If you own a company in the public relations (PR) industry, you would do well to partner with professional public relations organizations to strengthen your business expertise and credibility. Industry organizations bring together professionals with similar goals and challenges. Members of industry organizations come from across company divisions, but all share the same objective of expanding their knowledge.

Becoming a member of the right organization opens the door to a wealth of expertise. You will be exposed to many networking opportunities, information and resources. Additionally, public relations societies may also provide invaluable services that include new products, education opportunities and industry support.

When looking for membership with a PR group, remember the following:

1. Make sure the association you're interested in is credible. Check BBB or other industry accreditations.

2. An industry organization is a resource to turn to with questions or concerns regarding your business.

3. Many national public relations organizations don’t stipulate membership for certification.

Action Steps
The best contacts and resources to help you get it done

Become a member of an accredited public relations consultants association

Although many organizations offer information, tools and resources to non-members, you can benefit substantially from becoming a member. Membership opens the door to additional services, products and representation. Register as a business rather than as just an individual, if possible, so your employees can benefit from the membership.

I recommend: The Council of Public Relations Firms provides legal documents, group insurance plans and standard agency-client documents to its members. The North American Association of Independent PR Agencies (NAIPRA) offers membership to independent PR-only businesses.

Join PR associations that offer a full schedule of events and conferences

Events and conferences are a boon to any business. They give you an opportunity to network and share issues with industry peers. More importantly, they give your company exposure within the industry, and provide you an opportunity to further your relationships with other businesses. Try and pick organizations with nationally-recognized events.

I recommend: Institute for Public Relations (IPR) and the National Council for Marketing & Public Relations (NCMPR) both offer a diverse calendar of national conferences and seminars.

Opt for PR organizations that offer awards programs

Winning awards from accredited organizations reflects positively on a business. Usually members have to be nominated for awards, but each organization has various requirements and expectations. You may have to be a member to enroll.

I recommend: The Public Relations Society of America (PRSA) recognizes PR excellence through several awards programs, including the Silver Anvil, the Bronze Anvil and other individual awards. National School of Public Relations (NSPRA) recognizes contributions in communication and PR by sponsoring their own awards program.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  If you're considering professional public relations associations for their online resources, look for active forums where you can discuss issues with industry experts in real time