

Event Management Companies:

There are 32584 Event management companies in India as of November 14, 2024; which is a 5.70% increase from 2023. Of these locations, 30323 Event management companies which is 93.06% of all Event management companies in India are single-owner operations, while the remaining 2261 which is 6.94% are part of larger brands. The top three states with the most Event management companies are Maharashtra with 5714 Event management companies, Tamil Nadu with 3245 companies, Uttar Pradesh with 2775 companies. Average age of these companies in India is 4 years. Event management as a crucial skill though started to surface in the 20th century needing a professional hand in carrying out complex events, it is growing industry now. These companies are also establishing a strong digital presence across various platforms like LinkedIn, Facebook, Instagram, Twitter, TikTok, YouTube and some have websites of their own. Every profession needs an association to address various issues concerning the profession. EEMA i.e. Event and Entertainment Management Association is the only national association in India to enable dialogue within its members and with Government, Statutory Bodies, Taxation Authorities, Private and Municipal Licensing Bodies, Corporate Industry, Vendors and Artists.

Role of professional associations:

Professional associations are organizations that act as a peak body or umbrella for professionals working in the same or similar fields. These associations can define the profession and assist members to further the profession through ongoing learning, quality and research. The roles of professional associations have been variously defined as a group of people in a learned occupation who are entrusted with maintaining control or oversight of the legitimate practice of the occupation. Also a body acting to safeguard the public interest. Organizations which represent the interest of the professional practitioners, will act to maintain their own privileged and powerful position as a controlling body. Professional associations are ill defined although often have commonality in purpose and activities. Many professional bodies are involved in accrediting degrees, defining and examining the skills and competencies necessary to practice, and granting professional certifications to indicate that a person is qualified in the subject area. 

Professional membership:

Professional membership is the status that a member is given when they have joined a professional body. Professional memberships aim to support individuals professionally and aid them in progressing within their career or profession. It is an opportunity for professionals in service industry, such as practicing doctors, lawyers, journalists, PR pros, engineers, auditors, printers, hoteliers to join an organisation that represents their work ethic and values to employers and clients.

Skills required for Event Managers:

Upskilling is important in every profession because it allows individuals to stay relevant in a rapidly changing market by continuously developing new skills, enhancing regardless of the field or industry. Professional associations help in this aspect. Professional associations for event managers host events targeted at event and meeting planners, provide education on industry content and enable event professionals to connect with peers to share knowledge and even relieve a little stress. Becoming a member of an event planning association is a great opportunity to advance a company’s business or event management business. Here are six event planning skills that are required to be possessed by the Event Managers. Professional associations can help in acquiring these skills. They are -

1.      Organizational skills: Event planners are highly organized people. So topping the list of must-have qualities is a keen eye for detail and sharp organization. Planners keep client timelines on schedule, budgets in check, and details running like a well-oiled machine from the strategy stages to the post-event checklist. Planners should be able to recall even the smallest of details, meet deadlines, schedule deliveries and setups, and be on time with everything with a smile.

2.      Networking savvy: All the best planners are savvy networkers. The events industry is heavily people-driven and relationship-based. So, it needs a great network of diverse event professionals. One needs to attend industry networking events hosted by major organisations. To get success in the event industry, networking is very important.

3.      Resilience and adaptability: If there is one thing that is guaranteed in the world of events, it is the fact that things will go wrong. This is where having the skill of resilience and adaptability will come in handy. This skill encapsulates the “go with the flow” attitude one need to overcome challenges at an event. The best event planners have a cool, calm, and collected demeanour in front of clients and behind the scenes.

4.      Basic understanding of events: As a planner, the job is to be the glue that brings the team together for a winning event. However, this does not mean that any one is the best person to handle each piece of the event. For example, an event planner should be well versed in how to make a floorplan, what an RFP (request for proposal) is, how long dinner service will take, how many people can fit in a room, and how to work with catering staff etc. Event professionals should also be knowledgeable about the basic needs of bands and DJs, A/V companies, rentals, florists and decor. Knowing these basics will help to build better relationships with the suppliers and help to create great event experiences for everyone involved.

