Overview Corporate Membership Messaging

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1 Overview Corporate Membership Messaging Why invest in corporate communication employees United Airlines lost nearly $1 billion in market capitalization in the hours after its 2017 violent customer incident and a poor initial crisis communications response was partially to blame*. The work of a good communication team can make or break a company. Yet many organizations don t invest in their employees in ways that show they believe this. Communication professionals represent the voice of an organization as it interacts with customers, clients, employees, partners, shareholders, competitors and the community. The communication professional brings the organization to life with a brand voice that aligns its verbal, visual and digital messages and activities with its mission and vision. By clarifying the brand, communication professionals also help ensure the organization runs efficiently and effectively. Communication professionals build a strategic communication plan based on thorough research, they communicate with a variety of audiences in a range of styles, they develop and edit content, and they assess where and how to communicate and how to evaluate the results of their work. They act as the organization s conscience and strive for its financial, social and environmental sustainability. How IABC corporate membership can meet your team s needs IABC member research shows that the top four needs a communication professional has in order to do their job effectively are: Access to peer-to-peer networking and knowledge sharing To keep current with new issues and developments To learn new skills and acquire knowledge To enhance their professional image and credentials Access to the benefits of an IABC Corporate Membership answers all four of these professional needs. IABC programs and best-practice resources are based on the Global Standard of the Communication Profession, which sets the standards for communication competency. IABC Corporate Membership includes unlimited access to IABC Academy self-paced and on-demand courses, providing a learning pathway to Communication Management Professional (CMP) and Strategic Communication Management Professional (SCMP) certification through the Global Communication Certification Council (GCCC). These GCCC certification programs are designed to ensure that communication professionals meet standards-based competencies to elevate their work and the results of the organization. * McAllister, R. (2017). Crisis preparedness and its impact on shareholder value. Continuitycentral.com. Retrieved 21 March 2018, from news/2238- crisis- preparednessand- its- impact- on- shareholder- value 1

2 What this all means is that the organization that supports their communication professionals via an IABC Corporate Membership benefits from improved organizational communication effectiveness which impacts key strategic initiatives and drives business results. The following messages adhere closely to those needs that communicators report are most important to their success, as well as to the needs and expectations of the communication/business executive and human resources influencer audiences. Supporting proof points buttress the Corporate Membership messages with facts about the program. 1) Key messaging ALL AUDIENCES IABC Corporate Membership elevates the standard of professional communication in your organization. Corporate Membership includes education and professional resources that are based on the Global Standard of the Communication Profession, which sets the standards for communication competency through six core Principles: o Ethics o Consistency o Context o Analysis o Strategy o Engagement Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession IABC s programs and initiatives are aligned to the Global Standard, ensuring consistency and credibility throughout all efforts CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standardsbased competencies to elevate their work and the results of the organization. Corporate 2

3 Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). case studies, best practice work plans, e-books, and free, monthly webinars available live or on-demand International and local/regional conferences with best-in-class speakers and education Subscription to Communication World online magazine and its weekly supplement CW Observer 2) Key messaging ALL AUDIENCES Investing in professional development via an IABC Corporate Membership improves employee engagement and retention;; committed, engaged employees are more productive and efficient. Employees who have access to professional development are 15% more engaged in their jobs than workers without similar opportunities. ( Employees with the highest levels of commitment perform 20% better than employees with lower levels of commitment. The Society for Human Resource Management (SHRM) Engaged employees are builders. They are aware of the desired expectations concerning their role and can meet and exceed those expectations. They perform at consistently high levels and use their talents and strengths at work every day. Gallup Organization Employees with professional development opportunities have 34% higher retention. ( If employees are not given opportunities to continually update their skills, they are more inclined to leave. The Society for Human Resource Management (SHRM). Employee replacement can cost a company between six and nine months of the departed employee s salary. The Society for Human Resource Management (SHRM). 3

4 Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession CMP and SCMP Certification IABC Corporate Membership provides an educational pathway to professional certification through the GCCC certifying board. GCCC certifications are designed to ensure that communication professionals meet standards-based competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). Member-only access to The Hub, IABC s private, online collaboration platform providing access to a global community of communication professionals Invitation for up to six senior executives to participate in an online Executive Think Tank, available exclusively to Corporate Members Invitation for up to four senior executives to participate in the World Conference CEO/C-Suite Roundtable/Executive Forum, available exclusively to Corporate Members 3) Key messaging ALL AUDIENCES IABC Corporate Membership facilitates access to business-building ideas and best practices through peer-to-peer networking, engagement and knowledge sharing among a global community of communication professionals. The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Free or discounted registration to IABC World Conference, the premier annual professional development event for the communication industry (based upon package selection) Member employees can engage with other communication professionals, and learn about best practices from communicators from around the world 4

