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Tidwell-Williams presentation to IABC BCS 2010--Professional Advancement

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This was a presentation we made to IABC's Business Communicator's Summit on the value of professional education and advance degree for PR professionals

This was a presentation we made to IABC's Business Communicator's Summit on the value of professional education and advance degree for PR professionals

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  • 1. Dissecting the Professional Development Dilemma... Should you go back to school, become accredited or (gasp) both! Deborah Williams, ABC United Way of Greater Kansas City Matt Tidwell, APR Morningstar Communications 2010 KC IABC Business Communicators Summit
  • 2. Today’s Agenda • Accreditation • Graduate degree • Questions and Answers
  • 3. About 40% of the IABC members recently responding said they’d like to become accredited. (Coincidentally, nearly the same percentage would like to get their master’s degree.) Their reasons for not being accredited?
  • 4. It’s a lot of work, isn’t it? It’s been a long time since I’ve been tested like that. What if I fail? If I don’t know what I’m doing by now, it may be too late for me. Is it really worth the effort? ($$$)
  • 5. ABC and APR What are your goals? ¨ What does it take? ¨ Who benefits? ¨ ABC or APR? ¨
  • 6. Why Accreditation? Corporations seek quality candidates. “Once, when I was working at a local engineering firm and wanted to make a career move to a larger organization, Sprint called then-IABC president Stacy Wilson and told her they were having trouble finding marketing and communications people with MBA’s, and asked for her suggestion.  She recommended they look at people who were accredited – ABC, APR, etc. and because of that I got an interview and eventually a job (and so did Stacy).” —Lori Joseph, ABC Kansas City, MO Personal and professional satisfaction: “I achieved a goal that showed my skill level met independent, professional standards for business communicators.” — Sharon Tiley, ABC Kansas City, MO
  • 7. Compare ABC Global Specific to IABC Written, portfolio Loose prep guidelines Free assistance APR National Includes ARC, ARPPR, FPRA, MPRC, NSPRA, PRSA, RCC, SPRF or TPRA Oral, portfolio Tight prep guidelines Assistance more costly
  • 8. Choose ABC? ABC ----APR Requirements § § § § § § 5 years full-time communications + bachelor’s degree OR 7 years + Associate’s or two-year degree OR 9 years experience if you do not have a college degree. Reputation for ethical work $320 member, $530 non-member, $620 join & get accredited No maintenance requirements, but you can be reinstated if membership lapses. (You must be an IABC member to apply for-and maintain your membership.)
  • 9. ABC 3-Step Process ! Application to verify eligibility ! Portfolio to qualify + ethics quiz ! Written (4 hours) and oral examination (30 minutes)
  • 10. ABC Examination § § § § § § § § § § Goal setting Research Planning Budgeting Oral presentation Project management Time management Measurement Proposals General management § § § § § § § § Writing Employee communications Media relations Ethics Consulting Culture/politics Investor/shareholder communications Technology
  • 11. ABC Portfolio
  • 12. ABC Portfolio – go for the GOLD ¨ ¨ ¨ Enter your portfolio in the Gold Quill Awards (January 27, 2010 deadline) Get a grade of 4 or higher for one: save $100 Provide two entries that win—each with a grade of 4 or higher--complete the portfolio requirement for accreditation. Go to http://www.iabc.com/abc/.htm
  • 13. IABC Executive Accreditation Seminar ¨ ¨ ¨ ¨ ¨ NEW--Developed for senior-level practitioners pursuing accreditation. Offered on 21–26 March 2010 (now full). Royal Roads University (RRU) in Victoria, British Columbia, Canada 6-day seminar designed for senior-level communicators who wish to achieve the Accredited Business Communicator (ABC) credential For more information, go to: http://www.iabc.com/abc/eas.htm
  • 14. APR ABC ----APR Choose APR? Requirements § § § § § Member of ARC, ARPPR, FPRA, MPRC, NSPRA, PRSA, RCC, SPRF or TPRA Practicing PR OR admin or teaching Target = 5 – 7 years + bachelors, or equivalent $385 Maintenance requires CEUs & membership
  • 15. APR 3-Step Process ! Application to verify eligibility ! Readiness Review: questionnaire (one plan) and oral portfolio presentation (30-60 minutes) ! Computer-based exam (3.75 hours)
  • 16. APR Readiness Review ! ! ! ! ! ! ! ! Creativity Interpersonal skills Management Client focus Flexibility Multi-tasking Teaching Time management ! Multiple media use ! Control analysis ! Speaking ! Interviewing ! Writing and editing ! Listening ! Presentation
  • 17. Examination APR ¨ ¨ ¨ ¨ Research, planning, Implementation, Evaluation (30%) Ethics and law (15%) Models & theories (15%) Business literacy (10%) ¨ ¨ ¨ ¨ ¨ ¨ Management skills (10%) Crisis communication (10%) Media relations (5%) Using technology (2%) History and issues (2%) Advanced communication (1%)
