PMA refines mission statement and sets new goals

The Board of Directors of PMA announces the Association has refined its mission statement and set new objectives for member services, resources, and support. The new mission statement, which expands on the previous mission, "Promote the growth of the imaging industry," now details specific areas of focus:

"Evolve the imaging business community worldwide by promoting innovation, marketing, technology, and passion for photography."

The refined mission statement arose from the work of a committee comprised of key industry members: Gaby Mullinax of Fullerton Photographics in Fullerton, Calif.; Marsha Phillips of F-11 Photographic Supplies in Bozeman, Mont.; Jerry Sullivan of Precision Camera in Austin, Texas; and chaired by PMA past-president Allen Showalter of King Photo/Showalter Imaging Group in Harrisonburg, Va.

Along with the refined mission statement come a number of plans for new, additional ways to help PMA members grow their businesses and to advance the industry as a whole.

Included are the continuation of the consumer facing Big Photo Show in various formats; the development of a Big Photo Show kit, which would help photo retailers host their own Big Photo Show events in their local markets; continued support and development of certifications; social media programs for members; additional promotion of National Photo Month and the establishment of a National Photo Store Day; continued legal support; and ongoing work with other industry groups to help market and promote revenue generating aspects of photography.

"Our mission and focus must be clear and targeted to the industry needs of today. We recognize that the basic motivation in our industry is the passion for photography. Photography is not going away because technology has caused a paradigm shift; in fact, the passion is stronger than ever, because it's more convenient to capture and share images than ever before in human history," said PMA President Bill Eklund of Sharp Photo & Portrait, Eau Claire, Wis.

"PMA, as the industry's worldwide photo association, needs to help its members evolve by promoting innovation and technology; providing networking events like the PMA Conferences and [email protected] to help our members with idea sharing and marketing their products and services; and fueling consumer passion for photography with information and education events like the Big Photo Show. We are excited to unveil our refined mission statement, and to offer these new and expanded resources and tools to our members."