5.      Unbridled creativity: Clients will look for cutting-edge ideas. One must be prepared to brainstorm incredible and creative ideas. While every client may not be ready to test the event design details, they will look up to the person as a counsellor on elements of design they do feel comfortable with. Creativity comes from all kinds of places. Surfing social media to stay informed of the latest event design trends. following blogs for featured events that reflect the latest styles, following the favorite thought leaders on LinkedIn or Twitter to see what they see as the next thing for events may help.

6.      Dedication to client service: One of the most useful skills for an event planner to have is just to make things happen. Showing a strong dedication to the client will ease any anxieties the client may have. The great thing about the events industry is that there is no shortage of opportunities to learn and grow. Embarking on a successful career or business venture in event planning requires more than just passion and creativity. It demands strategic networking, access to valuable resources, and continuous professional development.

This is where event planning associations play a crucial role. By joining the right association, event professionals gain access to a supportive community, educational opportunities and industry insights that can propel their careers to new heights.

Benefits of joining professional bodies:

Professional associations and organizations are groups of people from the same industry or profession gathered to represent the industry or profession in some way. They are often the source of standards within a profession and can also be key advocates for or against legislation that impacts the profession or overall industry. Additionally, they can provide resources, information and opportunities exclusively to members that non-members might not get. Types of memberships vary and usually include new professional memberships, annual members, life members, associate members etc. Professional Associations/Organizations may offer participation at local, state, regional, national, continental and international levels. A review of the individual qualities of any given Professional Association/Organization will determine whether obtaining a membership will be beneficial for the members and their career. Professional designation putting the membership on the resume instantly communicates that somebody is interested in staying connected and are committed to the field and networking opportunities. Once joined a professional association, one can instantly get connected with like-minded professionals on the local and sometimes even global level. They can have access to thought leaders in the industry and potential hiring managers for the next career move. Let us enumerate the benefits. They are -

1.      Leadership/Volunteer opportunities: There are many opportunities to grow, develop and highlight one’s leadership skills. Most associations are run on volunteerism which can range from being on the Board of Directors, to being a Mentor, or even to help organize an event. All are opportunities to expand knowledge base, influence and overall network. Membership will typically give access to free or low cost links to professional journals and/or various publications, industry standards and trends, as well as changes in legislation, how changes can impact the profession and how to prepare.

2.      Award opportunities: Any award is great, but being recognized within the profession or industry is a particularly impressive way to boost the resume. Being recognized by one’s peers is indicative of the overall performance and capabilities.

3.      Continuing education: Membership in a professional organization is particularly beneficial for those who work in the specific industry because these associations typically hold educational meetings that provide updates on the issues that affect their jobs. From recent changes in the law to new technological tools that will make their tasks easier, events and trainings hosted by these organizations provide continuing education to help stay updated on virtually everything happening around.

4.      Mentoring programs: One of the greatest benefits of joining a professional organization is the opportunity it provides. Membership offers the ability to learn the industry from someone who has been working in it for years. Or can give back by sharing the expertise with someone new to the field. These authentic mentoring relationships beat paying money to some proclaimed expert any day.

5.      Networking opportunities: Professional associations usually offer numerous events throughout the year that allow professionals to network with their peers, including local events and annual conferences. Many of these conferences are intended as a way for members to connect with local and national leaders within the industry to expand their professional networks.

6.      Access to resources: Another benefit is the access to newsletters, magazines and other publications that can offer helpful information about the industry. Such resources may also provide news about upcoming events, conferences, meetings, and even career opportunities not publicized elsewhere.

7.      New perspective: Professionals are often extremely busy and can get stuck in their own schedules. Being around other industry professionals with different viewpoints will expose to new ideas and outlooks. This can have a very positive effect not only on the personal growth and development but impact the overall success of the firm as well.

8.      Professional development:  Most associations for professionals provide some form of professional development opportunities. These come in the form of workshops, online classes, or member-only materials. Development opportunities from an association are intended for personal and professional improvement, even if it does not benefit the firm right away.

