Society for Technical Communication

1. Society for Technical Communication Chapter Presentation 2007

2. Susan Burton, CAE • Certified Association Executive (CAE) • Highest score in nation(and $3.95 will get you a latté at Starbucks) • 30+ years experience • Worked for 8 associations; 3 as Chief Executive Officer (CEO) • 4 interim CEO assignments • Consulted with 150+ associations • Passionate about STC’s mission

3. Help Me Understand You Profile of Audience • Years in profession • Years in STC • Special Interest Group (SIG) membership Why are you a member?

4. Basic Association Facts • Individual membership association • Tax exempt because of STC purpose • Charitable, educational foundation • 501(c)3 under U.S. tax code • Nonprofit • Can make a profit • No one can “take” home the excess

5. STC Basic Facts • Founded in 1953 • Incorporated in New York • Headquarters in Virginia • 14 full-time staff/contractors; 3 part-time staff • Outside legal counsel

6. STC Governance Structure • 14 Member Board of Directors • 5 Officers plus Immediate Past President • President – 1-year term • 1st VP – 1-year term • 2nd VP – 1-year term • Secretary – 2-year term • Treasurer – 2-year term • 8 Directors • Past: Director-Sponsors for chapters in regions • Future: Directors at Large

7. STC Communities • Chapters • 130+ • Geographic • Special Interest Groups (SIGs) • 20 • Virtual

8. Transformation Goals • Elevate STC to be a major player in the field • Board members must re-envision their role • Directors’ focus: • Definition and status of profession • Changes in industry affecting profession • National and international issues

9. Strategic Objectives

10. Getting Into Alignment

11. Getting Into Alignment: Strategy

12. STC Is In the Association Business • STC is not in the software business • Current “homemade” accounting software: an elaborate checkbook • Membership database: Frankenstein • Web site: navigation and content management • BOARD ACTION: Bring STC into 21st Century

13. Bring STC Into 21st Century • New accounting software • Accrual • Trends analysis • Better management decisions • New AMS software • Relational database: one entry • Easier for you to use • New Web site • Content management • Key resource for profession and industry

14. Telling Our Powerful Story • Technical communication • Changes the way the world works • Improves the quality of life • Fundamental to bottom line of industry • Raise the image • Change the perception • Need to define the profession to have a powerful story to tell

15. Bureau of Labor Statistics (BLS) Occupational Employment Statistics Conducted triennially Broad-based survey Includes 800 occupations 1.2 million firms over three years Reviews selected occupations/professions Technical writers in review for 2006 survey – next opportunity: 2009! Data collected by industry – not by occupation Limited to tech writers (under-reports new tech communications users) Reporting subject to employers’ perceptions of tech writers Only includes industries that are traditional employers of tech writers STC Salary Survey Conducted annually Narrow focus Limited to STC members Misses those doing tech writing who define themselves outside the profession Definitions unclear Lack of historic continuity Random self-selection No statistical validity Supplier (profession) based Little input from market (employers) Definitions derived from existing members’ experiences Under-reports new career paths Two Sources of Information

16. BLS reports 45,000 technical writers STC claims 100,000 technical communicators Implication: STC has more inclusive coverage BLS reports $31,000 median entry level salary STC claims $41,000 median entry level salary Implication: STC has less inclusive coverage Confusion When Measuring the Profession Worst Case:The two organizations are measuring different occupations!

17. So What? • Good information critical to STC strategic plan • Creating benchmarks • Publishing information • Adopting market mindset • Identifying partnering organizations • Encouraging collaboration among STC communities and academia • Creating new revenue streams • Identifying research funding priorities • Quality of data reflects on credibility of the association • Contradictions in data undermine STC’s perceived expertise beyond our members • “Telling our powerful story” depends on STC’s credibility • Possibly harm efforts to “Grow relationships and choosing partners”

18. Background The Standard Occupational Classifications (SOC) • List of 820 professions and occupations with formal definitions and terse descriptions • Used by: • Bureau of Labor Statistics • Monthly Occupational statistics • BLS has been projecting a steady decline in technical writers for five years • Employment projections by job type • Employment and Training Administration • Occupational Handbook • ETA works with career counselors, educators, guidance counselors, state and local employment agencies • Any wonder why people are abandoning the TC degree programs? • Office of Management and Budget solicited changes that reflect new occupations or fundamental changes to existing ones.

19. Reasons for Change • A definition based only on “writers” sends false market signals • It’s not about the media • “all activities, means and systems providing informationthat enables the user to understand the functioning of the product, to handle, maintain, repair and dispose it correctly and safely.” TC Europe definition of a “technical document” • Output playing new role in • Consumer protection • Economic access • International competitiveness • Communication changing from one-way static to two-way dynamic • “Technical communicators manage content and relationships with users.” Larry Kunz • Wiki capabilities

20. SOC Structure Every occupation falls within one of 24 major groups: • Major Group 27 Arts, Design, Entertainment, Sports, and Media Occupations • 27-1000 Art and Design Workers • 27-2000 Entertainers and Performers, Sports and Related Workers • 27-3000 Media and Communication Workers • 27-4000 Media and Communication Equipment Workers

21. Where Tech Writers Are 27-3000 Media and Communication Workers 27-3010 Announcers 27-3020 News Analysts, Reporters and Correspondents 27-3030 Public Relations Specialists 27-3040 Writers and Editors 27-3041 Editors 27-3042 Technical Writers Write technical materials, such as equipment manuals, appendices, or operating and maintenance instructions. May assist in layout work. 27-3043 Writers and Authors 27-3090 Miscellaneous Media and Communication Workers

22. Where Technical Communication Belongs 27-1020 Designers 27-1021 Commercial and Industrial Designers Develop and design manufactured products. Combine artistic talent with research on product use, marketing, and materials to create the most functional and appealing product design. 27-1022 Fashion Designers 27-1023 Floral Designers 27-1024 Graphic Designers Design or create graphics to meet a client's specific commercial or promotional needs, such as packaging, displays, or logos. May use a variety of mediums to achieve artistic or decorative effects. 27-1025 Interior Designers 27-1026 Merchandise Displayers and Window Trimmers 27-1027 Set and Exhibit Designers

23. Recommended Definition 27-1028 Technical Communicators Develop and design instructional and informational tools needed to assure safe, easy, proper and complete use of technical goods and services. Combine multi-media knowledge and strong communication skills with technical expertise to educate across the entire spectrum of users’ abilities, technical experience, and visual and auditory capabilities.

24. How You Can Help • Tell your powerful story • Chapter competition • Submit articles to Intercom • Participate in SIG discussions • Respond to requests on surveys • Come to Minneapolis

25. Thank you for this opportunity to serve you!