I say, is that an elephant in the room?
I have been tied up for the past few days, well, not tied up exactly, but busy with some client work so did not stop by the Cafe until a short while ago. I was greeted by some interesting comments to the quick post I did refering folks to the interview I did with Bulldog Reporter. I was particularly intrigued by the comments/questions from Tim Hicks regarding promoting the profession and its standards.
Tim asks whether there was a “…time in the recent or distant past when IABC - or PRSA for that matter - raised the issue, discussed it, and rationally decided that outreach was not a desirable strategy?” I can only answer for IABC, Tim. Based on the years I have been on the board the answer would be yes, it has been raised and discussed - both rationally and irrationally - many, many, many times. And, at no time have I ever heard that outreach was not a desirable strategy. Wait, I think I need a disclaimer here. I will try that again. To the best of my recollection, I have never heard that outreach was not a desirable strategy. Further, to the best of my recollection, every board has struggled with how that might be done. So, “What’s the deal?”, you may well ask.
Let me step back for a moment.
For as long as I’ve been a communicator - which would be since dirt was created or evolved (sorry I can’t be more specific but an appeal is pending) - I have heard the comment, “My professional association needs to do more to promote the profession.” In the interest of full disclosure, I may have actually uttered the words myself from time-to-time. Out loud even. I mean, come on people, work with me here. It should be an absolute-slam-dunk-no-brainer that the world and everyone in it should respect and admire the work I do (and compensate me well for doing it, by the way). Its just natural to think this way, isn’t it?
It is also interesting to note that I have heard very similar sounding words from the mouths of many people I have worked with over the years including nurses, doctors, pharmacists, accountants, lawyers, HR officers, real officers (as in police), corrections workers, art directors, advertising account execs, teachers, social workers, etc. It is just natural. We all have the same need to be respected. Perhaps it was Aretha who said it best, “All I’m askin’ is for a little respect.” R-E-S-P-E-C-T, sock it to me , sock it to me, sock it to me. Sorry, that song always gets me going.
Where was I? Oh yes, I was trying to get this respect/promoting the profession and its standards thing into some kind of perspective. Here are a few random thoughts:
- By the standard definition, we are not a profession. Did I actually just write that down? Oh, I will get cards and letters for that one but, I’m sorry, it’s true. However, that does not in any way diminish the importance of what we do.
- There is no one overarching organization that takes all existing communications/pr associations (and there are hundreds around the world - search “public relations association”) under one umbrella. Sorry again, but it’s true. Yikes, more cards and letters.
- Because of the first two points, there is no one overarching set of professional practice standards (let alone ethical standards) for pr/communications. Please address your cards and letters to . . .
Yes, I believe that is an elephant.
We all see it, right? It’s not just me, right? Whew, I thought I was losing it there for a moment. OK, so we all see it but we’re just not sure how to acknowledge it and invite it to be one of the group. IABC has struggled, as I’m guessing every other pr/communications association has (or is), with how to promote “the profession”. In IABC’s case, it is a challenge on many fronts. First, we have an incredibly diverse membership. Next time you are at a table of communicators, ask each one to describe their job duties. If it is a table of 8, there will be 8 different answers. Second, IABC has members working in something like 67 countries. That is a substantially different reality than most other communications/pr associations. Sorry again, but it just is. Third, all countries do not operate under the same rules - and thank goodness for that! What I, a “professional” communicator in Canada, might think is ethically right or wrong, could simply be laughable in another country or in another context. This is where is starts to get really complicated for any organization that is operating globally - as I’m sure I don’t need to point out to any of you that are trying to “do what’s right” within your own global organization. Do you suppose there have been any interesting debates on this subject at companies such as Google, Yahoo or Microsoft lately?
Please don’t get me wrong. I do not mention the above as excuses for or reasons why nothing can be done. I mention the above in an effort to put the topic into context. It is not simple. However, the very act of recognizing our pachyderm friend is a giant step in the right direction. Now, we just need to get at it. And not just IABC, either. As my eldest offspring would say while rolling her eyes toward the ceiling, “Well, duh.”
The short answer to your question, Tim, is that IABC has discussed it often (and still is) and there is no argument. It is something we clearly need to do. However, as in most things, the devil is in the detail.
As always, the Cafe is open. I have my protective gear on so fire away.
January 30th, 2006 at 1:13 pm
The question of standardization grips every multinational organization. If there are statements of first principles for public relations and communication, they will differ according to specialization, according to for-profit status, according to geography, etc. You get the picture. We can foster a culture of internal dialogue in our work, but will there be as much in Slovakia as in Germany or Russia or INdia?
My first boss in communication, Rob Gill, told me early on:
No one knows what we do or how we do it. They think it’s easy. They don’t appreciate it. Until they need the help, and then the gratitude lasts only as long as the specific assignment. We always have to figure out how to do things better, faster and cheaper, and never forget that we are serving customers.
We need to do our best - and commit most if not all of our effort - to serving our customers. Otherwise, we’re just another media-hungry interest group.
January 30th, 2006 at 5:27 pm
Despite the diversity of the worldwide IABC membership, someone, somewhere, crafted the IABC accreditation requirements.
Was that effort immune to the difficulties and the debate over standards facing today’s leadership when discussions turn to outreach?
Why not piggyback an outreach initiative on the established bedrock represented by the x-thousand accredited members of IABC?
Many members with “ABC” on their business cards work in the capacity of hiring managers. Whenever communication or pr openings occur in their organizations, let them add “Accredited professionals preferred” to the job announcement. (The more daring might shoot for the moon and specify, “ABC or APR certification required.”)
These stipulations should also be embedded in the official job descriptions of applicable positions.
Over time, this would do two things in both the Respect and Outreach departments:
1. It will provide a springboard for discussion in which the “embedded” ABC can articulate to his or her senior management colleagues the significance and value of hiring credentialed employees.
2. It will provide an incentive for would-be job applicants to pursue accreditation. Non-accredited members would welcome the outside validation of a labor-intensive process and sign up. Nonmembers would see a tangible benefit of joining the organization with an eye toward accreditation.
IABC already has thousands of embedded ABC “agents” in hundreds of organizations around the world. Why not equip them with marketing materials and promotions touting membership and accreditation, then…turn ‘em loose!
February 2nd, 2006 at 2:37 pm
Is it possible to get this blog feed via email? Hanah in Chicago.[ed note: spam]
February 3rd, 2006 at 7:25 am
Hi Hanah, seeing as you signed your comment “Office 2003″ I’m assuming you are using Outlook.Would you believe that a Google search on “rss reader for outlook” returned approximately one zillion results?
http://www.google.com/search?num=100&hl=en&lr=lang_en&safe=off&q=rss+reader+for+outlook
Some are free, some are not. Personally I prefer standalone feed readers, so I can’t vouch for any of these packages. Good luck…
Serves me right for responding to a post before I had my coffee…CBH