by Ed Barks

Staying at the top of your game is never easy. But by making a commitment to lifelong learning, you can stay sharp, focused, relevant, and ahead of your competition.

Sure, the kids get to frolic all summer long. But, for better or worse, association executives have no such luxury. Lifelong learning is a must for those who hope to advance their careers. Indeed, in today's economy, taking steps to advance your professional development may be necessary just to hold on to your job.

You may have responsibility for anything from membership retention to communications to government relations. No matter your area of concentration, it is important to recognize that the need for lifelong learning extends beyond the CEO's corner office. Continuing education is a necessity for professional survival.

Learning is a process, not an event. As a communications consultant, all too often I see executives who studiously ignore the need for lifelong learning. And I admit I am baffled. How can a well-educated, well-intentioned individual exit a media training or presentation skills workshop boasting that he has been "trained"?

Naturally, reinforcing the need for lifelong learning should be a cornerstone of any professional development endeavor. In the example above, all I can do is preach the lifelong-learning gospel and hope for the best, knowing that these executives—unless they shift their perspectives—will have a tough time broadcasting their associations' messages effectively through the media or persuading important audiences.

The fact is polished communicators and authorities in any field are dedicated lifelong learners. They realize the only way to keep their careers moving forward involves practice and learning over time.

How do they go about learning?

Passive learning strategies work can work for you in the beginning. A good place to start for many who are beginning their professional development journey involves passive methods such as books, magazines, online articles, videos, podcasts, and webinars.

These passive strategies are fine, up to a point. However, many association executives (particularly at a more senior level) face pressure-cooker situations that call for a more active strategy.

For example, you may find yourself moderating a workshop at your annual meeting, unveiling an important new endeavor to your board, or explaining the value of membership in your association to a reporter. When there's a lot riding on the outcome, the times dictate an active, hands-on learning strategy.

Of course, professional development serves as a separator that sets the committed lifelong learner a notch or two above the out-and-out slacker. The ability to follow through on that commitment could spell the difference between getting—or keeping—your job.

Have a plan. Successful association executives realize that the development of a constructive lifelong learning plan is imperative if meaningful professional development is to take place. Depending on your expertise, you may be able to create this plan internally, or you may need to go outside your association to get it done. Regardless, it is wise to solicit the guidance of a seasoned expert who knows how to help you overcome the obstacles you face.

Your expert must be capable of helping you map out and execute that plan and be capable of steering your progress as your professional development advances. To cite examples from the communications realm, if your goals include graduating from speaking to a dozen colleagues in your office to delivering the keynote at your annual meeting or expanding your quotability from the trade press to The New York Times, your lifelong learning plan becomes critical to your success.

School is never out. Your kids are on summer vacation. Good for them. Take a bit of time off and enjoy some family fun. At the same time, don't neglect your commitment to lifelong learning. School is never out for the successful association executive. Your career depends on it.

--------------------------------

Copyright © 2009, Edward J. Barks.

Ed Barks is president of Barks Communications in Berryville, Virginia. He works with corporate and association executives who need a magnetic message and sharp communications skills, and with public affairs and public relations consultants who counsel their bosses and clients. He is also the author of The Truth About Public Speaking: The Three Keys to Great Presentations. Learn more at www.barkscomm.com. Contact Ed at 540-955-0600 or by e-mail..