Which of the following tasks is required when a PR professional serves as a strategic adviser?

Setting a standard of excellence since 1970, the International Association of Business Communicators (IABC) is a vibrant global membership association with thousands of members from around the world.

Who we are and what we offer

IABC serves professionals in the field of business communication, bringing together the profession’s collective disciplines. We deliver on the Global Standard in communication through our educational offerings, certification, awards program, resource library, online magazine and annual World Conference. We support our community of business communication professionals with innovative thinking, shared best practices, in-depth learning and career guidance.

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Career Levels of the Communication Profession

The Six Principles of the Communication Profession

1

Ethics

Communication professionals adopt the highest standards of professional behavior.

They always:

• Communicate with sensitivity to cultural values and beliefs.
• Act without deception and in accordance with the law.
• Represent the organization truthfully, fairly and accurately.
• Enable mutual understanding and respect.
• Adhere to the IABC Code of Ethics for Professional Communicators.

2

Consistency

Acting as the organization’s voice, a communication professional expresses a single, consistent story for internal and external audiences.

This narrative is clear and compelling, reflects the input and perspectives of diverse stakeholders, and furthers the organization’s mission. A communication professional integrates information and inspiration for this narrative from people with diverse perspectives and ensures that communications are culturally appropriate to each audience.

3

Context

The communication professional is sophisticated about the organization’s internal culture and external environment.

Deep familiarity with the organization’s vision and goals and how its elements function together—from accounting to production to human resources—is crucial to interacting successfully with other leaders of the organization and communicating effectively about the organization. Advocating successfully for the organization also depends on a thorough understanding of its political, economic, social, technological, environmental and legal context—and of how to interact with representatives of other organizations.

4

Analysis

Communication professionals research and evaluate how to serve and promote the organization most effectively and then offer recommendations supported by direct and secondary evidence.

They develop and implement communication plans and gauge their results using clear qualitative and quantitative measures that can be duplicated.

5

Strategy

With rigor and discipline, a communication professional identifies opportunities and challenges both inside and outside of the organization.

Addressing communication challenges and opportunities with a thoughtful strategy allows the organizationto achieve its mission and goals. The communication professional systematically manages communication activities, making decisions based on research, analysis, planning and evaluation. The professional also has the flexibility and creativity to adjust to change inside and outside of the organization.

6

Engagement

A communication professional identifies and communicates with employees, customers, shareholders, regulators, government agencies and other groups with an interest in the organization’s activities.

All these groups have the potential to change the organization’s results. So the communication professional fosters and nourishes relationships withthem that will support the organization’s mission and goals. The communication professional uses dialogue to tell the organization’s story and garner support.

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Our members hold positions in a variety of communication disciplines, including:

• Public relations
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Strategic Adviser

• Through the consistent application of the principles, the Strategic Advisor assumes increased stakeholder responsibilities, project and business management roles, and financial administration. The Strategic Advisor provides strategic communication advice to the organization’s leadership.
• The work of the Strategic Advisor becomes interdependent, taking responsibility for assignments other than their own and developing other leaders with communications responsibilities within the organization.
• These professionals have strong leadership skills, broad business perspectives, and diverse expertise, exploring diverse communication techniques within various disciplines.

Generalist/ Specialist

• At this milestone, the communication professional branches into a role with a specific focus (Specialist) or a broad multi-disciplinary focus (Generalist) that provides opportunities for a more strategic approach, applying a deeper understanding of the Global Standard purpose and principles.
• The Generalist/Specialist leads projects or client engagements independently, developing credibility with stakeholders while building relationships related to areas of interest.
• Many professionals choose to work in either Generalist or Specialist roles in the same or several organizations throughout their career.

Business Leader

• A Business Leader plays a crucial role in shaping the organization’s future by advocating for promising people, programs, and ideas that align with the organization’s direction. They lead the application of the principles within their organization and hold the leadership to account.
• They have developed competence in several areas and are well-regarded in the profession, often operating in a global, national, or regional role. They effectively represent the organization on critical strategic issues and contribute counsel, coaching and function at a peer level with other senior executives.
• The Business Leader is adept at identifying new business opportunities, motivating buy-in and gaining resources through a well-articulated and clear strategy. They effectively represent the organization on critical strategic issues.

Foundation

• When launching their professional career, the communication professional develops initial knowledge, skills, and behaviors, across the Global Standard purpose and principles.
• The professional contributes under relatively close supervision and direction from a senior person, exercising initiative and creativity within a well-defined area.
• The professional masters basic tasks and demonstrates competence within a communication strategy or campaign.

What is the role of a PR professional?

What are some common tasks a public relations professional may do during the day at work?

What are the 5 functions of public relations?

What is the most important skill needed to be an effective PR professional?