IABC Career Path

Be ready for the expanding

marketplace: Career paths for the

professional communicator

IABC International Conference

New York, NY USA

22 – 25 June 08

2© 2008 IABC Accreditation Council

Presenters

Anna M. Willey, ABCChair, IABC Accreditation Council

Ned Lundquist, ABCVice Chair, IABC Accreditation Council

Meryl David, ABCDirector of Asia/Pacific, IABC Accreditation Council

Mary M. Hills, ABCDirector of Marketing, IABC Accreditation Council


Do not fall into the error of the artisan who boasts of twenty years of experience in their craft when in fact they have had only ONE year of experience, twenty times.

Coined from the novel, Shibumi, by Trevanian


Session Objectives

• Conduct the communicator’s competency

audit

• Identify steps to enhance your

competencies

• Build your skills with accreditation

• Q&A


Communicator’s Competency

Model

The model

• Is directed to post-baccalaureate practitioners

• Assumes mastering of basic skills in

– Personal effectiveness

– Academic learning

– Workplace protocols



Model

Professional Development Guide

• Communication skills

• Management skills

• Knowledge area skills



Model

Four Levels of Professional Development

• Level 1– Entry coordinator

– 1 – 4 years

• Level 2– Entry/management

– 5 – 9 years

• Level 3 – Mid Manager/specialist

– 10 – 15 years

• Level 4– Senior Communicator

– 16 + years


Build Your Skills

Learning Opportunities

• Continuing education

• Accreditation, certificates

• Workshops, seminars,

conferences

• Volunteering

• Networking

• Reading


Build Your Skills

Everyday activities

• Workplace

• Personal / home

• Extra curricular,

volunteering


Build Your Skills with

Accreditation

• Accreditation is IABC’s professional

credential program.

• Measures a practitioner’s ability to think

and plan strategically and manage a

communication function.

• Successful candidates are designated an

Accredited Business Communicator

(ABC).


Build Your Skills With

Accreditation

The Global Standard.

A Personal Statement.

• Covers all communication disciplines

• Across multiple and diverse cultures

• In small to large organizations

• Profit and not-for-profit organizations



Accreditation

• Value of Accreditation Study conducted in 2007.

• The study is international with responses from 7 countries.

• ABCs and their employers/clients were surveyed on the

value of accreditation and strategic communication to the

individual, the organization and the profession.

• Findings provide a benchmark in which the value of

accreditation and strategic communication is recognized

by ABCs and their employers/clients.



Accreditation

• Methodology

– Qualitative in-depth interviews were

conducted in the fall of 2007.

– In November and December of 2007,

quantitative web-based surveys were

conducted with ABCs and their supervisors

and clients.

– LCWA Research Group completed their report

in mid-January 2008.


Value/benefit of Accreditation

to the Individual

0% 20% 40% 60% 80% 100%

Gained peer

recognition

Raised my

credibility

Increased my

confidence

Enhanced resume



to a Supervisor

1. Increases credibility to department and organization

2. Increases understanding of effective communication practices

3. Increases effectiveness of internal and external communication

4. Communicates strategically

5. Brings new knowledge and skills to the job

6. Receives more respect within the industry



to Clients

1. Increases understanding of effective communication

practices

2. Gives more credibility to my

organization

3. Communicates strategically

4. Bring new knowledge and skills

5. Receives more respect within the

industry


What work activities do

supervisors value?

1. Knows the standards/best practices

2. Applies new knowledge and skills

3. Understands the business needs

4. Ensures, evaluation measurement and

monitoring are part of communication plans


What work activities do clients

value?

1. Uses the strategic communication process

2. Ensures evaluation, measurement and

monitoring are part of communication plan

3. Shows positive outcomes/strategic value of

activities

4. Understands the business needs


ABCs’ Changes in Work

Approaches

0% 10% 20% 30% 40% 50% 60%

Show positive outcome/strategic value of

activities

Measures output, outake and outcome more

effectively

Use the strategic communication process

Ensure evaluation, measurement and monitoring

are part of the plan


Value to the Communication

Profession

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Increasing respect for the

profession

Reinforcing the role of

strategic communicaiton

Setting an ethical standard

Increasing the credibility of

the profession

Providing a professional

global standard


Value of Accreditation

• ABCs increase credibility and respect to themselves, their departments and organizations, their industries and to the communication profession.