5 Regional and chapter membership Employees participate in local and regional events where they can continue to glean ideas and discuss businessbuilding case studies Invitation for up to six senior executives to participate in an online Executive Think Tank, available exclusively to Corporate Members Invitation for up to four senior executives to participate in the World Conference CEO/C-Suite Roundtable/Executive Forum, available exclusively to Corporate Members 4) Key messaging ALL AUDIENCES IABC Corporate Membership allows your communication professionals to stay on top of trends and critical developments impacting organizational communication practices;; this ensures your business s voice remains relevant, informed and proactive Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Free or discounted registration to IABC World Conference, the premier annual professional development event for the communication industry (based upon package selection) Member employees can engage with other communication professionals, and learn about hot-topic trends and best practices from global leaders in the field International and local/regional conferences with best-in-class speakers and education Member-only access to communication-focused content including research, award-winning case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand Subscription to Communication World online magazine and its weekly supplement CW Observer 5

6 5) Key messaging ALL AUDIENCES IABC Corporate Membership increases your communication team s effectiveness and helps improve your organization s business results. A significant improvement in communication effectiveness is associated with a 29.5% increase in market value Watson Wyatt & Company PR generates lead conversion rates 10 to 50 times that of advertising conversions Fast Company, Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession. Programming examples include: o Managing Communication to Drive Results and Value o Creating Communication Tactics That Drive Business Results o How to Add Measurable Value as a Strategic Adviser case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Subscription to Communication World online magazine and its weekly supplement CW Observer 6

7 KEY MESSAGING: CORPORATION COMMUNICATIONS/BUSINESS EXECUTIVE INFLUENCER AUDIENCE 1) Key Messaging EXECUTIVE INFLUENCER The new IABC Corporate Membership brings training and continuing professional education for your entire communication team right to their desktop no travel and hotel costs to account for. Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard o the Communication Profession Co-Branded IABC online learning portal hosting IABC Academy courses to serve as your in-house online communication training platform (additional cost depending on program level) CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standardsbased competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand 2) Key Messaging EXECUTIVE INFLUENCER IABC Corporate Membership empowers your senior-level communication team members to work on the leading edge of innovation in the field, increasing your organization s global influence and business results. Invitation for up to six senior executives to participate in an online Executive Think Tank, available exclusively to Corporate Members Invitation for up to four senior executives to participate in the World Conference CEO/C-Suite Roundtable/Executive Forum;; your senior executives will network with other business leaders and engage in thought leadership discussions on the most pressing challenges in the field 7

8 The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Complimentary entries to the prestigious Gold Quill Awards, which recognize and award excellence in communication worldwide;; recipients of a Gold Quill Award are positioned as thought leaders in the business communication world CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standardsbased competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand 3) Key Messaging EXECUTIVE INFLUENCER Break down barriers to effective and efficient communication by improving collaboration and strengthening partnerships among your communication team and with internal/external stakeholders Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession Communication team leaders are empowered through professional development, bolstering their ability to be effective and successful internally. Programming examples include: o Mastering Communication Leadership o Strategic Engagement: Engaging Leaders to Engage Others o Developing Your Team Provides a learning pathway toward professional certification for your communication team;; professional credentials confirm the competence and enhance the credibility of professionals with internal and external stakeholders 8

9 4) Key Messaging EXECUTIVE INFLUENCER Provide a high level of confidence among senior leadership that your corporate communication team is highly trained, credentialed and prepared to support key business strategies and initiatives. CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standards-based competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). IABC s programs and initiatives are aligned to the Global Standard, ensuring consistency and credibility throughout all efforts Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession. Programming examples include: o Managing Communication to Drive Results and Value o The ABCs of Strategic Communication o Strategic Communication Planning o How to Add Measurable Value as a Strategic Adviser case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand International and local/regional conferences with best-in-class speakers and education Subscription to Communication World online magazine and its weekly supplement CW Observer 9

10 KEY MESSAGING: HUMAN RESOURCES PROFESSIONAL AUDIENCE (INFLUENCER) 1) Key Messaging HR PROFESSIONAL IABC Corporate Membership helps you recruit, hire and retain successful corporate communication professionals. Complimentary IABC Job Board postings connect your recruiting efforts to a global community of communication professionals who prioritize their career development Access to The Hub, IABC s private, online collaboration platform, and its peer-to-peer networking and knowledge sharing allows your member employees to extend your recruiting efforts to their online peer network Employees who have access to professional development are 15% more engaged in their jobs than workers without similar opportunities ( Employees with the highest levels of commitment perform 20% better than employees with lower levels of commitment. The Society for Human Resource Management (SHRM). Engaged employees are builders. They are aware of the desired expectations concerning their role and they can meet and exceed those expectations. They perform at consistently high levels and use their talents and strengths at work every day. Gallup Organization Employees with professional development opportunities have 34% higher retention. ( If employees are not given opportunities to continually update their skills, they are more inclined to leave. The Society for Human Resource Management (SHRM). Employee replacement can cost a company between six and nine months of the departed employee s salary. The Society for Human Resource Management (SHRM). Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession. case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand 10

