competency model 1

8/12/2019 Competency Model 1

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© May, 2008 IABC Accreditation Council

PART ONE: Communicator’s Competency Model

This guide provides brief descriptions of the communication, management and knowledge area competenciesexpected of communication professionals as their careers progress. The model is directed to the post-baccalaureate

communication professional and assumes an individual is mastering the basic skills necessary in all occupations –

those pertaining to personal effectiveness, academic and workplace.*




Working from left to right on the grid gives the competencies expected for a communicator from entry to senior

level positions. Skill competency should be viewed as cumulative across levels.

COMMUNICATION

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2

Entry Manager/specialist

5 - 9 Years

LEVEL 3

Mid Manager/specialist

10 - 15 Years

LEVEL 4

Senior communicator

16 + Years

Writing/editing

• News releases

• Features

• Reports

• Correspondence

• AV, video

Clear, concise writing styleappropriate to audience andgenre; secure grasp ofspelling/ grammar/ punctuationfundamentals

Clear, concise writing styleappropriate to audience andgenre; secure grasp ofspelling/ grammar/ punctuationfundamentals

Able to present complex issuesappropriately for target audiences

Set and monitor writingstandards

Web content/writing Knowledgeable about webwriting best practices anduser-centered web design

Able to assist with planningand developing, andcoordinate the effectiveimplementation of web contentthat meets business goals anduser needs

Able to plan, develop andcoordinate the effectiveimplementation of web contentthat meets business goals anduser needs

Determines role ofthe web in strategicplanning

Writing proposals (Request ForProposal (RFP))

Assists in gathering andmaintaining data files, doingresearch

Manages production

Monitors appropriateness ofresponses

Manages development

Develops and sets strategicdirection of RFP process inalignment with business goals.

Participates inmanagement'sassessment of the

appropriateness ofresponding or notresponding to RFPs, inalignment with businessgoals

Research Understands research functionand role in planning.

Assists in gathering data,doing research

Directs research, conductsand analyzes as appropriate

Uses research to set strategicdirection and appropriatemeasurement tactics

Uses research to setstrategic direction andappropriate measurementtactics




COMMUNICATIONSKILLS

LEVEL 1Entry Coordinator

1 - 4 Years

LEVEL 2Entry Manager/specialist

5 - 9 Years

LEVEL 3Mid Manager/specialist

10 - 15 Years

LEVEL 4Senior communicator

15 + Years

Presentations

• Speech writing

• Visuals

Prepare presentationmaterials for others;

Confident contributing inmeetings

Counsel others and preparepresentation materials forothers;

Confident contributing inmeetings

Able to prepare effective packageof presentation materials

Able to present to large groups

Prepares presentationsaligned with thestrategic goals of thebusiness

Confident presenting tosenior management

Graphic design Knowledgeable about theprinciples, methods andtechniques of graphicdesign, and its role incommunications

Ensures design considerationsare part of strategiccommunications planning

Oversees the work ofdesigners

Guides the strategic developmentof design projects and ensuresintegration with thecommunications plan.

Oversees the work of designers

Ensures that graphicdesign works with otherelements to supportstrategiccommunicationobjectives

Newsletter/journal editing/layout Ability to plan and editcontent.

Supervise layout and design

Directs editorial planning andpolicy development.

Manage multiple publications

Provides strategic direction in useof newsletters to achieve businessgoals

Provides strategicdirection in use ofnewsletters to achievebusiness goals




MANAGEMENTSKILLS


1 - 4 Years


5 - 9 Years


10 - 15 Years


15 + Years

Ethics (IABC Code of Ethics; senseof ethical responsibility)

Sense of ethicalresponsibility

Applies ethical guidelineswhen making decisions — isan organizational valuesmanager

Applies ethical guidelineswhen making decisions — isan organizational valuesmanager

Is willing to act as an ethicsadvocate in organizationaldecision-making.

Takes a stand on ethicalissues

Communication Planning

• Conduct audience research

• Identify issues/risks

• Set objectives

• Include change management

• Develop strategic approach

• Develop key messages

• Develop budget

• Develop implementation/tactical plan

• Develop measurement /evaluation

Develops basic, tactical plan

Executes tactics, with

direction

Develops complete plan

Ensures alignment to

corporate goals, priorities

Anticipates business needs

Identifies and championsbest practices

Provides hands-onexecution as needed andappropriate

Provides strategic direction

Identifies and sets standards

for best practices

Ensures communicationfunction aligns with othercorporate business areas andinitiatives for maximumstrategic effectiveness

Evaluates effectiveness ofcommunication andrecommends changes inimplementation as needed

