The Business of Certification

Certification programs can be major revenue-generating and highly prestigious vehicles for associations. At AMG, we believe that credentialing, unlike other association programs and services, is truly a business and should be run as such. Over the last decade, AMG has delivered management solutions, combined with business and strategic thinking, for a number of very successful programs. Currently, five AMG client organizations have, or are developing, credentials for their professions: the Board for Registered Polysomnographic Technologists (BRPT); Hospitality Sales and Marketing Association International (HSMAI); the Society for Maintenance and Reliability Professionals (SMRP); the International Society for the Study of Dissociation (ISSD); and, the Retail Bakers of America (RBA).

The proliferation of certification programs over the past several years is a testament to the demand for professional standards, and many associations and societies are answering the call by getting into the business. Much is at stake, however, for any organization relying on an "if we build it, they will come" philosophy. AMG’s business approach to developing, managing and marketing client certification programs has helped establish our firm’s reputation for putting clients on the fast track to success.

Attaining significant results takes experienced certification experts who understand certification best practices and the challenges associated with certification implementation. Organizations must be ready to: develop and implement business planning strategies beyond marketing; manage programs with flawless execution; expand globally as opportunity warrants; and, employ technological advancements to facilitate test-taking, and enhance customer appeal and satisfaction.

For the past 12 years, AMG and its certification clients have gained experiential learning as together we have worked through the challenges as well as the opportunities certification programs present. The result has been a deeper understanding at AMG of the business of certification: an understanding we believe will truly benefit current and future clients. [contents]

Did you know?
Highlights from several of the more than 16 AMG client partners

The Hospitality Sales and Marketing Association International (HSMAI) just launched two new certifications in response to industry demand: the Certified Revenue Management Executive (CRME) and the Certified in Hospitality Sales Competencies (CHSC) designation. HSMAI continues to offer career development and training with professional certification as a Certified Hospitality Marketing Executive (CHME). These certifications enable individuals in the hospitality industry to advance and confirm their knowledge, experience and capabilities.

The Board of Registered Polysomnographic Technologists (BRPT) is adhering to best practices for credentialing programs and working to ensure that the Registered Polysomnographic Technologist (RPSGT) certification continues to be recognized as the leading credential for polysomnographic technologists by the medical community, allied health professions, legislative bodies and other regulatory decision-makers and the public. There are more than 9,000 RPSGT professionals, an increase of 4,000 since the organization came to AMG in 2003. BRPT recently introduced computer-based testing increasing the number of days testing was available from two to 48. Additionally, BRPT has expanded the number of US testing sites from 50 to 200 over the past three years with almost that many international sites as well. The organization has revised its certification policies and standards of conduct and ethics and is preparing for national accreditation for the program.

The Retail Bakers of America (RBA) raises professional standards and verifies the knowledge, skills and abilities professional bakers bring to the marketplace. RBA certification benefits four types of retail bakers and includes the following designations: Certified Journey Baker (CJB), Certified Baker (CB), Certified Decorator (CD) and Certified Master Baker (CMB).

The Society of Maintenance and Reliability Professionals Certifying Organization (SMRPCO) offers Certification for Maintenance and Reliability Professionals (CMRP). SMRPCO recognizes that maintenance and reliability leaders gain their capabilities through a mix of work experience, education and mentoring. Currently, there are 1400 CMRP's and in joining AMG the organization now has the structure to expand its certification globally.

The International Society for the Study of Dissociation (ISSD) credential, targeting psychiatrists, sociologists and social workers, will specialize in the study, treatment and dissociation of chronic child abuse, involving both physical and verbal. The committee and ISSD are working on a certification program that will be implemented in 2007. [contents]

President, The International Society for Study of Dissociation (ISSD), Dr. Eli Somer

Dr. Eli Somer was elected president of ISSD in 2005. He is a clinical psychologist who focuses on the psychological outcome of mental trauma, both acute and chronic.

What do you find most rewarding about serving as a leader of an international association?
The ISSD has been international mostly in name. When the (generally North American) membership of the ISSD elected me, an Israeli, to lead the organization, my mission, as I understood it, was to help the society grow to become a truly global organization. I have dedicated great effort to promoting this mission and implementing steps to help accomplish our goal including: moving to AMG; changing our organization's name and enlisting help from our European component group. While the fruits of these efforts may ripen only after I am no longer in office, I am immensely gratified to have laid the foundation for an exciting future.

How do you think your role is helped by working with your AMG staff?
For more than half of my term, I have led the organization without staff support because the ISSD was in transition between two management companies. I have relied mostly on my officers and key volunteers to keep the organization functioning as smoothly as possible. It was only recently that we began working with a new executive director which has been a mutual learning process. It is already apparent, however, that we are fortunate to have been assigned a highly dedicated program manager and that we have recruited an experienced, brilliant executive director. I am confident that with AMG's backing, this staff is going to be a key factor in moving the ISSD towards achieving its strategic goals.

