No matter which profession conference you attend, always be crystal-clear about the value of conference participation and how you can optimize your results.

1. PROFESSIONAL DEVELOPMENT. There's nothing better than learning new things that you can begin to use the minute you get back to your office. Bottom line, that's what conferences are intended to do - introduce you to new concepts, strategies, innovations, knowledge, competitive intelligence, resources, tools and so much more. I always leave every professional conference with so many new ideas I'm never sure where to start first!

TIP: Keep one page of conference notes just for "action items," the things you will do immediately when you return to your office. You can then immediately move forward with the most valuable and most critical activities and save the remaining conference material to digest as time allows.

2. COLLEGIAL RELATIONSHIPS. One of the single most valuable activities of any professional conference is the time that you get to spend with your colleagues - those you just met and those you've known for years. The energy and enthusiasm are palpable as colleagues brainstorm, share and support each other in a spirit of giving and selflessness.

TIP: "Network with a purpose" to get the most value from your conference attendance. Pre-conference, think about your most pressing professional issues and formulate questions that you can ask to get your colleagues' help and insight.

3. PARTNERSHIPS & ALLIANCES. Making new deals, finding new resources, negotiating revenue-generating partnerships...these are just of few of the business results you can expect from a professional conference. Spend time with every exhibitor so that you truly understand what they offer and how it can translate into something valuable for you, your colleagues and your clients.

TIP: Think about your needs, interests and growth opportunities so you can ask the right questions and take advantage of "show specials" that are often offered on-site by conference exhibitors.

4. MEDIA ATTENTION. Reporters who attend professional conferences are on the hunt for interesting stories and anxious to find subject-matter experts to interview. You can be one of those experts and reap substantial media coverage for yourself and your organization.

TIP: Identify, in advance, the media contacts who will be attending each event and put their names at the top of your networking list. Prepare to talk about yourself, your business and your subject-matter topics using compelling language, specific examples and other "sound-bites."

5. REST & RELAX. Although professional conferences are always filled to the brim with educational programs, activities and more, be certain to take a few minutes of R&R for yourself. Conferences are also time away from the office and other personal and professional demands, so enjoy the lovely hotel room, luxuriate in the tiled baths and warm robes, and cheer yourself for having the courage to invest in yourself. You truly are your most valuable asset!

TIP: Research the hotel and surrounding area before you head off to the conference. You might want to book a spa appointment, make a dinner reservation, request a specific hotel amenity package or any one of a number of other things.