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Can the new three-yearstrategic plan for IABCreally be successfully

carried out?Absolutely, say members ofthe IABC international executiveboard and staff. They recentlyput the finishing touches on theplan, after envisioning the stateof the association in 2015. “The teamwork was energiz-ing and the individual thinkingwas outstanding,” says executiveboard Chair Adrian Cropley,ABC. “And the final planreflects a very clear direction forIABC that will not only tap intothe energy of our members but

will also increase our leadershipposition in the profession.”The reason this plan has thepower to last, says Cropley, isbecause it’s based on memberinsights. “IABC’s 2009–2010member survey, data collectedfrom the biannual readershipsurvey for CW magazine andCW Bulletin, the 2011 IABCcommunication audit, andinput from chapter and regionalleadership have provided criti-cal information that made itclear to the [executive board]that it was time to take steps toimplement what we’ve learnedfrom our members and takeaction to support their future,”he explains.A year ago, senior staff andexecutive board members beganfocusing on key elements toinclude in the 2012–2015strategic plan. In August, mem-bers of the board’s executivecommittee spent a weekendwith staff in San Franciscodeveloping the plan that willdrive IABC’s business for thenear future. The resulting docu-ment meets the association’sorganizational objective to be“the preferred community andresource for communicationprofessionals working in diverse

industries and disciplines acrossthe globe.” “The priority is to delivervalue to members while engag-ing with and influencing thecommunity, the profession andbusiness at large. This will growIABC membership and build a stronger communication pro-fession,” says executive boardVice Chair Kerby Meyers. “Thethree-year strategic plan mayseem aggressive, but in thehands of experienced communi-cators who understand the needfor organiza tional alignment,clear goals and clarity in com-munication, IABC’s strategic

A timely—and doable—strategic planby Paige Wesley, ABC

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mark your calendar9 May Web seminar: Engage, Inform and Retain: EmployeeCommunication for a Company Acquisition24–27 June Conference (Chicago): IABC 2012 World Conference11 July Web seminar: The Power of Framing: Challenging theLanguage of Leadership (free to IABC members)

For more information about these and other events, go towww.iabc.com/education.

www.iabc.com/cw Communication World • May–June 2012 5

Adrian Cropley, ABC: “The finalplan reflects a very clear directionfor IABC that will not only tapinto the energy of our membersbut will also increase our leader-ship position in the profession.”

about the authorPaige Wesley, ABC, is vice

president of marketing and communication for IABC.

6 Communication World • May–June 2012 www.iabc.com/cw

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plan sets a high bar. By focusingon three fundamental pillars ofcontent, career and business, the[executive board] has distilledthe essence of what IABC offers,why IABC offers it and the valueIABC provides into a real andachievable plan.”“The great thing,” addsCropley, “is the value this plancan bring to chapters andregions and to the profession asa whole. This is a simple, easyway to communicate a visionthat can drive chapter andregion thinking and action inalignment with IABC interna-tional. These pillars supportboth members and our profes-sion, and create opportunitiesfor IABC members to succeedin their careers.”

Outcome-driven“For a number of years now,”says former Chair Shelley Bird,ABC, “current, past and incom-ing board chairs have commit-ted to supporting a shared andsustained vision for the future ofIABC. This has led to a veryhigh level of engagement andaccountability for all boardmembers, and a smooth transi-tion from year to year. We didn’thit the restart button each year.We focused on the strategicagenda, building momentumand tweaking as needed alongthe way. And we continue toshare a mutual commitment tomaking sure that we accomplishthe objectives set out in thestrategic plan.”The executive board is focus-ing on three strategies: 1. Expanding the depth andbreadth of content to continueto enhance IABC’s reputation as the most credible source of

information for professionalcommunicators.2. Establishing global standardsfor communication profession-als and developing a program oflifelong learning, recognizingthe need to support members at every stage of their careers.This includes strengthening thevalue of accreditation and IABC awards programs, andintroducing new programs aspart of continuous developmentand education.3. Ensuring that IABC’s businessoperations are sound, includingsustaining current revenuestreams and developing newones at all levels.

“What really makes thisvision and plan attainable,” saysCropley, “is the people. Fromthe board members and staff, to chapter and regional leader-ship, to the many members whotake the time to share theirviews and be heard, the 2012–2015 plan is the work of many,and it represents our best inten-

tions for the future. And ourpassion, drive and excitementwill get us there.”