What is your greatest challenge as president of ISSD?
My greatest challenge is related to leading an American-based organization with a mostly North American membership from Israel. The challenges are numerous. Being unfamiliar with the American corporate, legal, financial and professional culture requires constant learning and careful appraisal of my leadership style and executive decisions. Having to operate in a different time zone and needing to communicate in a foreign language has added more pressure to my already complex role.

In the long run, what lessons will you have learned from serving as a leader of an international association?
My career has included such leadership positions as clinical director of a mental health clinic; an academic head of a university program; and, a military officer. I think that my biggest lesson will have been related to working with volunteers. Motivating individuals to give more of their meager free time, being critical of unpaid leaders and demanding better service than that which they had been kind enough to donate is an art that I had to learn on this job and an experience I will cherish. [contents]

AMG’s Creative Design Wins First Place in the 2005 Association TRENDS All Media Contest

When it comes to creativity, imagination and originality, AMG’s Creative Design Department is unbeatable. AMG's Creative Design department won first place in the Convention Program category with the World Airline Entertainment Association's (WAEA) 26th Annual Conference & Exhibition Handbook. Teresa Gutsick, AMG's art director, accepted the award at a banquet held by Association TRENDS on February 10, 2006, along with WAEA staff members John Fiegel, Amy Crolius and Jeanne Molumby who worked with Creative Design on the project. "We are always excited when a piece we've designed in our department gets recognition,” said Gutsick. “It illustrates what can result from great client collaboration and a very talented design staff." Association TRENDS is a national newspaper for association executives and suppliers providing the latest news, information and trends in association management for the professional staff of international, national, state, regional and local voluntary organizations. [contents]

Roberto Quiñones: Quest for Leadership Excellence

Roberto Quiñones, executive director of the Tortilla Industry Association (TIA), was selected as a 2006-07 scholar for the Diversity Executive Leadership Program (DELP) by the American Society of Association Executives (ASAE) & the Center for Association Leadership. As a DELP scholar, Quiñones will participate in a leadership program of education and volunteer service in the association community. The scholarship includes an ASAE conference registration, training programs and special sessions, paid travel and accommodations. The process is very competitive and being awarded this fellowship is a distinction. “It’s quite an exclusive honor to be selected one of only 10 scholars this year and only 45 DELP scholars to date,” Quiñones said. “I want to build bridges between the association community and the diverse professional community. I want to help ASAE develop their pipeline of potential members and association professionals with diverse candidates who should be involved with ASAE but aren’t currently. Hopefully, I can help the younger age group identify career opportunities within the association profession and help diversify the profile of the association community by promoting the skills and best practices available and reaching out to diverse professionals more effectively."

In addition to his impressive professional career most recently with AARP Services, Inc., Quiñones has founded the DC Hispanic Employee Network and works with numerous DC area national organizations including the Self Reliance Foundation, National Society of Hispanic MBAs, and the Hispanic Scholarship Fund. He currently serves on the board of the National Hispanic Council on Aging and has served on the boards of the National Hispanic Corporate Council, AT&T HISPA, the Wyndham Hotels External Diversity Advisory Board and Project Blueprint of Somerset County United Way. His recognitions include receiving the 2003 NSHMBA Brillante Member Service Award. [contents]

AMG Welcomes Three New Executive Directors

Patrick Winters, executive director of the Society for Maintenance and Reliability Professionals (SMRP), Patti Wysocki, executive director of the Specialized Information Publishers Association (SIPA), and Gregg Robinson, CAE.

Gregg Robinson, CAE is the new executive director of The International Society for the Study of Dissociation (ISSD).

What do you expect to accomplish this year as the new executive director of ISSD?
One of the biggest challenges has been the transition from a management situation in which the volunteer leadership was performing most of the administrative and operational activities of the organization. Our staff will remove that burden from volunteer leaders enabling them to focus on the big picture and the future of the society. It will take some time, but we will get there. Additionally, we are working on: identifying projects and programs such as certification that will propel the profession and the role of the society within the profession forward; establishing collaborative working arrangements with related societies; and increasing our membership. Our membership goal is 3,000 individuals and in a couple of years we would like to grow to between 4,000 and 5,000. Membership recruitment is a top priority.

How will you, as executive director and being part of AMG, benefit the society?
I bring more than 19 years of senior-level management of 15 different associations ranging in size from 250 members to 16,000 members. I am a certified association executive skilled in association best practices that will serve ISSD well as we move the organization forward. Our dedicated staff at AMG is most willing and capable to continue to build on the success of the organization.