  • 18. ABC What to Expect § § § § § Six-month process Personal preparation and study groups Pass rates in the ‘70s ABC failure – usually about measurement 1,000 ABCs; 15 in K.C. area
  • 19. APR What to Expect § § § § § ?-month process Personal preparation and study groups Pass rates________________ APR failure – usually about__________________ 5,000 APRs; ___in K.C. area
  • 20. Trends PRSA researching: § § § § Sanctions Licensing (Puerto Rico example) Certification (including specialty areas) Practice standards IABC developments: § § § Exam re-write Executive ABC Competency model with recognized milestones
  • 21. ABC Help From IABC: § Chapter programs Accreditation Completion Program Tele-seminars Inside Organizational Communication, Third Edition, edited by Al Wann, ABC, APR, or The IABC Handbook of Organizational Communication § Coaching – own chapter or IABC program § § §
  • 22. APR Help From PRSA: § § § Accreditation in Public Relations online study course ($195 member, $295 non-member) APR study guide (free) One text from recommended list
  • 23. Want credibility? Corporations want service validation. “Originally, I pursued my ABC just for my own personal value. Today, as a consultant to Fortune 100 companies, I find it serves as both a great conversation starter and validation of my experience in the profession. The ABC also serves as a key criterion when I look for colleagues to assist me – Stacy Wilson, ABC, Lakewood, CO, USA
  • 24. ABC or Choose Either—or Both? APR Per ABCs and APRs: § Sets standards for profession § Boosts quality of practice § Increases confidence, credibility, recognition § May meet recruiting standard § Increases accountability § May affect overall regard for professionalism
  • 25. What supervisors & clients say Accreditation? . . . § § § § § 1/3 of managers & clients perceive value-add Majority say it adds credibility Clients say it increases understanding Accredited professionals make more $$$ (Good and bad communicators among those accredited.)
  • 26. What supervisors & clients say Graduate degree? § § § 85%: Definite distinction/door opener ABC or APR? HR point of view
  • 27. Why bother? What WE say: Per ABCs and APRs: § Sets standards for profession § Boosts quality of practice § Increases confidence, credibility, recognition § May meet recruiting standard § Increases accountability § May affect overall regard for professionalism
  • 28. Why matters? What bother? 1 0 0.333 0.667 1.000 1.333 1.667 2.000
  • 29. PRSA: setting more standards… Researching: •Sanctions •Licensing (Puerto Rico example) •Certification (including specialty areas) •Practice standards
  • 30. IABC: IABC has increasingly emphasized the international aspects of business communications . . . social media have had a huge influence…IABC best practices have taken on a more strategic and less tactical focus… The newest exams now are more modern and better reflect the current state of the art. — Rich Barger, ABC Kansas City, MO USA More strategic, socially-conscious, state of the art…
  • 31. Trends IABC Developments: § § § Exam re-write Executive ABC Competency model with recognized milestones (communications, knowledge, management) PRSA Researching: § § § § Sanctions Licensing (Puerto Rico example) Certification (including specialty areas) Practice standards
  • 32. Going back to school
  • 33. My Story
  • 34. My Story
  • 35. Value for me • New knowledge • New network • New vocation?
  • 36. Is this for you? • There are choices: national programs, local programs, online programs • Regardless of choice, be prepared for: Major time commitment • Major financial commitment • Major “priority commitment” •
  • 37. Two programs Timeframe: 2 years -- 3 terms per year Structure: On-campus oneweek residency format Cost: Approx. $36,000 (not including travel) Requirements: 5 years of professional experience; GRE/ GMAT (or APR) ; letters of reference Timeframe: 2 years Structure: Attend classes on campus at KU Edwards Campus Cost: Approx. $13,400 Requirements: 2 years of professional experience; GRE/ GMAT (or APR) ; letters of reference
  • 38. Two programs www.newhouse.syr.edu/ISDP Courses: Accounting; Finance; Marketing; Communications in Management; Research; Crisis Communications; Communications Law; Branding; Capstone Course www.kumarcomm.wordpress.com Courses: Marketing Fundamentals; Financial Fundamentals; Research; Writing for Marketing Communications; Sales and Strategies; Database Development; Branding; Relationship Marketing; Technology in Marketing; Marketing Ethics
  • 39. Solution to the professional dilemma: 1. Get your Master’s degree. 2. Get accredited: § PRSA: www.praccreditation.org   § ABC: www.iabc.com/abc/ . . . Or BOTH!

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