11 CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standards-based competencies to elevate their work and the results of the organization. Provides opportunities for employee members to enhance their professional image and credentials, earning both respect with internal stakeholders and employee loyalty to the company 2) Key Messaging HR PROFESSIONAL IABC Corporate Membership will enable your corporate communication team to sharpen their skills and enhance their effectiveness to better manage and execute successful communication initiatives. Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Free or discounted registration to IABC World Conference, the premier annual professional development event for the communication industry (based upon package selection) Member employees can engage with other communication professionals, and learn about hot-topic trends and best practices from global leaders in the field CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standards-based competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand Subscription to Communication World online magazine and its weekly supplement CW Observer 11

12 3) Key Messaging HR PROFESSIONAL IABC Corporate Membership helps you enhance your organization s learning environment and nurture employee professional development;; opportunities to measure and monitor employee training progress and outcomes are available Employees who have access to professional development are 15% more engaged in their jobs than workers without similar opportunities. ( Employees with the highest levels of commitment perform 20% better than employees with lower levels of commitment. The Society for Human Resource Management (SHRM) Engaged employees are builders. They are aware of the desired expectations concerning their role and can meet and exceed those expectations. They perform at consistently high levels and use their talents and strengths at work every day. Gallup Organization Employees with professional development opportunities have 34% higher retention. ( If employees are not given opportunities to continually update their skills, they are more inclined to leave. The Society for Human Resource Management (SHRM). Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession Co-Branded IABC online learning portal hosting IABC Academy courses to serve as your in-house online communication training platform (additional cost depending on program level);; management access provided to monitor ongoing employee training progress and outcomes CMP and SCMP Certification IABC Corporate Membership provides an educational pathway to professional certification through the GCCC. GCCC is a communication certification program designed to ensure that communication professionals meet standards-based competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network 12

13 Invitation for up to six senior executives to participate in an online Executive Think Tank, available exclusively to Corporate Members Invitation for up to four senior executives to participate in the World Conference CEO/C-Suite Roundtable/Executive Forum, available exclusively to Corporate Members 4) Key Messaging HR PROFESSIONAL IABC Corporate Membership will add an additional depth of professionalism, effectiveness and growth to your corporate communication team, which enhances your organization s corporate image and ability to increase shareholder value. A significant improvement in communication effectiveness is associated with a 29.5% increase in market value Watson Wyatt & Company PR generates lead conversion rates 10 to 50 times that of advertising conversions Fast Company, Unlimited access to IABC Academy, a dynamic, online education platform offering dozens of self-paced and on-demand courses that can be completed online from anywhere, and are based on the Global Standard of the Communication Profession The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Membership includes programs and initiatives that are based on the Global Standard of the Communication Profession, which sets the standards for communication competency through six core Principles: o Ethics o Consistency o Context o Analysis o Strategy o Engagement Free or discounted registration to IABC World Conference, the premier annual professional development event for the communication industry (based upon package selection) Member employees can engage with other communication professionals, and learn about hot-topic trends and best practices from global leaders in the field 13

14 CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standardsbased competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). case studies, best practice work plans, e-books, and free, monthly webinars available live or on demand Invitation to submit thought leadership content to Communication World online magazine, CW Observer, and/or other IABC content initiatives Subscription to Communication World online magazine and its weekly supplement CW Observer 5) Key Messaging HR PROFESSIONAL IABC Corporate Membership will elevate your organization s corporate image and build your executive s global network. Invitation for up to six senior executives to participate in an online Executive Think Tank, available exclusively to Corporate Members Invitation for up to four senior executives to participate in the World Conference CEO/C-Suite Roundtable/Executive Forum;; your senior executives will network with other business leaders and engage in thought leadership discussions on the most pressing challenges in the field CMP and SCMP Certification IABC Corporate Membership provides an educational certifications are designed to ensure that communication professionals meet standardsbased competencies to elevate their work and the results of the organization. Corporate Membership includes up to 20 certification exam application fee waivers and the opportunity to host one exam annually at a corporate location of your choice (additional cost depending on program level). The Hub, IABC s private, online collaboration platform Member-only access to a global community of communication professionals to discuss and seek solutions to daily challenges your business faces and build a global network Invitation to submit thought leadership content to Communication World online magazine, Communication World Observer, and/or other IABC content initiatives 14