I recently had to have some documents verified and this can only be done by certain professions, such as Pharmacist, Lawyer, Bank manager, Police Officer, Vet, School Principal etc. I find it interesting that some positions hold more prestige and esteem over others.

In this context a professional is someone who holds a position of responsibility in the community, and may have done several years of training to attain that position. What prompted me to question it a little is that of the list provided by the government, Pharmacists are the most easily accessible in an ‘average street’. Doctors’ surgeries, legal offices and Bank Managers tend to require appointments for access to the professional, and hospitals, police stations and schools are not as common as a retail location such as a pharmacy.

I suspect a lot of people go to pharmacies to get statutory declarations witnessed etc., as the pharmacies I have visited in the past had policies such as “maximum four documents signed” or “only between 12pm and 2pm” or “gold coin donation to charity required”.

I believe both marketers and teachers have difficulty in presenting as professionals, as marketing and teaching are seen to be things that anyone can do. Not everyone can perform open heart surgery, comprehend legal documents or enforce the law, but everyone who has gone to school has an understanding of the classroom, and everyone who buys products and uses services and views advertising thinks they can do it too.

The AMI have set objectives of making marketing a profession like accounting’s Certified Practising Accountant (CPA), Chartered Accountant (CA) by creating a Certified Practising Marketer (CPM) qualification. It requires minimum work experience time and further professional development but I don’t believe it to be at the same level of industry awareness and prestige as the accounting qualifications just yet.

Doctors were once regarded as no different to barbers and other trades (Google Barber-Surgeons!). What does it take to make a professional?