Is it just me or does it seem like everybody is trying to get big stuff done before the unofficial start of summer? It’s been a busy week of deadlines.

This week, I talk about whether professional memberships are good for business (and why I ended a long-term affiliation).

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— Ann Gynn

🟩 ATTRACT → 🟧 convert → ⬜ RETAIN → ⬛ AMPLIFY

Q: I know professional organizations are supposed to be good for networking and skill development. But I’m on a limited budget and don’t have a lot of time. Is it worth paying for a member in an industry group?

A: Maybe. It’s worth analyzing each opportunity from a what-can-it-do-for-me/my-business perspective.

Credentials. Would adding this organization to your profile enhance your credibility? Is it a well-known organization with your prospects? Does this organization offer credentialing opportunities? 

I joined the Public Relations Society of America shortly after leaving journalism for the PR/marketing field. I wanted to immediately connect my name to the PR industry. It also allowed me to take the Accredited in Public Relations (APR) exam. My local chapter provided a study class at no additional cost. When I earned my APR, I added the letters to my signature line and LinkedIn profile.

Connections. Would you benefit from meeting and networking with this group’s members? It doesn’t mean you’ll get more clients. It could mean referrals or potential partners. 

If one-on-one connections are important and the organization relies primarily on virtual gatherings, it may not be the best opportunity. In-person opportunities usually have a bigger effect on the connections element.

With PRSA, I met someone whom I would later hire for an eight-month client project because I knew she had the skills and was a reliable person.

Content. Do they provide continuing education opportunities? Do they deliver them in formats and times that work for you? Are they free with memberships or do they offer discounts on admission? Do they have active communication channels, whether that’s a newsletter, magazine, video series, etc.? 

My APR credential required CE hours, so I was “forced” to do professional development.. Without that, I’m not sure I would have made the time to learn.

Contributions. Does this organization encourage member participation? Are there opportunities to take on leadership roles? Do they have opportunities where you could present, comment, or write?

I gained my first speaking engagements at PRSA events after they issued open calls for presenters. Often, local chapters or niche sections don’t receive as many speaker submissions, so it’s easier to get your foot in the door. And when its national publication wanted stories from solo practitioners about how they got started, I raised my hand (well, I typed an email).

Can’t afford the membership fee? Look for one-off opportunities or free events they may have. They’ll still let you connect and access the content.

Finally, take time each year to reassess your memberships. You may find the organization no longer delivers what you need. A few years ago, I ended my PRSA membership. My business wasn’t as focused on PR to justify the annual fee.

Got a question you’d like me to answer in a future edition of The Hotline? Call or text Marketing By One Hotline: +1.440.661.3984.

This week: List every professional organization you currently belong to (or have belonged to in the past). Rate each one on the four Cs — Credentials, Connections, Content, Contributions. Where does it deliver? Where does it fall short? 

If you're not a member anywhere, identify one organization worth exploring and check whether they have any free or one-off events before you commit.

OK, I got frustrated with Claude this week. I wanted it to help me with a slide deck—the same presentation we worked together on earlier. But despite my sharing the completed slides and asking it to do something similar, Claude couldn’t deliver on the first or second try.

I ended up limiting what I asked of Claude — focusing on having it create the visual elements so I could add the PNG files to the slide. And I went old-school by duplicating the slide in PowerPoint and adjusting it by hand to fit the new content.

It’s a common dilemma that I don’t have the answer to. When do you stop using the AI tool because it’s taking more time than doing it yourself?

Have any AI tricks of your own? Hit reply, call, or text the Marketing By One Hotline: +1.440.661.3984.

Then the wrong slides end up in the next client deck.

SlideHub gives teams one place to work from, so approved content is easier to find, easier to trust, and easier to keep consistent across decks.

See how

💡 Got an AIdea? Google for Startups issued the AI Agents Challenge, a program for startups ready to move from prototypes to production-ready systems. Applications are due June 5.

🙏 Don’t beg: How do you get people to sign up for your event or take any action now? Behavioral scientist Nancy Harhut has some ideas.

0️⃣ Zero matters: Rand Fishkin shares that Condé Nast CEO Roger Lynch has directed all the company's brands to operate as if search traffic to their properties will be zero. Yes, the zero-click world is here.

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Got a question you’d like me to answer in The Hotline? Email me or DM me on LinkedIn. Even better: Text or leave a message on the Marketing By One Hotline: +1.440.661.3984.