Skift Meetings spoke with Randall Barney, who had just been promoted to deputy executive director of the World Telecommunications Association (WTA), which represents satellite communications companies, on a month-long business trip across Asia and Europe. He will take over as executive director upon his retirement.
Barney’s association experience is extensive. He began working at AAA in 2003 and then moved to the American Institute of Certified Public Accountants in 2004. company).
When he first joined the WTA, his focus was membership and he worked his way up to Director of Membership. He also became director of the certification program, which has certified more than 60 transfer facilities worldwide.
One of his many responsibilities was conducting meetings. The WTA will work with major industry shows to plan its own breakout sessions and host member lunches and meetings around these shows.
“My role at the time was just logistics: identifying and securing space, catering, printing, audiovisual, and of course running them,” he says. “I’m not involved in the sales or sponsorship side.” He has also managed small board and member meetings in Europe and Asia.
career advice
During his 18-year journey with the WTA, Barney strategically acquired all the skills needed to lead the association over time. Here are 5 areas he believes are important for planners who want to advance their careers in associations.
- public speaking
“As they say, most people would rather be in a coffin than stand in front of a group of people,” Barney said. “Public speaking is a skill that I have to constantly push myself to do, so I volunteered to lead panels and give presentations just to continue to flex that muscle.”
- sales volume
“One of my important responsibilities now is recruiting potential members and selling sponsorships,” he said. “It was something that was given to me over time. It wasn’t a skill set that I had when I started; I never thought I would be in sales.
“As I started playing more shows and organizing more events, I naturally became the face of the organization and took over sales and business development.”
- networking
“My favorite role is attending meetings and meeting new people. After eighteen years of constant travel, some people get tired of it, but I still enjoy it. I love going to new places and meeting new people.
“If you don’t keep building your network, in a few years you won’t know anyone in the industry because people are moving on and retiring and new people are joining.
“So continuing to network is an important component for both your career and your association.”
- Industry leadership
“The WTA is a very small part of the telecommunications industry, but we are an important part,” he said. “As an association, I believe we are a leader in maintaining satellite communications as an alternative, backup or primary source of communications.”
- promise
“When I started this job, I considered it a job where there wasn’t much room for advancement,” he said. “But now, 18 years later, this is what I want to do. I know all the players in this industry, so I want to stay in this industry.