9.      Getting the name: Professional organizations can be a great way to increase one’s own visibility, as well as that of the employer. This increased visibility can be essential when trying to enhance professional brand, especially in the beginning of the career and can help the firm grow, since potential clients like to do business with a familiar face.

10.  Time to recharge: Late nights and weekends spent in the office are commonplace for professionals. But being a member of a professional community will get out of the firm to connect with like-minded professionals who are likely to share at least some of the same interests.

International Professional Bodies:

According to information from the Events Industry Council (EIC), there are over 30 member organizations representing a large network of event management professionals worldwide, making it a significant indicator of the number of active event management associations globally. Let us see some of the notable Associations in USA.

MPI, Meeting Professionals International: It is the largest international events association, with a strong and influential voice in the industry. MPI offers both networking opportunities for its members and educational resources. There are over 18,500 members and around 80 MPI chapters in 22 countries. With MPI Membership, event association members would be joining an international community of professionals where one can form strong business and social bonds and stay informed on industry insights and trends.

NACE, National Association for Catering and Events: It is the premier destination for catering and event professionals of all backgrounds, specialties, and experience levels. Its members are a vibrant community of innovators, organizers and creators who look for resources and networks that help them thrive. It provides education, certification and a network of resources for members in all segments of the catering and events industry.  

WIPA, Wedding Industry Professionals Association: It is an association for leading wedding professionals in North America and around the world. Its mission is to provide industry leading education to its members, produce inspirational networking events and advance the ethical standards of the wedding industry. It has 21 chapters.

IAEE, International Association of Exhibitions and Events: It now serves as the leader of the global exhibition industry, with the majority of its members being directly involved in all aspects of buyer-seller events. It is about professional development, industry news, and advocating for better exhibition practices worldwide. It has chapters in 50 different countries. Members enjoy service partner discounts and advocacy in both government policy-making and general media as well as community gained from local chapter participation.

SEPA, Student Event Planners Association: It is for the students pursuing higher education in any field related to event planning for both corporate and private events. It is about forming tomorrow’s leaders in the events industry through passionate engagement, unique career opportunities, and exclusive partnerships that will enhance their academic pursuits. This organization announced in 2019 that they would be closing their doors and would no longer act as the overseer for the many existing chapters on college campuses nationwide. However, some groups are still active as independent entities. 

PCMA, Professional Convention Management Association: It is for anyone who plans, executes or partners with conventions for live events. The membership criteria specify that one must spend more than 51% of the time in the development, organization and management of meetings, conventions, exhibitions and seminars. Networking on a global level is the primary function of this organization but they also provide peer-to-peer education as well as an impressive amount of educational resources you can use to obtain additional certifications. There are separate student chapters on campuses all over the U.S. The membership perks are online boot camps, exclusive recorded lectures, event ticket discounts, and members-only resources like forums, directories, etc.

APA, American Planning Association: Although people from other countries are allowed to participate, the program does largely cater to event professionals in the 50 states of America. It has members in over 100 countries. Their various membership levels focus on students, academics, planners, and commissioners. It helps event planners at every stage of their career. From giving students the tools they need to kick start their life after school to helping established planners navigate every region and discipline of the profession, APA has something for everyone regardless of where they are in their education or in the world. They have about active chapters within the U.S. and the membership perks are training workshops and awards.

ICCA, International Congress and Convention Association: Any event planner or supplier who primarily deals with large scale, global events can become members. For suppliers, membership is limited to those who have experience with handling, transporting, and accommodating corporate events in almost 100 countries worldwide. It is about networking, education, and self-promotion opportunities are the driving force behind this association. It has 11 chapters that cover the majority of the world. The perks are that the suppliers benefit from winning more business, continuing their education, and expanding their network while associations gain access to tailored supplier bids, advice on request for proposals, and industry event invitations.

CEMA, Corporate Events Marketing Association: Unlike the other associations, CEMA is targeted specifically toward event marketing professionals. CEMA serves as a “thought leadership association” in that it fosters a community of event marketing professionals that share their expertise and experiences in order to further advance industry best practices. It also publishes white papers and maintains a blog in order to create relevant content for event marketing professionals. There are many perks to joining CEMA.