• Accredited Business Communicators add strategic value to their organizations and clients by practicing strategic communication management

• IABC’s accreditation program is gateway to learning and advancing the practice of strategic communication management


ABC Preferred

ABC Preferred


Next Steps

• Be the artisan who is an informed, growing practitioner.

• Develop your career plan. Ask an ABC for input.

• Is accreditation part of your professional development?

• Visit www.iabc.com/abc to learn about accreditation.

• Review your competency audit. Do you have the skills and

experience to offer your employer or client what they value

most in communication activities?


Questions?

June, 2008

Career Paths for the Professional Communicator

Charting a path for a professional communication career is different for every individual, but

like having a map for a long journey, it is important for everyone to understand what their

destination is, to enable best results.

This year, the IABC Accreditation Council is pleased to participate in the International

Conference by conducting a session on Tuesday, June 24, 2008 from 1:15 to 2:30 p.m. to help

communicators define their career paths to meet the needs of an expanding marketplace.

This session will focus on:

Ø Competencies expected of communication professionals globally

Ø Gaining skills through the workplace, volunteer efforts, education and accreditation

Ø The value of accreditation to the individual, organization and global marketplace.

The recent Value of Accreditation Study, a study of ABCs, their supervisors and their clients

(sponsored by IABC/Chicago and the L.C. Williams and Associates Research Group) noted

there was significant value in the accreditation process including:

ü ABCs increase credibility and respect for themselves, their departments and

organizations, their industries and for the communication profession.

ü Accredited Business Communicators add strategic value to their organizations and

clients by practicing strategic communication management.

ü IABC’s accreditation program is gateway to learning and advancing the practice of

strategic communication management.

…2

-2-

In addition, the Accreditation Council has developed two documents to help communication

professionals conduct their own competency audit and identify steps to review opportunities

to advance careers:

Part One – Communicator’s Competency Model:

A guide with brief descriptions of the communication, management and knowledge

area competencies expected of communication professionals as their careers progress

in four levels (level 1 – 1 to 4 years; level 2 – 5 to 9 years; level 3 – 10 to 15 years;

and level 4 – 16+ years) or from entry to senior positions. This model is directed to the

post-baccalaureate communication professional and assumes an individual is

mastering the basic skills necessary in all occupations – those pertaining to personal

effectiveness, academic and workplace.

Part Two – Professional Development Skills Index:

A guide which outlines opportunities to learn including: continuing education, IABC

accreditation, certificates, workshops, seminars, conferences, reading, networking and

volunteering. It gives communication professionals examples of everyday activities

that will enhance skills and build confidence in their communication practice.

Our Council recommends professionals mastering competencies in Level 2, 5 – 9 years, as

strong candidates for entering the accreditation learning experience.

My sincerest appreciation to the 2007-08 Accreditation Council, in particular Mary Hills,

ABC, Marketing Director, Ned Lundquist, ABC, Vice Chair and Meryl David, ABC,

Director, International Accreditation Asia/Pacific for assisting with this presentation. Special

appreciation to former Council Chair, Mary Ann McCauley, ABC, who has been instrumental

with the development of the competency documentation and Gail Pickard, ABC, Director,

who was key with her work in launching the Accreditation Completion Program and

providing the competency model that served as our foundation.

Best wishes as you consider ways to manage your professional career to reach all your

personal goals.

Anna M. Willey, ABC

Chair, IABC Accreditation Council

© May, 2008 IABC Accreditation Council

PART ONE: Communicator’s Competency Model

This guide provides brief descriptions of the communication, management and knowledge area competencies

expected of communication professionals as their careers progress. The model is directed to the post-baccalaureate

communication professional and assumes an individual is mastering the basic skills necessary in all occupations –

those pertaining to personal effectiveness, academic and workplace.*


Working from left to right on the grid gives the competencies expected for a communicator from entry to senior

level positions. Skill competency should be viewed as cumulative across levels.

