The shippers, the truckers, the cleaners and even the packers have one – in fact, one could argue, industry associations are two a penny nowadays. With many associations struggling to retain membership while also endlessly trying to convince already overworked company employees to join up as volunteers in an effort to try and satisfy the diverse needs of all its members, the question arises – do these organisations still have a role to play in post-recession business? FTW’s Liesl Venter spoke to three industry experts to determine the importance of industry associations. Do industry associations still have a role to play Associations, first and foremost, provide a muchneeded voice for industries, says Catherine Larkin, industry expert and owner of CVLC Public Relations Company. Involved with the Road Freight Association (RFA), the Chartered Institute of Logistics and Transport (Ciltsa) and the Public Relations Institute of South Africa (Prisa), Larkin believes the joining of an industry association should be high on the priority list of any company. “Industry associations have a vital role to play in that they help to raise the standards that benefit a company, its employees and customers, while also influencing public policy.” Add to that the fact that they represent the industry to organised labour, government and other stakeholders, associations provide an important lobbying and unified voice that advances any industry’s agenda while also ensuring co-operation with similar organisations internationally. Tony d’Almeida, who is extensively involved with the South African Association of Freight Forwarders (Saaff), the RFA, Business Unity South Africa, NBC RFI and Teta, says not only are they obligatory elements when one looks at the Acts governing bodies such as Teta, but they are also valuable as they ensure you are part of a “tribe” that not only benefits the company, but more often the career of the individual. Thato Tsautse, CEO of the South African Association of Ship Operators and Agents (Saasoa), says there is no denying the importance of a unified voice in “bringing the attention of other stakeholders to bear on pressing matters affecting the industry as a whole”. Also involved in the Maritime Law Association Tsautse says a fragmented approach from numerous industry role-players achieves little, bar the promotion of parochial interests. “Associations also serve as a platform to facilitate easy access to the industry players by other stakeholders.” What is the point of joining an association, and what does it do for a member? Catherine Larkin: It allows for access to current information from a wide industry network, while membership also offers valuable opportunities to increase the competitiveness of members’ businesses and help with day-to-day operational issues. Tony d’Almeida: Members of associations have access to influencing outcomes, and also first hand information, which allows for crucial capacity building. Associations also play a major role when it comes to representing the industry in terms of wage and employment conditions as well as skills development and implementation of the various government acts such as broad-based black economic empowerment. Thato Tsautse: Associations provide member companies with a sense of comfort, knowing matters of concern are being championed on their behalf. Measuring success Any organisation is only as strong as the combined strength of its members, say the experts. “Key deliverables of the association must be met on a regular basis and a revision of all the main objectives, in line with changing or evolving needs, must be undertaken as and when necessary,” says Tsautse. “An association that commands respect of its main stakeholders and the very members it represents is the sign of an effective association.” Larkin agrees saying that pro-active participation is extremely necessary. “Getting the most out of any professional association membership is like anything else in life – you are going to get out as much as you put into it. Those members that actively participate in the association’s structures and activities benefit the most. Membership-based organisations thrive on the input of their members.” And associations can be fun, says D’Almeida. “Important knowledge is often gained and value derived from the interaction and networking that comes with participating in an association. I believe those reconsidering their membership to an organisation should do so on a risk analysis, but measuring its success ought to be viewed through the collegiate perspective.”
