4 Communication World • September–October 2012 www.iabc.com/cw

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Christopher Sorek be-came IABC’s new exec-utive director effective

2 July. Sorek has more than 30years of experience in communi-cation, public affairs and com-munity relations, and comes toIABC from The DrinkawareTrust, based in the U.K., wherehe was CEO.

Sorek holds a master’s degreein international marketing and

communications, and hasworked on public informationand humanitarian issues inEurope, Africa, Asia and LatinAmerica. After starting his careeras a journalist and editor fornewspapers and magazines in theU.S., he turned to internal com-munication and political actioncommittee activities, workingfor a large regional bank beforemoving to Unisys’s international

public relations team. He joinedOgilvy & Mather in 1987, forwhich he headed offices inTaiwan and Singapore andhelped develop the agency’s Asia-Pacific network. Later, he ledand managed global corporateclients for Cohn & Wolfe inNew York.

In 2001, Sorek joined theInternational Federation of RedCross and Red Crescent Soci-eties in Geneva as head of com-munications. He returned tothe private sector to work forSAP AG in Germany, De Beers,and the European Bank forReconstruction and Develop-ment before joining Drinkawareas chief executive in 2008.

“IABC is the perfect platformto help advance our profession,and presents an exciting andunique opportunity for a life-long communicator,” says Sorek.“I look forward to working withthe board and leading the devel-opment and delivery of content,services and support that mem-bers want and need to buildtheir careers, wherever they arein the world.” ●

Sorek joins IABC as executive director

New leadership: New ExecutiveDirector Chris Sorek (left) andChair Kerby Meyers both planto help IABC stay competitiveamid rapid change in the com-munication field.

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www.iabc.com/cw Communication World • September–October 2012 5

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Incoming IABC ChairKerby Meyers talks with CWabout what to expect duringhis year at the helm. Meyers isprincipal of the consultancyThe Communications Refineryin Denver, Colorado.

CW: What role has IABC playedin your life and career?Kerby Meyers: During the morethan 10 years I’ve been involvedwith IABC, I’ve made friends atthe local, national and globallevels. Just as important, some ofmy best client relationships haveevolved through IABC contacts.Granted, I’ve had to invest time,effort and resources, as I believesuch interactions are definitely acase of getting out of it what youput into it. But the assorted vol-unteer roles I’ve held have alsoallowed me to develop someskills and capabilities that I’mnot sure I would have tappedwithout my IABC experience.

CW: How did you becomeinvolved with the internationalexecutive board?KM: I’ve found that there aretwo types of people on theinternational executive board[IEB]: those who have longaspired to serve in such a roleand those who had to be madeaware of their interest in servingin such a role. I admit that I fallinto the latter camp. More

specifically, it was in a hallwayat the World Conference inNew York in 2008 that pastChair Mark Schumann firstbroached the subject of myserving on the IEB. Prior tothat, I had no such inkling, as Iwas busy with assorted roles atIABC/Colorado.

Well, one thing led to another,and little more than a year later,I started serving on the financecommittee. Then I applied to betreasurer, and I was honored toserve in that role for the 2010–2011 term. Subsequently, Iapplied to be vice chair (again,

after mulling a suggestion fromMark). After surviving a gruel-ing interview, I was named vicechair for the 2011–2012 term,and I’m honored and humbledto be serving as chair for the2012–2013 term.

CW: What will IABC’s focus beduring your year as chair?KM: Through developing theorganization’s strategic plan—which resulted from a lengthycollaborative effort between theIEB and senior staff, and wasapproved by the IEB in October2011—we identified three key

Renewing focus on the business

2012–2013 IABC executive board (from left): Peter Yorke, Gloria Walker, ABC, Kerby Meyers, MichaelaHayes, Michael Ambrozewicz, Terry Cerisoles, Adrian Cropley, ABC, Russell Grossman, ABC, Jeff Bishop,Kristin Sukalac, Tom Roux and Robin McCasland. (Not pictured: James Lynch, ABC, and Vita Kernel, ABC)

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pillars of the business: content,career and business. For the bal-ance of the 2011–2012 term, animpressive volume of work wasdone in the content and careerpillars, including initiativesaround the career map for com-munication professionals, theaccreditation program, theGold Quill Awards programand IABC’s research efforts.During the 2012–2013 term, Isee that work continuing, butI’ve also asked for a concurrentfocus on the third pillar—thebusiness of IABC.