COMMUNICATION

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2

Entry Manager/specialist

5 - 9 Years

LEVEL 3

Mid Manager/specialist

10 - 15 Years

LEVEL 4

Senior communicator

16 + Years

Writing/editing

• News releases

• Features

• Reports

• Correspondence

• AV, video

· Clear, concise writing style appropriate to audience and genre; secure grasp of spelling/ grammar/ punctuation fundamentals

· Clear, concise writing style appropriate to audience and genre; secure grasp of spelling/ grammar/ punctuation fundamentals

· Able to present complex issues appropriately for target audiences

· Set and monitor writing standards

Web content/writing · Knowledgeable about web writing best practices and user-centered web design

· Able to assist with planning and developing, and coordinate the effective implementation of web content that meets business goals and user needs

· Able to plan, develop and coordinate the effective implementation of web content that meets business goals and user needs

· Determines role of the web in strategic planning

Writing proposals (Request For Proposal (RFP))

· Assists in gathering and maintaining data files, doing research

· Manages production

· Monitors appropriateness of responses

· Manages development

· Develops and sets strategic direction of RFP process in alignment with business goals.

· Participates in management's assessment of the appropriateness of responding or not responding to RFPs, in alignment with business goals

Research · Understands research function and role in planning.

· Assists in gathering data, doing research

· Directs research, conducts and analyzes as appropriate

· Uses research to set strategic direction and appropriate measurement tactics

· Uses research to set strategic direction and appropriate measurement tactics


COMMUNICATION

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

15 + Years

Presentations

• Speech writing

• Visuals

· Prepare presentation materials for others;

· Confident contributing in meetings

· Counsel others and prepare presentation materials for others;

· Confident contributing in meetings

· Able to prepare effective package of presentation materials

· Able to present to large groups

· Prepares presentations aligned with the strategic goals of the business

· Confident presenting to senior management

Graphic design · Knowledgeable about the principles, methods and techniques of graphic design, and its role in communications

· Ensures design considerations are part of strategic communications planning

· Oversees the work of designers

· Guides the strategic development of design projects and ensures integration with the communications plan.

· Oversees the work of designers

· Ensures that graphic design works with other elements to support strategic communication objectives

Newsletter/journal editing/layout · Ability to plan and edit content.

· Supervise layout and design

· Directs editorial planning and policy development.

· Manage multiple publications

· Provides strategic direction in use of newsletters to achieve business goals

· Provides strategic direction in use of newsletters to achieve business goals


MANAGEMENT

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

15 + Years

Ethics (IABC Code of Ethics; sense of ethical responsibility)

· Sense of ethical responsibility

· Applies ethical guidelines when making decisions — is an organizational values manager

· Applies ethical guidelines when making decisions — is an organizational values manager

· Is willing to act as an ethics advocate in organizational decision-making.

· Takes a stand on ethical issues

Communication Planning

• Conduct audience research

• Identify issues/risks

• Set objectives

• Include change management

• Develop strategic approach

• Develop key messages

• Develop budget

• Develop implementation/ tactical plan

• Develop measurement / evaluation

· Develops basic, tactical plan

· Executes tactics, with direction

· Develops complete plan

· Ensures alignment to corporate goals, priorities

· Anticipates business needs

· Identifies and champions best practices

· Provides hands-on execution as needed and appropriate

· Provides strategic direction

· Identifies and sets standards for best practices

· Ensures communication function aligns with other corporate business areas and initiatives for maximum strategic effectiveness

· Evaluates effectiveness of communication and recommends changes in implementation as needed

· Establishes strategic approach

· Identifies and sets standards for best practices

· Ensures communication function aligns with other corporate business areas and initiatives for maximum strategic effectiveness

· Evaluates effectiveness of communication and recommends changes in implementation as needed

Crisis Communication · Provides support as directed · Provides planning and implementation. Offers direction as needed

