Communication professionals around the world are making important strides in elevating their impact in the global marketplace with established benchmarks and frameworks for achievement. The International Association of Business Communicators (IABC) applauds the Global Alliance in launching the new Global Capabilities Framework (GCF) for Public Relations and Communication Management. We are enthusiastic about this in-depth work across continents and constituencies which has produced this valuable framework for the roles public relations and communication professionals fulfill within their organizations.
“This research is an important and vital companion piece to the Global Standard, released by IABC in 2013,” said Dianne Chase, IABC Immediate Past Chair. “The Global Standard is focused on the competencies communication professionals need to develop and which serve to deliver the capabilities outlined in the framework.”
The Global Standard is based on two years of extensive research by an international task force led by former IABC chair, Adrian Cropley, OAM, FRSA, ABC, and outlines the six core principles that are building blocks to a communication professional’s work. The overarching goal is to ensure consistency and credibility across communication disciplines and effectively serve organizations of all types and sizes around the world.
|The Six Principles of the Communication Profession|
|Ethics||Communication professionals adopt the highest standards of professional behaviour. They always:
|Consistency||Acting as the organization’s voice, a communication professional expresses a single, consistent story for internal and external audiences. This narrative is clear and compelling, it reflects the input and perspectives of diverse stakeholders, and it furthers the organization’s mission. A communication professional integrates information and inspiration for this narrative from people with diverse perspectives and ensures that communications are culturally appropriate to each audience.||
|Context||The communication professional is sophisticated about the organization’s internal culture and external environment. Deep familiarity with the organization’s vision and goals and how its elements function together – from accounting to production to human resources – is crucial to interacting successfully with other leaders of the organization and communicating effectively about the organization. Advocating successfully for the organization also depends on a thorough understanding of its political, economic, social, technological, environmental and legal context — and of how to interact with representatives of other organizations.||
|Analysis||Communication professionals research and evaluate how to serve and promote the organization most effectively and then offer recommendations supported by direct and secondary evidence. They develop and implement communication plans and gauge their results using clear qualitative and quantitative measures that can be duplicated.||
|Strategy||With rigor and discipline, a communication professional identifies opportunities and challenges both inside and outside of the organization. Addressing communication challenges and opportunities with a thoughtful strategy allows the organization to achieve its mission and goals. The communication professional systematically manages communication activities, making decisions based on research, analysis, planning and evaluation. The professional also has the flexibility and creativity to adjust to change inside and outside of the organization.||
|Engagement||A communication professional identifies and communicates with employees, customers, shareholders, regulators, government agencies and other groups with an interest in the organization’s activities. All these groups have the potential to change the organization’s results. So the communication professional fosters and nourishes relationships with them that will support the organization’s mission and goals. The communication professional uses dialogue to tell the organization’s story and garner support.||
The Global Standard also outlines the career paths of a communication professional. IABC’s professional development programs and initiatives are aligned to the Global Standard, including the certifications offered by the Global Communication Certification Council which test against The Standard.
“Working hand in hand with the Global Alliance, as well as other communication and PR organizations around the world, we are excited about the growing opportunities to advance the profession and elevate the levels of expertise in the field,” said Chase.