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Evaluating Communication Excellence Using IABC's Model: A Comprehensive Framework

Explore IABC's Excellence Model to enhance your communications function. This study identifies three vital spheres of communication excellence: strategic management skills, shared expectations with leadership, and a participative culture that values teamwork and diversity. Additionally, the model implies the importance of integrated communication functions for successful implementation. Gain insights into best practices, including strategic planning, effective stakeholder communication, and the necessity of aligning communications with business goals. Elevate your communication strategy by understanding these essential components.

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Evaluating Communication Excellence Using IABC's Model: A Comprehensive Framework

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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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