· Leads planning and execution

· Advises management




MANAGEMENT

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

15 + Years

Publication management

• Brochures

• Newsletters

• Magazines

• Annual Reports

• Special publications


· Writes content as directed

· Manages design, production, distribution as directed

· Sets editorial policies

· Develops action plans


· Provides strategic direction · Counsels on strategic direction

Database/distribution systems · Maintains systems

· Updates as needed

· Researches new data

· Determines systems

· Monitors effectiveness

· Recommends changes/additions


· Assesses data, provides analysis


Project tracking/measurement · Ability to manage tracking system

· Establishes measurements. Plan and manage tracking system

· Provides strategic direction · Provides strategic direction

Time management · Meets deadlines · Develops timeline based on project priorities

· Sets priorities, develops timeline for projects

· Sets priorities, develops timeline for diverse projects

Vendor Management · Works with approved vendors

· Manages approved vendor relationships

· Conducts vendor selection and review

· Conducts vendor selection and review


MANAGEMENT

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

16 + Years

Budgeting · Works within set budget · Sets project budgets · Prioritize projects by Return-on-investment (ROI)

· Sets overall strategy by ROI

Professional Development · Explores diverse interests and experiences to focus career goals.

· Stays abreast of industry changes

· Identifies career interests, options & strengths and takes steps to pursue career goals

· Seeks out additional development to further career goals

· Seeks out additional development opportunities, often contributing to industry’s body of knowledge


KNOWLEDGE AREA

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

16 + Years

MARKETING COMMUNICATION

Marketing communication

§ Advertising

§ Sales promotion

§ Public relations

§ Direct Marketing

§ Events/experiences

§ Personal selling


· Writes copy, supports planning and execution

· Works with designers/ agencies to manages production. Supports sales efforts

· Develops plans for execution

· Manages projects. Delegates and supervises projects

· Conducts research

· Provides input to sales efforts

· Sets strategic direction

· Assumes hands-on implementation as needed

· Counsels on strategic direction

· Assumes hands-on implementation as needed

CORPORATE REPUTATION

Brand management · Understands business’s brand elements, positioning and key relationships.

· Ensures standards are met

· Manages brand standards and ensures brand positioning is integrated into all plans and implementation

· Provides input on brand direction


· Sets brand direction


INTERNAL COMMUNICATIONS

Employee communications · Provides writing, editing and

production support

· Develops plans

· Manages implementation


· Provides analysis of effectiveness

· Ensures strategic direction integrates will overall organizational direction


KNOWLEDGE AREA

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

16 + Years

PUBLIC RELATIONS

Media relations · Writes news releases, advisories, etc.

· Develops and maintains media lists

· Manages distribution

· Develops plans

· Develops and maintains relationships with key media





Issues Management · Provides support as directed · Provides planning and implementation

· Offers direction as needed





Crisis Communication Planning

· Provides support as directed · Provides planning and implementation.






Community Relations · Provides support as directed

· Writes content

· Assists in event planning and implementation

· Develops plans

· Manages implementation




Investor Relations · Provides support as directed · Provides planning and implementation







KNOWLEDGE AREA

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2


5 - 9 Years

LEVEL 3


10 - 15 Years

LEVEL 4

Senior communicator

16 + Years

Government Relations · Provides support as directed · Provides planning and implementation.






Labour Relations · Provides support as directed · Provides planning and implementation.






CONSULTING/ MANAGEMENT

Consulting skills/ problem solving

· Participates as directed in implementation of solutions

· Consults with clients (internal or external) to determine business objectives for project or initiative and advises on strategic communications approach

· Consults with senior management and advises on overall strategic approach to communications aligned with corporate-wide business objectives

· Consulting skills/ problem solving

· Consults with senior management and advises on overall strategic approach to communications aligned with corporate-wide business objectives

*Personal effectiveness – interpersonal skills, integrity, professionalism, initiative, dependability/reliability, and willingness to learn.

Academic – reading, writing, mathematics, science/technology, listening/speaking, critical/analytic thinking, active learning and

basic computer skills.

Workplace – teamwork, adaptability/flexibility, customer focus, planning/organizing, creative thinking, problem solving/decision

making, working with tools/technology, workplace computer applications, scheduling/coordination, checking, examining and

recording and business fundamentals.

