In this issue of Promotional Consultant Today, we more closely examine PPAI's goal No. 2, advocate for the industry, as part of a weeklong series on the 2017-2020 Strategic Plan.

Long a focus of your Association, advocating for the promotional products industry remains one of PPAI's top priorities.

For years, PPAI has been working to influence favorable legislation and regulatory actions on Capitol Hill. In addition, through various public relations efforts and strategies, the Association has made significant headway in educating and informing advertising buyers about the effectiveness and long-lasting value of promotional products.

PPAI's Legislative Education and Action Day (L.E.A.D.) and Promotional Products Work! Week are both good examples of PPAI's focus on advocacy. Both strategies were created and implemented by PPAI with the goal of spreading the industry's message.

More recently, PPAI has taken its L.E.A.D. program to the states with L.E.A.D. Local—allowing our legislative message to reach lawmakers closer to the grassroots level. Additionally, this past fall, PPAI launched its multi-million-dollar Get In Touch! campaign. This five-year effort is designed to carry our message about the power of promotional products and the advantage of working with promotional consultants even deeper into the buyer market. In these ways and others, PPAI continues to strengthen the industry's image with those of influence and in the advertising marketplace.

As a promotional products professional, you benefit from the successes of these programs whether you choose to participate or not. But with our members' participation and involvement, the Association's efforts are amplified which lifts up all players in the entire industry.

Whether you are joining in on the legislative side by sending emails to your legislators, or taking advantage of the professionally produced assets of the Get In Touch! campaign, your involvement allows you to leverage your strengths to help protect and grow your business and the industry.

When PPAI and its members work together to achieve this goal, not only can we reach it more easily, but the shared success is so much sweeter.

In tomorrow's issue of PCT, learn more about goal No. 3: Develop and leverage strategic foresight.

Source: Keith Vincent is director of marketing for Promotional Products Association International.