I have blogged in the past about the role of professional associations in a world where there are meetups and all sorts of similar professional development opportunities that can be had for free.

I argued, at the time, that the proliferation of low or no-cost PD opportunities was a threat to traditional groups such as IABC or CPRS.

But an event coming up next week is an example of how professional associations can counter that trend.

Trends 2013” is a three-day conference organized by the eastern Canada division of IABC, the International Association of Business Communicators. Three days is a long time for anyone to devote to a conference, and even longer for someone in my self-employed position, where time is quite literally money. That’s why I was pleased to be approached to attend the event in exchange for some help in promoting it to… people like you, who read this blog.

But frankly, I would have considered attending this event even if I was paying for it. Why? Synergy.

I know some of the people presenting at Trends 2013. There’s my friend Danny Brown of Jugnoo and my friend Andrea Tomkins. There’s Michael Geist, who I got to know during my time at uOttawa. There’s Caroline Kealey of Ingenium Communications, creators of the Results Map. Donna Papacosta, who I have long admired from afar. Anick Losier, now of Canada Post and jack of all trades Gord McIntosh. And those are just the people that I really know. Even Industry Minister Tony Clement will be speaking at the conference, and while I think his government has done a poor job with social media, he’s a proficient user. So I want to hear from him about that.

There are a large number of people who have sterling resumes and reputations who I haven’t had the pleasure of meeting yet.

So for my money, what this Trends 2013 conference will offer attendees a chance to meet several dozen incredibly smart and engaging presenters. These people are difficult to get together, all in one place. Sometimes it takes the resources of an organization like this to bring them together and fund a conference like this.

So go. I look forward to bringing the things I learn at the conference back to my clients and to my students at Algonquin College and Eliquo. And to sweeten the deal, you have a chance to go as my guest. I want you to tell me in the comments what you think the most important trend facing communicators in 2013 is and why.

I will choose one of the responses on October 29, and that person will get a complimentary day pass to the conference for either November 2 or 3. Get writing, and I’ll see you there.

And if you’re writing about this conference, why not use the hashtag #Cdniabc12 ?

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