To start, that translates into acomprehensive business review,led by IABC’s new executivedirector, Chris Sorek. It will alsomean a comprehensive reviewof IABC’s digital footprint,including such external ele-ments as the website and suchinternal assets as back-officesoftware and technology infra-structure. Once these reviewsare completed, the IEB canconduct earnest discussionsabout what’s working, what’s

not, what needs fixing andwhat, frankly, should go away.

CW: What are you most excitedabout taking on this year?KM: IABC, like many profes-sional associations, is at a criti-cal juncture in its existence.While the old business modelsare showing some fatigue, ourmembers are working in aprofession that sits at the nexusof a whirlwind of change andinnovation.

I’m excited by the oppor-tunity to set the organizationon a path to future success bytaking a good, hard look atIABC’s business this year. It’scertainly not a sexy objective,but if we can start to demon-strate to members, volunteerleaders and staff that we’relooking to change to meet theneeds of tomorrow’s market-place, I’ll be pleased when I stepdown next June.

CW: What do you see as IABC’sbiggest challenge, and what is the organization doing toaddress it?KM: Since recovering from itsnear-death experience in theinitial years of the 21st century,IABC has recorded some greatachievements and built a solidbusiness by serving its mem-bers. The landscape, however,has changed. If we keep doingthings the way they havealways been done, we risk irrel-evance. And that’s not a goodplace to be.

So the challenge facing IABCis that it needs to retrain its focuson the future and determinehow it can remain invaluableand even gain relevance in thenext 5, 10 and 15 years. Look-

ing at the pillars of the strategicplan, how can the organizationdeliver content that’s essentialfor communication profession-als in the future? How can itconvey the critical elements of acareer road map to communica-tion professionals at all levels oftheir careers today, next year andin the next decade?

I believe that by taking a hardlook at IABC’s business andresetting it to the realities of themarketplace of today—andtomorrow—we can fully answerthose questions.

CW: What do you think isthe greatest benefit that IABCprovides to its members?KM: IABC is multidisciplinary,it’s multigenerational, and itoffers incomparable access tocommunication professionalsaround the globe. Each of thoseelements holds considerablevalue for all of our members.That said, we have work to do.Our members outside NorthAmerica are clamoring formore professional developmentopportunities and content thatspeaks more directly to them.Senior communicators are find-ing little beyond networkingopportunities, and for many,that’s not enough to sustaininterest in membership. Mean-while, our youngest membersare looking for us to stay aheadof the profession’s curve.

As I said in my introductorycomments at the World Con-ference in Chicago, as of today,IABC is a good professionalassociation. With the help ofthe IEB and the IABC staff,I’m working to put it back onthe track to being a greatorganization. ●

september is a worldwide membership monthSpread the word about IABC’s membership benefits to a friendor colleague. During September, non-members can access avariety of tools, best practices and expert opinions on the IABCwebsite, including the online library Discovery. And if they decideto join or rejoin IABC in September, we’ll waive the applicationfee of US$40/CDN$44 for faxed, mailed or phoned enrollments,or US$30/CDN$33 for online enrollments.

For more details about the membership month promotion andto visit IABC’s online open house, go to www.iabc.com/about/membership/memmonth.cfm.

(Note: This promotion is for new or lapsed members only, anddoes not affect active renewing members or students.)

“If we keep doing

things the way they

have always been done,

we risk irrelevance.

And that’s not a good

place to be.”

—Kerby Meyers

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Content curation. Socialmedia. Intranets. ROI.Integrated reporting.

