be ready for expanding marketplace - workshop...
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Be ready for the expandingmarketplace: Career paths for theprofessional communicator
IABC/ChicagoWorkshop9 December 08
2© 2008 IABC Accreditation Council
Presenters
Mary Hills, ABC, Principal Peak Marketing and Communications
Joanne Kitsos, ABCSenior Consultant Strategic Communications, Blue Cross and Blue Shield Association
Diane Laux, ABC, Independent Writer
Maryellen Thielen, ABC, Independent Consultant
3© 2008 IABC Accreditation Council
Do not fall into the error of the artisanwho boasts of twenty years ofexperience in their craft when in factthey have had only ONE year ofexperience, twenty times.
Coined from the novel, Shibumi, by Trevanian
4© 2008 IABC Accreditation Council
Session Objectives
• Conduct the communicator’s competencyaudit
• Identify steps to enhance yourcompetencies
• Build your skills with accreditation
• Q&A
5© 2008 IABC Accreditation Council
Communicator’s CompetencyModelThe model
• Is directed to post-baccalaureate practitioners
• Assumes mastering of basic skills in– Personal effectiveness– Academic learning– Workplace protocols
6© 2008 IABC Accreditation Council
Communicator’s CompetencyModel
Professional Development Guide
• Communication skills
• Management skills
• Knowledge area skills
7© 2008 IABC Accreditation Council
Communicator’s CompetencyModelFour 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
8© 2008 IABC Accreditation Council
Why Make ProfessionalDevelopment a Priority NOW?• Position yourself for the future
– Raises– Promotions– Job security
• Revitalize your career– Do you feel burned out?– Are you at a career crossroads?– Is your professional “market niche” shrinking?– Do you want to move into a different type of work that you can
feel passionate about?– Is a sabbatical in your future?
• Take advantage of growing opportunities in freelanceconsulting and project work
9© 2008 IABC Accreditation Council
Build Your Skills
• IABC/Chicago and other professional association meetings– Networking (talk to people in other communication disciplines)
• Conferences, seminars, workshops, graduate education• Sign up for webinars, emails, RSS feeds
– Information is often free
• Read up! (See bibliography)– Communication World– CW Bulletin
• Seek out new projects at work• Volunteer opportunities• Professional certification programs, including IABC accreditation
10© 2008 IABC Accreditation Council
Build Your Skills with Accreditation
• Accreditation is IABC’s professionalcredential program.
• Measures a practitioner’s ability to thinkand plan strategically and manage acommunication function.
• Successful candidates are designated anAccredited Business Communicator(ABC).
11© 2008 IABC Accreditation Council
Strategic Planning Process
• Situational analysis
• Identifying the problem or opportunity
• Developing the solution/plan
• Selling the plan to management
• Implementing/monitoring the plan
• Evaluating/measuring the plan
12© 2008 IABC Accreditation Council
Build Your Skills With Accreditation
• Methodology– Qualitative in-depth interviews were
conducted in the fall of 2007.– In November and December of 2007,
quantitative web-based surveys wereconducted with ABCs and their supervisorsand clients.
– LCWA Research Group completed their reportin mid-January 2008.
13© 2008 IABC Accreditation Council
Value/benefit of Accreditationto the Individual
0% 20% 40% 60% 80% 100%
Gained peer
recognition
Raised my
credibility
Increased my
confidence
Enhanced resume
14© 2008 IABC Accreditation Council
Value/benefit of Accreditationto a Supervisor1. Increases credibility to department and organization2. Increases understanding of effective communication
practices3. Increases effectiveness of internal and external
communication4. Communicates strategically5. Brings new knowledge and skills to the job6. Receives more respect within the industry
15© 2008 IABC Accreditation Council
Value/benefit of Accreditationto Clients1. 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
16© 2008 IABC Accreditation Council
Value to the CommunicationProfession
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
17© 2008 IABC Accreditation Council
Value of Accreditation
• ABCs increase credibility and respect to themselves,their departments and organizations, their industriesand to the communication profession.
• Accredited Business Communicators add strategicvalue to their organizations and clients by practicingstrategic communication management
• IABC’s accreditation program is gateway to learningand advancing the practice of strategiccommunication management
19© 2008 IABC Accreditation Council
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 andexperience to offer your employer or client what they valuemost in communication activities?
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