Eventovation: It is Event Ovation, a fastest growing online community for people in the event planning world. With nearly 800 members, Event ovation is an online forum and live networking series that facilitates learning and networking between event experts. Members who belong to Event ovation range from corporate event planners for companies like Hewlett Packard to freelance organizers and event technology experts.

Professional Associations in India:

It is not that other countries do not have professional associations for event management service industry but America has got majority of such organisations. In India, EEMA i.e. Event and Entertainment Management Association is the first and the only body of its kind, which seeks to bring together the country’s leading event management, sports management and brand activation companies, wedding planners, experiential marketers, entertainment professionals, artist management companies and international counterparts on the same platform. EEMA is the only national association with a unified voice that leads dialogue within its members and with Govt, statutory bodies, taxation authorities, private and municipal licensing bodies, corporate industry, vendors and artists. EEMA is setting industry standards that guide its members and has prescribed a Code of Conduct for its members and their employees. EEMA, is an autonomous, non-profit body of registered companies, institutions and professionals that operate within India’s Events and Experiential marketing industry. The industry has observed an exponential growth in the past two decades with more than 1000 entities operating in various levels and segments that are spread across 100+ Indian cities. Over the years, EEMA has also been instrumental in organizing the coming together of industry stakeholders at its annual convention EEMAGINE. Since its incorporation in 2008, EEMA has rapidly grown in membership to include all significant organised players across the length and breadth of the country, and it is estimated that close to 80% of the organized revenue in this space, is represented through EEMA members. It also introduced EEMAX Global Awards are considered as the most coveted awards of the experiential industry. These awards celebrate and recognize top honours in categories including corporate events, consumer experiences, exhibitions, social events etc.

Summary:

It is important for the event managers and event planners to connect with event management associations or organisations for further network and opportunities for future business and learning.  There should be a common discipline and ethics for professionals to keep up the dignity and decorum of the business. Here lies the need for an Association of professionals that can facilitate such conversations and keep the professionals together. These associations host events targeted at event and meeting planners, provide education on industry content and enable event professionals to connect with peers to share knowledge and even relieve a little stress. One of the biggest challenges that event planners have to face is keeping up with the speed of change. Technology, upcoming trends, and attendee expectations are constantly and rapidly changing. Event planners need to stay on top of these changes to continue improving their event planning skills and creating unique experiences. Becoming a member of an event planning association is a great opportunity to advance the business or event management business and also address the challenges. Being social by nature, event organizers can join any of several professional associations.  However, it is critical to choose one that is a good fit for the business. 

Frequently Asked Questions:

1.      What is an event management professional body mean?

2.      What is the role of a professional body?

3.      What is a professional membership?

4.      What are the benefits of joining such professional body?

5.      Which is the best event management professional body in India?

Answers to FAQs:

There needs a common place where all the professional event managers, event companies meet to share their expertise and learn from each other. There should be a common discipline and ethics for professionals to keep up the dignity and decorum of the business. Here comes the need for an Association of professionals that can facilitate such conversations and keep the professionals together. These associations host events targeted at event and meeting planners, provide education on industry content and enable event pros to connect with peers to share knowledge and even relieve a little stress.

The overall role of a professional body is to facilitate the professional needs and interests of its members. Membership of any professional body gives you access to membership benefits specific to that institute. The roles of a professional body vary depending on the type of professional body that they are, for example, professional engineering institutions/bodies will be able to facilitate their members’ professional development through engineering-specific, industry-related benefits.

Professional membership is the status that a member is given when they have joined a professional body. Professional memberships aim to support individuals professionally and aid them in progressing within their career/profession. It is an opportunity for industry professionals, such as professional engineers, to join an organisation that represents their work ethic and values to employers and clients.

Putting the membership on the resume instantly communicates that one is interested in staying connected and are committed to the field. Once joined a professional association one instantly connected with like-minded professionals on the local and sometimes even global level. They can have access to thought leaders in the industry and potential hiring managers for the next career move. Moreover, one can have easy access to Idea, networking etc., Associations are a great place to get assistance as there are probably others who have already encountered the issue and can provide insight to their experience.

