Value of Accreditation Tied to Strategic Communication Management and Credibility, According to IABC Study



    SAN FRANCISCO, Feb. 27 /CNW/ - Practicing strategic communication
management and increasing credibility to organizations are two of the most
valuable assets Accredited Business Communicators (ABCs) offer their
employers. These were among the key findings in recent research conducted for
the International Association of Business Communicators (IABC).  The global
Value of Accreditation study, sponsored by IABC/Chicago and L.C. Williams &
Associates Research Group, was undertaken to provide insight into the value of
accreditation to individuals, employers, clients and the communication
profession.

    "This is the first research directed to our customers -- employers and
clients," said Anna M. Willey, ABC, chair of IABC's Accreditation Council.
"The findings offer insight into the value of accreditation from a
professional development perspective and tie it into the value employers and
clients place on strategic communication."

    Following are some of the research findings:

    
    -  Fifty-one percent of ABCs indicate they take a more strategic approach
       to the activities and processes in their organizations since becoming
       accredited.

    -  Fifty percent of supervisors and clients say the value of an ABC is
       the ability to communicate strategically.

    -  Sixty percent of ABCs perceive accreditation as giving more
       credibility to their department or organization.

    -  Sixty-nine percent of employers and 50 percent of clients perceive
       ABCs as giving more credibility to their department or organization.

    -  Seventy-five percent of ABCs say accreditation increases the
       credibility of the profession.

    -  Sixty-eight percent of ABCs say accreditation has increased their
       personal credibility.
    

    According to ABCs, the accreditation designation is personally valuable
in a number of other ways. Benefits most often cited are: accreditation has
improved or enhanced their resumes (79 percent), increased their confidence
(71 percent) or given them peer approval and recognition (65 percent).
Two-thirds (67 percent) of respondents said being an ABC is very valuable or
valuable.

    Accreditation adds value to the advancement of the communication
professional as well, ABCs said. Eighty percent of the survey respondents say
accreditation provides a global standard, and 60 percent say it sets an
ethical standard.  Furthermore, 59 percent of ABCs say it reinforces the role
strategic communication plays in achieving organizational goals while 57
percent say it increases respect for the profession.

    The study benchmarks and begins to build a body of knowledge for the
profession in which the value of accreditation and strategic communication is
recognized by accredited members, their employers and clients. "Accreditation
clearly supports organizations' needs, requirements and expectations of
communicators," Willey said.  "In other words, the strategic communication
management process is what accredited business communicators have demonstrated
they can deliver."

    The Value of Accreditation executive summary with accompanying charts is
available free of charge on the IABC News Centre
(http://news.iabc.com/index.php?s=ideas&cat=28).


    About the study

    Research for the Value of Accreditation global survey was conducted in
three phases in late 2007: qualitative in-depth telephone interviews were
conducted with nine ABCs in the U.S. and Canada; a quantitative web-based
survey of ABCs with 356 from seven countries participating and web-based
surveys with 27 supervisors and 19 clients of participating ABCs. For the
survey of ABCs, the number of completions provides overall results that can be
generalized to all ABCs with a margin of error of +/- 3.8 percentage points at
a 95% confidence level.


    About IABC

    The International Association of Business Communicators (IABC) is a
global network of communication professionals committed to improving
organizational effectiveness through strategic communication. Established in
1970, IABC serves more than 15,000 members in 70 countries and 100 chapters.

    IABC's credential, the Accredited Business Communicator (ABC), is the
global standard in organizational communication and provides communication
practitioner's with a personal statement for their communication management
abilities. The accreditation process measures the strategic abilities and
technical skills of a communicator, and is a critical step in a communication
practitioner's career growth. For more information, visit http://www.iabc.com.





For further information:

For further information: Joseph Ugalde of the International Association
of Business Communicators, (415) 544-4726, jugalde@iabc.com, Web Site:
http://www.iabc.com

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