Establishes strategicapproach

Identifies and setsstandards for best practices

Ensures communicationfunction aligns with othercorporate business areasand initiatives for maximumstrategic effectiveness

Evaluates effectiveness ofcommunication andrecommends changes inimplementation as needed

Crisis Communication Provides support as directed Provides planning andimplementation. Offersdirection as needed

Leads planning and execution

Advises management

Leads planning andexecution

Advises management




MANAGEMENT

SKILLS

LEVEL 1

Entry Coordinator

1 - 4 Years

LEVEL 2

Entry Manager/specialist

5 - 9 Years

LEVEL 3

Mid Manager/specialist

10 - 15 Years

LEVEL 4

Senior communicator

15 + Years

Publication management

• Brochures

• Newsletters

• Magazines

• Annual Reports

• Special publications

Assists in gathering data,doing research

Writes content as directed

Manages design, production,distribution as directed

Sets editorial policies

Develops action plans


Provides strategic direction Counsels on strategic direction

Database/distribution systems Maintains systems

Updates as needed

Researches new data

Determines systems

Monitors effectiveness

Recommendschanges/additions


Assesses data, provides analysis


Project tracking/measurement Ability to manage trackingsystem

Establishes measurements.Plan and manage trackingsystem

Provides strategic direction Provides strategic direction

ime management Meets deadlines Develops timeline based on

project priorities

Sets priorities, develops timeline

for projects

Sets priorities, develops

timeline for diverse projects

Vendor Management Works with approvedvendors

Manages approved vendorrelationships

Conducts vendor selection andreview

Conducts vendor selection andreview




MANAGEMENTSKILLS


1 - 4 Years


5 - 9 Years


10 - 15 Years


16 + Years

Budgeting Works within set budget Sets project budgets Prioritize projects by Return-on-investment (ROI)

Sets overall strategy by ROI

Professional Development Explores diverse interests andexperiences to focus careergoals.

Stays abreast of industrychanges

Identifies career interests,options & strengths andtakes steps to pursue careergoals

Seeks out additionaldevelopment to further careergoals

Seeks out additionaldevelopment opportunities,often contributing toindustry’s body ofknowledge




KNOWLEDGE AREASKILLS


1 - 4 Years


5 - 9 Years


10 - 15 Years


16 + Years

PUBLIC RELATIONS

Media relations Writes news releases, advisories,etc.

Develops and maintains media lists

Manages distribution

Develops plans

Develops and maintainsrelationships with keymedia

Provides strategicdirection


Provides analysis ofeffectiveness

Ensures strategic directionintegrates will overallorganizational direction

Issues Management Provides support as directed Provides planning andimplementation

Offers direction as needed


Advises management


Advises management

Crisis CommunicationPlanning

Provides support as directed Provides planning andimplementation.



Advises management


Advises management

Community Relations Provides support as directed

Writes content

Assists in event planning andimplementation

Develops plans

Manages implementation


Provides analysis ofeffectiveness

Ensures strategic directionintegrates will overallorganizational direction

Investor Relations Provides support as directed Provides planning andimplementation


Leads planning and execution Advises management


Advises management




KNOWLEDGE AREASKILLS


1 - 4 Years


5 - 9 Years


10 - 15 Years


16 + Years

Government Relations Provides support as directed Provides planning andimplementation.



Advises management


Advises management

Labour Relations Provides support as directed Provides planning andimplementation.



Advises management


Advises management

CONSULTING/MANAGEMENT

Consulting skills/ problemsolving

Participates as directed inimplementation of solutions

Consults with clients(internal or external) todetermine businessobjectives for project orinitiative and advises onstrategic communicationsapproach

Consults with seniormanagement and advises onoverall strategic approach tocommunications aligned withcorporate-wide businessobjectives

Consulting skills/ problemsolving

Consults with seniormanagement and adviseson overall strategicapproach tocommunications alignedwith corporate-widebusiness objectives

*Personal effectiveness –

interpersonal skills, integrity, professionalism, initiative, dependability/reliability, and willingness to learn.Academic – reading, writing, mathematics, science/technology, listening/speaking, critical/analytic thinking, active learning and

basic computer skills.Workplace – teamwork, adaptability/flexibility, customer focus, planning/organizing, creative thinking, problem solving/decisionmaking, working with tools/technology, workplace computer applications, scheduling/coordination, checking, examining and

recording and business fundamentals.

Sources

Competency Model Clearinghouse, http://www.careeronestop.org/COMPETENCYMODEL ; Focus Groups – IABC members

http://www.careeronestop.org/COMPETENCYMODEL




competency model 1

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