Michelle Crowley, senior director of global strategy for Professional Convention Management Association (PCMA), shared her thoughts on the importance of education and words of advice for the youth in the industry during her participation as a panel member in Dubai Association Conference.
By Vikas Tembhare
PCMA always emphasises a quality education for the meeting industry. How do you differentiate it?
PCMA’s vision statement is, “Driving global economic and social transformation through business events.” This really captures PCMA’s commitment and our industry’s potential. Personal and professional development is a key component of creating progress that leads to individual and organisational success. PCMA’s goal is to drive this by creating environments for collaboration, experimentation and true learning.
What are the PCMA’s core strategies for adding more values to the emerging markets?
Our core strategy is to tailor content, experience and commerce activities to the audience based on how they want to interact and consume content. PCMA is an organisation that listens and works with thought leaders, as well as decision makers, to understand and discuss challenging issues that organisations are facing or will be facing in the future. By providing engagement offerings face-to-face, digitally, print, live events, and at all different hours, our audience can participate on their preferred channel at their preferred time of day.
How do you describe the Middle East Meeting Forum’s success?
The event allowed PCMA members interested in the region to learn what is happening locally, understand business nuances and make connections that will lead them to success in the region. The education programme allowed for debate and deep discussion on timely topics to the global audience. PCMA also appreciates the continued support and collaboration with Dubai Business Events.
What messages do you have for the young people working in the industry?
To be curious, adaptable and have a positive attitude. If you are curious, you likely have a desire to learn and are open to change. Business events are always changing, you must be willing to adapt, be flexible and not be afraid to jump in. Finally, having a positive attitude, being a team player and simply being kind will take you a long way. Kindness is an extremely valuable currency and should be utilized no matter your pay grade.
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