CSR. These are just a few of thetopics that captivated attendersat the IABC World Conferencein June. More than 1,300 com-municators from some 40countries came to Chicago tofind out not only what their

peers in the field are doing tosucceed in every type of busi-ness today, but, more impor-tant, what lies ahead in ourrapidly changing world.

Indeed, the theme “Vision20/15” underscored every ses-sion, as IABC focuses on therole of the communicator nowand in the near future. Attenders

had multiple opportunities toshare their experiences, goalsand concerns throughout theconference, in small-group ses-sions, workshops, networkingevents and more.

Clearly they are embracingsocial media, especially Twitter,to stay in touch with oneanother. It seemed just about

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World Conference highlightstrends in communication

plan aheadThe 2013 World Conferencewill be held 23–26 June in NewYork City. Watch for informa-tion in upcoming issues ofCW and on iabc.com.

It seemed everyone

carried a smartphone

or tablet, tweeting,

texting, emailing and

Web surfing during

breaks in the action.

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everyone carried a smartphoneor tablet, tweeting, texting,emailing and Web surfing dur-ing breaks in the action. IABChosted World Conference Con-nections, an online communitythat allowed people to com-ment on sessions; follow upwith speakers; post helpfullinks, photos and videos; andkeep up with conference news.The conversations continuedeven after the conference ended,as communicators kept sharingtheir insights and ideas.

The general sessions broughtan inspiring group of speakers,from IABC’s 2012 EXCELAward winner Irene Lewis, toauthor and social change agentKevin Carroll, to environmen-tal advocate Robert F. KennedyJr. (See page 16 for an inter-view with Lewis.) Each offereda unique perspective on ourfuture both as communicatorsand as citizens of the world.

The annual World Con-ference is always the settingfor the black-tie Gold QuillAwards gala. The event cele-brated this year’s 78 Gold QuillAward winners, and includedentertainment from the “AllThat Jazz” Chicago Revue, areimagining of the Roaring’20s, complete with jazz, swingand blues favorites.

Conference-goers managedto get outside during their staytoo. The World Conferencestaff and the host chapter,IABC/Chicago, arranged anumber of events to introduce(or re-introduce) visitors to theWindy City. In addition to atrolley tour, several walking

tours highlighted the city’shistory and architecture. Afree Photo Walk gave photog-raphers of all abilities thechance to see Chicago frombehind the lens; many of theimages taken were posted inthe conference area and, ofcourse, online.

IABC World Conferencesponsors and exhibitors alsoshowcased new knowledge,products and services at theevent. Our conference spon-sors, especially platinum spon-sors MarketWire and TowersWatson, support this annualevent and share “the nextbig thing” with professionalcommunicators. ●

mark your calendar12 September Web seminar: Engaging Employees in the StrategicDirection of Your Organization (free to IABC members)20–21 September Conference (Calgary, Alberta): EmployeeCommunication Conference26 September Web seminar: Communication Measurement on aShoestring Budget10 October Web seminar: The Cresting Wave of Integrated Reporting(free to IABC members)10–11 October Conference (New York City): 2012 Intranet Global Forum12–13 November Conference (New York City): 2012 IABC & PRIMEResearch: Communication Research and Measurement Conference18–20 November Conference (Melbourne, Australia): World PublicRelations Forum IABC Track5–6 December Conference (Scottsdale, Arizona): StrategicCommunication Leadership Conference

For more information about these and other events, go towww.iabc.com/education.

Professional and amateurphotographers alike turned theirlenses on Chicago during thePhoto Walk.

Speakers Kevin Carroll (top)and Robert F. Kennedy Jr. (left)inspired and challenged atten-ders with their perspectives onthe future of communication.

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The All That Jazz Revue (above) was a highlight at the Gold QuillAwards gala. The Welcome Reception (left) brought conference-goersto the Modern Wing of the Art Institute of Chicago.

Chris Sorek waves to the audience after being introduced asIABC’s new executive director.

IABC staff showcased the variety of resources available, both in printand through the online library Discovery.

Martha Muzychka, ABC,shows off her award atthe Gold Quill gala.