I’ve received some feedback on my speech from the conference that one portion of my remarks gave offense to some people in the audience, so I’d like to turn this into a conversation.
First, let me begin with an apology to anyone I offended. I’ll explain my thinking, so that you can understand where I was coming from, but I also want to learn from this.
Here’s an excerpt from Peggy Berndt’s conference evaluation (shared here with her permission):
“I was really liking the lady from IABC that spoke about accreditation until she said ‘shame on you’. At this point she lost me and others I talked with following the conference. No one can shame me into anything. Engage me… inspire me… but don’t shame me.”
While I did not intend to actually offend or shame anyone, I certainly knew my message would provoke some strong reactions, both positive and negative, and my intent was to push us as an association to debate it openly and deal with what I see as a major failure to achieve real influence. Obviously I missed the mark with this member and possibly others (and again, I’m sorry to have turned anyone off so completely), but I’m hoping the very fact that I’ve sparked a reaction will help us find a way to move the association and the profession forward.
So with thanks to Peggy for kicking this off, I’d like to open the gates for more reaction, negative or positive. We’ll live the brand here, and give everyone a chance to be heard.
I’m with Peggy. “Shame” isn’t a marketing strategy any more than “hope” is a planning strategy.
We should always be focusing on benefits — the benefits of becoming a member, achieving accreditation, supporting research, having access to business communication experts.
People outside looking in at IABC are asking “WIIFFM?” What’s in it for me? If we can’t answer that question, in all its forms and contexts, we won’t achieve long- or short-term goals.
Hmmmmm…I’ll agree it might not work with everyone, or that it might not be appropriate, but not sure I agree that shame isn’t a marketing strategy. In fact, hasn’t it been the main tool employed by religions and societies throughout history?
I think you were right to raise it and if anyone is entitled to in this vein then it is the Chair.
It wasn’t the bit in your speech that hit the highest approval rating with me, but it did cause me to think that, as a senior communicator who is not accredited, whether I had a duty to be.
And if it creates a debate, that is no bad thing either.
I agree that unless more people are prepared to go for it, it will not achieve the worldwide recognition which IABC seeks.
I do wish though that we could have come up with a different acronym to ABC which as the first three letters of the alphabet are, well, a bit simplistic – shall we say.
AIBC (Accredited International Business Communicator) would sound less Mickey Mouse.
Small thing, but many people raise it.
Any hope?
AIBC, hmmmm – I like the sound of that, Russell. Definitely something for the Accreditation Council to consider.
You’re right of course to be pushing for high training standards in our profession, and accreditation by a respected association is a good measure that individuals have reached it. But, shame on you Barbara, there are other reputable measures which may be more relevant in particular contexts.
As a believer in life-long learning, I started my career in communications with a postgraduate Master of Science in Public Relations from Stirling University in Scotland. Does the IABC have any plans to recognise such qualifications, instead of requiring a separate accreditation qualification?
I share your prioritisation of the ‘International’ of IABC – its what makes it distict from the many other trade associations. But it has to be truely international. As you know, I recently moved to Germany but am still linked to the UK chapter as there is none in Germany (a G8 country!) I could volunteer to set one up of course, but I feel that should come from a German national to have real credibility.
Other than that, I thought it an inspiring speech and you can’t please all the people all the time. All the very best of luck in your year as president.
Congratulations, Barbara, on your being the new IABC chair! I wasn’t at the New York conference (the latest one attended was in New Orleans last year) so I missed hearing the comment that garnered some reactions. It’s always more interesting to hear the speech live and situate it in the context of the audience and its spoken and unspoken reactions,and in the place and time. Your vision is inspiring (the 4 I’s) and I do warmly wish you success in leading our diverse organization. All the best!
I can understand how “shame on you” may have struck some folks in a negative manner. However, it describes my procrastination perfectly. In fact, my procrastination nearly left me without portfolio material, as a series of events led me into a government job that doesn’t produce work of that nature. A pro bono community project and serendipity — combined with publicly committing to the ABC process — finally got me up off my posterior.
Like Joan in Alaska in Barb’s Take the ABC Challenge blog, I didn’t have a local mentor to work with. However, I was lucky to have the support of the IABC Chicago study group, which allowed me to participate via conference call (an immense help and confidence builder).
The process of preparing my portfolio was all the additional review I needed to prepare for the exam. It can be compared to preparing an award entry or, for those who don’t do such things, to ensuring that a proposal or grant application properly adheres to the request for proposal or the grant qualifications. At any rate, preparing my portfolio made me think about the steps in the communication process instead of simply using the process, as I too often do these days.
I’m proud to say, my business cards now read “Annette Tait, ABC, APR”. I only wish I’d done it sooner.
I’m with Russell and Annete (previous posts) on this one…
As a mid-level communicator with a Master’s degree in communications, I fit the profile of one who ought to be accredited, yet I have failed to rise to the challenge… that is, until hearing Barbara’s call to action at the conference, when I decided then and there that “this will be the year.”
I completely believe that her choice of words was meant to be provocative in the best possible manner. They certainly got my attention and encouraged me to consider my own reasons for not becoming accredited, and, like Annette, my procrastination.
Even with an advanced degree, I believe whole-heartedly that the ABC designation demonstrates more than just the knowledge to communicate effectively; it also conveys the living proof that one has applied the knowledge in meaningful ways.
I’m in the process of completing my application this week.
Barbara, I thought your speech was provocative and it certainly got my attention. It has got members talking about accreditation and that can’t be a bad thing. Sometimes you have to get people’s attention and talking to make real change. Good for you for taking a chance and pushing accreditation and the “gold standard” to the forefront.
Let’s not lose the focus of this conversation…
My comments weren’t about Barbara’s good work, or the fact that accreditation is important to the profession, as these two realities are poignantly obvious.
In most cases association ‘keeners’, ‘insiders’ or ‘the converted’ frequent websites and participate in blogs, etc. The conference provides the association with a communications tool to the ‘others’.
To the point…
Will the ‘shame on you’ communications strategy help the accrediation numbers rise by next June?
How do we as professional communicators best motivate an audience that has been unresponsive in the past?
Commenting from the perspective of the importance of being an ABC,I think as members we ought to market it in a big way. To me, (am still in the process of accreditation), the attempt has been a great learning experience. Efforts by IABC to bring to the spotlight and recognise existing ABCs may motivate more members.
Mallika, India Chapter