Early registration deadlinefor World Conference is 25 MayBe sure to register by 25 May to qualify for early-bird dis-counts for IABC’s biggest eventof the year, the World Con fer -ence, to be held 24–27 June inChicago. The World Con fer -ence brings together hundredsof communication profession-als and subject matter experts.Seven professional develop-ment tracks with more than 70 sessions offer the latestresearch and an in-depth exam-ination of best practices andideas in business communi -cation. Keynote speakers at this year’s conference includeRobert F. Kennedy Jr., KevinCarroll and Lynn Heward.Besides the conference’scountless learning and net-working opportunities, you’llbe able to give back to Chicagononprofits through the pre-conference community project.Using IABC’s Gift of Com -munication model, attenderswill have an opportunity toaddress unique problem-solving situations, brainstormwith colleagues from aroundthe world and demonstratehow communication profes-sionals can make a difference in their communities. Theevent will be held in conjunc-tion with Volunteer Chicago on Saturday, 23 June. Partici pa -tion is free, but pre-registrationis required. Don’t forget to check outConference Connections, ouronline community where you

call for presentations for 2013 conferences Share your communication

expertise with your peers atfuture IABC events, including the 2013 World Conference,scheduled for 23–26 June in

New York. Details about IABC’scontent needs, audiences,

the speaker selection processand more are available at

www.iabc.com/education/cfp.The deadline for speaker

proposals is 15 July.

Shelley Bird, ABC: “We continueto share a mutual commitmentto making sure that we accom-plish the objectives set out in the strategic plan.”

www.iabc.com/cw Communication World • May–June 2012 7� BACK TO CONTENTS

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can connect with speakers andattenders before, during andafter the event. If you’re onTwitter, join the conferenceaction via the hashtag #iabc12.You can also RSVP for the conference on the social net-working sites below and find out which of your IABCfriends and colleagues will beattending.

LinkedIn:http://linkd.in/waWi2I

Facebook:www.facebook.com

/events/279045562166274/

Plancast: http://plancast.com/p/9o7i/iabc-2012

-world-conference

The World Conference pro-gram and registration are onlineat www.iabc.com/wc. Discounted early-registrationand hotel rates are availablethrough 25 May. Mention“IABC World Conference” toget a special group discount rate at the host hotel, the Shera -ton Towers.

Congratulations to KansasCity/IABC, internationalchapter of the year IABC’s Kansas City chapter haswon the 2012 InternationalChap ter of the Year Award. The winners of the 2012Chapter Management Awardswere announced during theLeader ship Institute in Miami in February. Kansas City/IABCwas also named the LargeChap ter of the Year. The awardfor the Small Chapter of theYear was presented to IABC/Tulsa, while Orange County/IABC won the Mid-size Chap -

ter of the Year award.The Chapter ManagementAwards recognize the leadershipabilities, management skills,creativity and teamwork of out-standing volunteer chapterleaders worldwide. Within thesmall, mid-size and large divi-sions are eight categories:branding, membership market-ing, professional development,financial management, leader-ship development, communica-tion, community involvementand student involvement. Other winners include:

l Chapter Leader of the Year:Donna Schwartze, Kansas City/IABC

l Regional Leaders of the Year:Tamar Meguerditchian,Courtney Sutherby andMeghan Weaver, IABC/New Orleans

To see the complete list of winners, visit http://bit.ly/IABCcma2012.

IABC joins hands with PRIA for the WorldPublic Relations ForumIABC has partnered with thePublic Relations Institute ofAustralia (PRIA) to present the World Public RelationsForum in November in Mel -bourne, Australia. The forum,being convened by the GlobalAlliance, is themed “Com -munication Without Borders,”reflecting the international fla-vor of the conference and posi-tioning public relations as atruly global profession. IABC is working with PRIAto develop the forum programand will produce one of theconference tracks in coopera-tion with the institute. The

forum includes a full-dayresearch colloquium and two-day conference program. It willbring together thought leaders,industry experts, researchers,educators and delegates fromaround the world. IABC members who attendwill receive the PRIA memberdiscount rate. For more information and toregister for the conference, visitwww.worldprforum.com.

Shape the future at theResearch Foundation Think TankThe IABC Research Foundationis taking a new approach toidentifying new and emergingissues for future research thatwill culminate with a ThinkTank forum at the WorldConference in Chicago onSunday, 24 June. Conferenceattenders who have a passion forexploring communication issuesand a desire to help shape thefuture of the profession areinvited to participate. DianeGayeski, Ph.D., a leader of thefoundation’s research advisorypanel and dean of the Roy H.Park School of Communi -cations at Ithaca College, willmoderate the event.The Research Foundationstarted the topic identificationprocess in January with onlinebrainstorming sessions con -ducted with Concept Systems, the company that hosted thewebsite for the brainstorm-ing, sorting and rating, andcom pleted the final concept

research foundationlaunches csr projectThe IABC Research Foundation,with sponsorship from DirecTV,has launched a breakthroughresearch project on corporatesocial responsibility (CSR). Theproject addresses the challengesfaced by managers who areresponsible for communicatingabout CSR activities to variousaudiences. No matter how trans-parent a corporation may be,communication about CSRachievements may be seen byskeptical stakeholders as com-mercially motivated. In addition,managers sometimes have a hardtime incorporating CSR processesinto day-to-day activities. Thenew study investigates howmanagers face and resolve thesesignificant challenges. Prelim -inary information from the studywill be shared with IABC mem-bers later this year; the full studywill be published in 2013.