Sources

Competency Model Clearinghouse, http://www.careeronestop.org/COMPETENCYMODEL ; Focus Groups – IABC members

© 2008 IABC Accreditation Council

PART TWO: Professional Development

Building Your Skills

Engage professional development by building your skills and discovering your talents. Opportunities to learn include:

§ Continuing education

§ IABC Accreditation, certificates

§ Workshops, seminars, conferences

§ Reading

§ Networking, and

§ Volunteering.

In addition, there are many opportunities in your everyday activities that can enhance your skills and build your confidence in your

communication practice. For example:

Level 1 –

Entry

Coordinator

( 1-4 years)

Ø Ask your manager to give you projects with S.M.A.R.T. (Specific/Measurable/Action-oriented/Realistic/Timely)

objectives; design S.M.A.R.T. objectives if the project has none.

Ø Ask to be involved in a hiring interview process.

Ø Master a time management system.

Ø Capture meetings notes for a group and develop summary points, next steps and action items.

Ø Discuss work ideas/techniques with peers.

Ø Find ways to assist with communication work load in your company or department.

Ø Set personal goals and planning to practice project planning.

Ø Assist colleague/manager with planning a project.

Ø Ask for low risk event/project to develop skills.

Ø Ask to work a news conference.

Ø Develop critical thinking skills by taking past projects and evaluating outcomes.

Ø Do simulation training via tutorials or planning software.

Ø Join a brainstorming activity at work or in an organization.

Ø Observe outstanding communicators in action.

Ø Immerse yourself: ask to read communication competition entries from colleagues and others in the profession; learn

about the other communication functions.

Ø Volunteer to participate on committees.


Level 2 –

Entry Manager/

Specialist

(5-9 years)

Ø Begin to pursue IABC accreditation.

Ø Develop routine or standard operating procedures (SOP) for a communication function.

Ø Ask supervisor to assign you specific projects in your area of interest.

Ø Observe a vendor review meeting.

Ø Ask to manage communication support staff or intern.

Ø Capture routine communication activities and develop templates for them. For instance, develop an activity report or

event checklist.

Ø Find opportunities to do presentations and/or public speaking.

Ø Serve in a financial function in extra-curricular, non-profit or professional association such as IABC.

Ø Write an article about an organizations vision, mission, goals and values.

Ø Ask to be on a crisis team.

Ø Offer to develop a new media channel or help develop a communication measurement tool for an organization or

group.

Ø Gather and organize relevant info for a meeting.

Ø Prioritize activities and delegate lower value tactical activities.

Ø Assist in developing, managing and measuring projects.

Ø Assist in engaging cross-divisional teams.

Ø Develop working relationships within your communication group and throughout your organization.

Level 3 –

Mid

Management/

Specialist

( 10-15 years)

Ø Coach others to pursue IABC accreditation.

Ø Ask to be part of a task force that investigates, recommends or implements new procedures.

Ø Write a white paper on industry trends.

Ø Ask to be responsible for an audit of your communication area.

Ø Confirm your specialty skills and develop as a subject-matter expert (SME).

Ø Recommend ideas to improve efficiency and effectiveness within your department or company and manage change.

Ø Ask to work on a research project that involves integration of processes or departments.

Ø Serve as a mentor to Level 1 and 2 practitioners.

Ø Write communication case studies,

Ø Volunteer to judge communication competitions.

Ø Determine a need and offer to develop a communication training program for non-communicators or another

communication program that benefits the company.


Level 4 – Senior

Communicator

(16+ years)

Ø Develop a network of subject-matter experts (SMEs) in cross knowledge areas to enhance innovation and creativity.

Ø Contribute thought leadership through articles, seminars, workshops and conferences.

Ø Serve on boards of an organization or professional association such as IABC.

Ø Write a book.

Ø Volunteer to lead a group within your company or an outside organization.

Ø Manage communication projects, lead committees or supervise work of others.

Ø Speak at local colleges or universities.

Ø Coach younger practitioners.

Documents

IABC Career Path