5 Skills You’ll Need to Rise in Your Association  

Skift Meetings caught up with Randall Barney as he weaved his way through Asia and Europe during a month-long business trip, after just being promoted to deputy executive director at the World Teleport Association (WTA), which represents satellite communications companies. He will replace the executive director upon his retirement.   

Barney’s association experience runs deep. He began at the American Automobile Association in 2003 and then moved to the American Institute of CPAs in 2004. He worked in customer service and training roles before joining Intelligent Communities Group, the management company that runs WTA and two other associations, in 2006.

When he started at WTA, his focus was membership, and he worked his way up to membership director. He also became director of the certification program, which has certified more than 60 teleport facilities around the world. 

One of his many hats was meetings. WTA would partner with large industry shows to plan its own track of breakout panels, and run its member luncheon and meetings around those shows.

“My role back then was just logistics: identifying and securing space, catering, printing, AV and, of course, running them,” he said. “I wasn’t involved in the sales or sponsorship side.” He also managed smaller board and member meetings in Europe and Asia.

Career Advice

Throughout his 18-year journey at WTA, Barney has strategically, over time, gained all the skills he needed to lead his association. Following are 5 areas he considers important for planners who want to advance their own careers in their associations.

1. Public Speaking

“As they say, most people would rather be in the casket than get up in front of a group,” Barney said. “Public speaking is a skill that I have to continually press myself to do, so I volunteer to moderate panels and do speaking spots just to keep exercising that muscle.”

2. Sales

“A big part of my role now is to recruit potential members and to sell sponsorships,” he said. “It’s something that was given to me over time. It’s not a skill I had when I started; I never thought I’d be doing sales.

“As I started going to more shows, and to organize more of the events, it just became natural for me to become the face of the organization and take over the sales and business development.”

3. Networking

“My favorite part of my role is attending conferences and meeting new people. After 18 years of traveling constantly, some people get tired of it, but I still enjoy it. I like going to new places and meeting new people.

“If you don’t continue to network all the time, in a couple of years, you’re not going to know any of the players in the industry because people are moving on and retiring, and new people are coming in.

“So constantly networking is an important piece for both your career and for your association.”

4. Industry Leadership

“WTA is a very small part of the telecommunications industry, but we are an important piece,” he said. “As an association, I believe we are a leader in keeping satellite communications on the forefront as an alternative, a backup, or a primary source of communications.”

5. Commitment

“I looked at this job when I started and thought there wasn’t a lot of room for advancement,” he said. “But now, after 18 years, it’s alI I want to do. I know all the players in the industry, and so it’s where I hope to stay.”