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Using IABC’s Excellence Model to Evaluate Your Communications Function

Using IABC’s Excellence Model to Evaluate Your Communications Function. Excellence Study. Three+ Spheres of Communication Excellence. Centre Sphere: Knowledge core

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Using IABC’s Excellence Model to Evaluate Your Communications Function

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  1. Using IABC’s Excellence Modelto Evaluate Your Communications Function

  2. Excellence Study Three+ Spheres of Communication Excellence

  3. Centre Sphere: Knowledge core Strategic management skills(Strategic communication planning, issues management, research used to plan, evaluate programs/projects, budget management) Communication expert(Communicators provide counsel, direction to other senior leaders; create communication policy; are the “go to” problem solvers for all communication issues and have accountability for results ) Two-way communication program expertise(Both symmetrical, asymmetrical; adept at identifying audiences) All on a foundation of communication craft skills(Writing/editing, publication/project management, media relations) Excellence Study

  4. Second Sphere: Shared expectations CEO/dominant coalition (Senior management) Value, respect communications function/results Demand communications results/accountability & communication goals linked to business goals Expect communications to serve a strategic role as boundary spanner between stakeholders and the organization Communicators have influence, not power. Excellence Study

  5. Third Sphere: Participative culture Participative (open, equality, teamwork, empowerment, shared decision making) Values diversity, especially inclusive of women Excellence Study

  6. Excellence Study • A Fourth Sphere?: Integrated Function • Not officially part of the model, but critical to successful implementation of excellent communication • All communications functions are integrated into a single department OR an effective coordinating mechanism is in place

  7. What does it look like when you’re there? Top communicator is a trusted advisor to the dominant coalition, not an order-taker Communications participates actively in the organization’s strategic planning, does its own Communications activities produce results that enable the success of business goals Excellence Study

  8. Making the Comparisons • Materials review • Communication department strategic plan, budget and work plans • Policy reviews • Stakeholder and management consultation/interviews

  9. Making the Comparisons • Communicators interviews • Communicator credentials and skills review • Structural assessments • Organizational culture and employee surveys

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