EEMA is the first and only body of its kind, which seeks to bring together the country’s leading Event Management, Sports Management and Brand Activation companies, Wedding Planners, Experiential Marketers, Entertainment Professionals, Artist Management Companies and International counterparts on the same platform. EEMA today is the only national association with a unified voice that leads dialogue within its members and with government, Statutory Bodies, Taxation Authorities, Private and Municipal Licensing Bodies, Corporate Industry, Vendors and Artists. EEMA is setting Industry Standards that guide its members and has prescribed a Code of Conduct for its members and their employees.

Multiple Choice Questions (MCQs):

1. Event Professional Body is for ____________ professionals

a)      Marketing

b)      Finance

c)      Technology

d)      Event

2. Event Professional Body facilitates its members to ____________

a)      Meet and Greet

b)      Provide networking opportunity

c)      Career opportunity, business leads

d)      All of them

3. Indian Event Management Professional Body is__________________

a)      EEMA

b)      CEMA

c)      ICCA

d)      APA

4. ____________ is the online forum of event professional body

a)      Eventovation

b)      Events for you

c)      Events Club

d)      Coolevents

5) Important skill required to be an Event Planner is ______________

a)      Businessman

b)      Creative person

c)      Musician

d)      Team leader

Keys to MCQs: 1 (d), 2 (d), 3 (a), 4 (a), 5 (d)

Glossary:

Organisational skills: Planners keep client timelines on schedule, budgets in check, and details running like a well-oiled machine” from the strategy stages to the post-event checklist. Planners should be able to recall even the smallest of details, meet deadlines, schedule deliveries and setups, and be on time with everything with a smile.

EEMA:  The professional association of event managers in India that seeks to bring together the country’s leading Event Management, Sports Management and Brand Activation companies, MICE and Wedding Planners, Experiential Marketers, Entertainment Professionals, Artist Management Companies and International counterparts on the same platform.

Eventovation: It is the online community for people in the event planning world. With nearly 800 members, Event ovation is an online forum and live networking series that facilitates learning and networking between event experts. Members who belong to Event ovation range from corporate event planners for companies like Hewlett Packard, to freelance organizers, and event technology experts.

Professional membership is the status that a member is given when they have joined a professional body. Professional memberships aim to support individuals professionally and aid them in progressing within their career/profession. It is an opportunity for industry professionals, such as professional engineers, to join an organisation that represents their work ethic and values to employers and clients.

Mentoring programs: Programs that offer the ability to learn the industry from someone who has been working in it for years. Or you can give back by sharing your expertise with someone new to the field. These authentic mentoring relationships beat paying money to some proclaimed expert any day.

Customized Solutions: We collaborate closely with event professionals to understand their unique equipment requirements and budget constraints, delivering customised rental solutions that align perfectly with their event needs.

Government: It is the system governing an organized community, generally a state. Government consists of legislature, executive and judiciary. Government is a means by which organizational policies are enforced, as well as a mechanism for determining policy. Government has a kind of constitution which is a statement of its governing principles and philosophy.

Statutory Body: A statutory body is an organization or institution that is established by law and has the authority to implement legislation, pass laws, and make decisions on behalf of a country or state. Statutory bodies are also known as statutory authorities.  

Taxation Authorities: Governmental Authority or other fiscal, revenue, customs or excise authority, body or official competent to impose, collect or assess tax like IT Dept, GST Dept, Local bodies etc

Licensing Body: A licensing body is an organization or agency that issues licenses, certificates, or permits to individuals to practice a profession. Licensing bodies can also regulate a profession, including its training, education, or qualifications.

Key words: 

Event, Association, Organisation, Professional Body, Education, Skills, Networking, Experience, Membership, Resilience, Adaptability,

Y. Babji,

Editor, Public Relations Voice

Academic Counsellor, Public Relations (since 1989)

AP Open University/Dr.BR Ambedkar Open University