8 Communication World • May–June 2012 www.iabc.com/cw

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mapping. The approach andmethodology engaged a groupcomposed of members from the research advisory panel andCW editorial advisory panel,who sought to identify andorganize topics of relevance tocommunicators. A speciallyselected topic identificationgroup then analyzed the initialdata. The results were compiledinto visual maps and reports that will be used to guide theThink Tank event and informdecision making. The Think Tank will be ahighly innovative session whereparticipants can propose anddiscuss the issues, trends andmanagement practices that they believe will shape the profession for the rest of thedecade. Attenders will be ableto connect with knowledgeablecolleagues and work together to explore pressing issues inorder to influence IABC’s con-tent development and help theResearch Foundation identifyvaluable research.In addition, participants willbe asked to join a rotating set of roundtable discussions. Care -fully selected facilitators will leadthese smaller groups focused onparticular topics. People who arenew to the topic will be able tolearn from seasoned profession-als, while those who are morefamiliar with it will be able todeepen their thinking and bene-fit from fresh perspectives.The Think Tank will con-clude with a summary of the keydiscoveries and top-line analysis.The results will be published ina report that will be made avail-able to all IABC members andwill inform IABC’s contentdevelopment and research topic

selection processes. To participate in this pre-conference session, email conference@iabc.com.

Listen up: Podcasts shareConversations with CEOs As part of the IABC ResearchFoundation’s Conversations withCEOs study, a series of podcastinterviews with senior corporateleaders is now available. Mem -bers can learn about the com-munication needs, challenges,expectations and best practicesof CEOs, as seen through theireyes. Recent interviews in thepodcast series include: l David Hunke, president andpublisher of USA TODAY,who talks with researcherMerrill Shugoll about thechanging newspaper industryand the need to acquire newskill sets and new thinking.Hunke also discusses the for-mula for good CEO commu -nication, which he believesincludes being authentic andunscripted as much as possible.l Richard Bowden of BupaAustralia, who talks withresearcher Shugoll about theimportance of having mecha-nisms in place to ensure two-way communication. SaysBowden, “If you say you wantto hear what’s on people’sminds, you have to be willing to listen.”l Ann Buller, president andCEO of Centennial College inCanada, who discusses theCEO’s role as storyteller.Accord ing to Buller, leadersmust be able to put highly complex, technically challeng-ing issues into clear languageand make it relevant for theiraudiences.

Listen to these and otherIABC podcasts at cafe2go.x.iabc.com.

IABC collaborates ondefining PR professionAs part of its ongoing work tobuild and support the com -munication profession, IABCcollaborated on the 2012“Pub lic Relations Defined” initiative. Spear headed by thePublic Rela tions Society ofAmerica and supported by adozen organizations, the ini -tiative developed the follow-ing defi nition of PR: “Publicrelations is a strategic commu-nication pro cess that buildsmutually beneficial relation-ships between organizationsand their publics.” Past IABC Chair JohnClemons, ABC, APR, whoserved as interim executivedirector earlier this year, wasquoted in a 1 March New YorkTimes article as saying the initiative is the “beginning ofan ongoing sustained dis -cussion about what it is the public relations industry does.”He added, “I consider this ajourney.” IABC has participated inother industry collaborations,including the: l 2011 Stockholm Accords,developed in concert with theGlobal Alliance, an organiza-tion that supports regionalcommunication and publicrelations organizations aroundthe world.l Social Media MeasurementStandards Conclave, an indus-trywide effort to establish prin-ciples and standards for socialmedia practice. l

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join us!If you haven’t already started using social media to connect

with IABC, find us here:

www.facebook.com/IABCWorld

www.linkedin.com/groups?gid=58441

www.twitter.com/iabc

remembering a leader:john nolen bailey

1935–2012John Bailey, IABC Fellow

and executive director of IABC (1973–1983), passed away on 22 March 2012 after a long battle with cancer. Mr. Bailey

served as an association executivefor more than 50 years and wasrecognized with several nationalawards, including the Key Award,the highest honor presented to

individuals in the associationmanagement profession.

Read more about John Bailey’slife and accomplishments

on IABC’s website:http://news.iabc.com/index

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