I think it is important to understand your organization, the members it represents and the vision of its leaders and members. I am working with psychologists and social workers who deal with very emotional issues every day in their professional lives and understanding their mindsets and perspectives is critical to successfully implementing the operations of the organization. These are busy people who are very passionate about their profession, the disorder, and their patients. We are developing a trusting relationship built on mutual respect supported by the management infrastructure of one of the best association management companies in the country.

One of the benefits of being an executive director within AMG is the access to a large pool of client leaders of various organizations. I will be hard pressed not to find someone who has had experience in any issues that arise. The AMG network of association experts provides a constant source of knowledge and reliable solutions that I can bring to ISSD when developing programs such as certification or handling governance challenges. The resource of expertise is invaluable within AMG. [contents]

AMG Welcomes the Specialized Information Publishers Association (SIPA)
Formerly the Newsletter & Electronic Publishers Association (NEPA)

In a world where technology is advancing rapidly, change is inevitable and change is critical to survival in the publishing industry. From traditional newsletters to online services and e-zines, publishers today are challenged to keep pace with new media delivery tools and customer demands for specialized information. SIPA is helping the industry define its identity and is providing the resources publishers need to remain competitive in a dynamic business environment.

While member companies continue expanding product lines and services far beyond “traditional” newsletters, online services, e-zines, audio conferences, directories, live events, reports, etc. — all once considered “ancillary” — are now key to serving our customers and growing our businesses, notes Patti Wysocki, executive director of NEPA for the past 12 years.

“The industry has changed,” said Wysocki, “The new name, Specialized Information Publishers Association, describes what our members are now doing. They are disseminating content information through the media. The hope is to add to NEPA’s expertise and to build on the base of services it offers to attract more members. While our name has changed, the contributions of the association’s founding members, the long-standing tradition of camaraderie and the spirit of open idea-exchange will still be the heart of the association.”

Moving the association to AMG facilitates a bittersweet transition for SIPA as Wysocki retires after 22 years with the association this fall. The address has changed and certainly the management infrastructure will be enhanced but the association will continue to provide all the services it has in the past - nothing is being diminished or eliminated.

Wysocki said that the 30 years she has spent in association management has taught her many lessons.

“The hardest thing that I have learned (or at least come to accept) is that you can’t make everyone happy all the time,” said Wysocki. “As a member-service company, we strive to make our members happy, but it doesn’t always happen. What makes one member ecstatic makes another member very unhappy. Building consensus among volunteer groups is one of the biggest challenges of association management.”

Another lesson I’ve learned along the way is that it is all right to make mistakes as long as you learn from them. If you don’t take risks, you won’t grow in the long run. I find it very challenging to make lemonade out of lemons.”

For more information about SIPA visit the Web site at www.newsletters.org.
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AAA Honors the Stars of Life
The American Ambulance Association (AAA) honored about 1300 paramedics, supervisors, communicators and other emergency medical technicians from around the world at a three day convention during the month of May. The event, known as the Stars of Life Celebration, took place in Washington, D.C. While honorees received awards for all of their hard work and dedication in the ambulance service industry, they also met with members of Congress. “It was a wonderful event,” said Maria Bianchi, executive vice president of AAA. “Many of the honorees have never been to Washington D.C. It was a monumental and significant event in their lives.” Photos of the 2006 Stars of Life Award Recipients are available on AAA’s Web site. Click here for more information.

The Association of Hispanic Advertising Agencies (AHAA) held an immigration forum during the month of June in Washington, D.C., designed to to present the facts, figures and opinions of thought-leaders and economists on one aspect of immigration that has yet been identified in the emotional and political arguments: the economic significance of immigrants, particularly Hispanics, as consumers. A panel of experts debated the economic significance of the documented and undocumented migrant population in the U.S. Presentations from various experts and panelists are available on AHAA’s Web site. Click here for more information. During the month of September, AHAA will host its 21st Semi-Annual Conference in Miami. Click here for more information.

Through a multi-million dollar grant from the U.S. Agency for International Development, The Americas Association of Cooperative/Mutual Insurance Societies (AAC/MIS) is working with its member companies in Latin America to:

• develop affordable and innovative insurance policies for low-income women microentrepreneurs in Colombia;
• promote an HIV/AIDS prevention education program in the Dominican Republic reaching over 15,000 insurance cooperative members to date;
• developing unique catastrophic illness insurance policies in the Dominican Republic which do not exclude HIV/AIDS and provide limited healthcare benefits;
• develop capacities for a future insurance cooperative in Nicaragua to provide insurance protections to low income credit union and cooperative members.

The upcoming AAC/MIS XIV Annual Conference will take place in Santo Domingo, Dominican Republic Nov. 8-10, 2006. The theme of this year’s conference is “Enhancing the Competitive Advantage of Cooperative and Mutual Insurance in the Americas.” The conference brings together over 100 people from over 21 countries in North, Central and South America and the Caribbean. For more information, visit the AAC/MIS Web site at www.aacmis.org.

The Association of Fundraising Professionals Washington, D.C. Metro Area Chapter (AFP/DC) and the Direct Marketing Association of Washington (DMAW) have come together for a joint conference. This first-time event, The Fundraising Day Washington: Bridge Conference to Integrated Marketing and Fundraising, took place at the Marriott Wardman Park Hotel July 12-14, 2006 in Washington, D.C. and was a tremendous success. "More than 1,000 attendees exhibitors and sponsors attended this unique event," says John Ganoe, executive director, AFP/DC. Visit AFP’s Web site for more information.

The Depression and Related Affective Disorders Association (DRADA) will host its annual mood disorders symposium on Saturday Oct. 14, 2006 at Georgetown University’s Marriott Conference Center in Washington, D.C. The symposium will address adolescent depression and bipolar illness. Attendees will hear from speakers presenting their own stories of how depression and bipolar illnesses have affected them. For more information visit DRADA’s Web Site.

The National Potato Foundation (NPF) is the coordinating body for the 6th World Potato Congress to be held August. 20-26 in Boise, Idaho. This is a momentous event as it is the first time that the World Potato Congress will take place in the U.S. The 2006 World Potato Congress provides a unique opportunity to collect the latest information and technology available to potato producers from around the globe. A key component of the event is the three-day outdoor World Potato Congress Equipment Exhibition and Farm Demonstration Show. For more information visit NPF’s Web Site.

The World Airline Entertainment Association (WAEA), the official worldwide network representing nearly 100 airlines and over 250 airline suppliers and related companies committed to excellence in inflight entertainment (IFE), communications and services, and the continual improvement of the airline passenger environment, has discovered that over the next five years Asia will be the fastest growing market for air travel. Recognizing the mounting demand for Asian language entertainment, the WAEA hosted its IFE Content Market during the month of March in Singapore. The event offered buyers and sellers a unique opportunity to meet in both a formal exhibition setting with pre-scheduled appointments and at networking events. “Because of the tremendous growth in commercial aviation in Asia and India, WAEA felt it was important to start having meetings in that part of the world,” said John Fiegel, executive director of WAEA. “Our plans are to consider Bangkok for a future television market and educational conference. The association’s 30th Annual Conference & Exhibition will be held in Kuala Lumpur, Malaysia in 2009.” [contents]

AMG Reaches Out to the Community

When it comes to community service and involvement, AMG and its employees are eager to lend a helping hand. Most recently, TeAMG raised $1420 in support of Alzheimer’s Research. Fundraising efforts began in January garnering donations for the privilege to “wear your jeans to work,”as well as online contributions in response to a corporate challenge to match funds raised. On Saturday, June 10, 2006, AMG staff members volunteered to help with the “Maintain Your Brain” event at American University in Washington, D.C., an event sponsored by the Alzheimer’s Association. “One of AMG’s goals is to be involved in the community,” said Bruce Wardle, CAE, and President of AMG. “This was a great event to raise money for those in the community who suffer from Alzheimer’s. It benefits others and gives the staff an opportunity to make a difference.” [contents]

Prepare to Get Connected Internationally

When it comes to opening doors of education and networking at international meetings and conferences, World Quest is top of the line. Last year, more than 230 international meeting professionals and 25 business partners gathered together for a day of learning, roundtable discussions and networking in four different cities.
The Hospitality Sales and Marketing Association International’s (HSAMI) World Quest, created three years ago in partnership with AMG, seeks to connect international meeting professionals and their business partners with each other and with topics of critical interest in planning international meetings outside the continental U.S.

This year, international meeting planners will have the opportunity to attend one of the five-city programs taking place July 24-Aug. 4, 2006, in Washington, D.C., New York, Chicago, San Francisco, and Seattle.

“We’re excited about the expansion of World Quest,” said Robert Gilbert, president and chief executive officer of HSMAI, “because it’s an extension of our mission that brings our members together with our customers and it’s done in a very specialized and unique format.”

While attendees gain insight from a variety of topics, Bruce Wardle, CAE and president of AMG, said that from his perspective, and based on individual feedback and evaluations from the 2005 HSMAI World Quest, the most beneficial learning international meeting planners gain is how to save on their international meetings.
This year’s agenda topics include: International Shipping Customs; Value Added Tax (VAT)/International Tax Reclamation; International Security Measures; and, International Legal Considerations.

Derek Jenks, meetings director of Meetings Management Group (MMG) a division of AMG, said that attending World Quest is a rewarding experience.
“Attendees are able to create working relationships with other international planners in an intimate environment,” said Jenks.

If you are in the business of executing international meetings as a planner or a supplier, the 2006 HSMAI World Quest is the place to be this summer.
For further information about 2006 HSMAI World Quest visit:
www.amg-inc.com/worldquest.htm.
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