How to Manage the Accreditation Process

1
How to Manage the Accreditation Process

• IABC Heritage Chapter
• Regional Meeting
• November 5, 2005
• Kristin Baumgartner
• Associate Director
• Marketing Communication Services
• Bristol-Myers Squibb Company
• kristin.baumgartner_at_bms.com

2
Why Get Accredited?

• Professional enrichment
• Bristol-Myers Squibb has a continuous learning
  culture and many people with advanced degrees
• My annual development plan includes an objective
  to attain accreditation in 2005
• Lifetime learning is my philosophy and practice
• Benchmarking
• Validate my experience against global standards
  and best practices
• Lead by example
• Set a new standard of achievement for the
  communication professionals on my team and within
  BMS

3
Did I Meet IABC Requirements?
9 Years is the Magic Number
Work Experience Highlights
Education, Certifications Awards

• B.S., Marketing, Louisiana State University
• Sales Marketing Executive Program, Darden
  School, University of Virginia
• Leaders of Managers Program, Wharton School,
  University of Pennsylvania
• ITIL Foundation IT Service Marketing
  certification
• NJ Chapter IABC Iris Award of Merit winner, 2003
• IABC Gold Quill Award winner, 2004
• Regular attendee of IABC, PRSA and industry
  online seminars

• Associate Director, Mktg. Comm. Services
• 40 Communication Management
• 40 Internal Communication
• 15 Service Marketing
• 5 Communication Research

• Vice President, Marketing
• 30 Communication Management
• 30 Public Relations
• 15 Product Marketing
• 10 Internal Communication

• Executive Director, Regulatory Policy
• 30 Communication Management
• 50 Public Relations
• 20 Internal Communication

4
How Did I Plan and Manage My Time?
Portfolio
Written and Oral Exam
Application
Jan 05
Jan Mar 05
Mar Dec 05
Time Line

• Reviewed my body of work
• Reviewed previous Gold Quill award winners
• Determined project selection criteria and
  selected project that was most comprehensive
  global campaign
• Prepared work plan following guidelines
• Organized work samples and printed
• Prepared portfolio binder
• Mailed to IABC
• Response received in 4 wks.

• Reviewed resume
• Performed self-assessment based on IABC criteria
• Prepared application
• E-mailed to IABC
• Response received in 3 wks.

• Studied recommended books
• Attended IABC online accreditation seminars
• Took written and oral practice exam
• Used case study book to practice timed
  communication planning
• Attended international conference in June to take
  exam
• Response received in 11 wks.
• Retake Philosophy Ethics portion of exam in 4Q
  2005

Key Activities

• 1 night per week for 8 weeks
• 1 Saturday before exam for complete review

• 3 Saturdays project selection work plan
• 5 nights Portfolio binder preparation

• 4 hours

Time Spent
5
How Did I Prepare?

• Read and study
• Best Practices in Communication Planning and
  Implementation, The 2004 Collection of Gold Quill
  Award-Winning Case Studies and previous
  additions
• Inside Organizational Communication, Third
  Edition
• Attend online accreditation seminars sponsored by
  IABC
• Gail Pickard and Mark Estes gave practical advice
  on how to approach the exam and what you needed
  to do
• Demystified process and increased confidence
• Allowed for individual questions after session
  and encouraged attendees to e-mail them with
  other questions
• Sarah Rogers was very helpful in answering
  questions
• Take practice exams and time yourself

6
Tell us

• What were the challenges?
• Assembling the portfolio
• Learning to think, organize and write quickly for
  the exam
• Maintaining stamina and focus during the exam
• My local chapter doesnt have accreditation
  program
• Getting assistance to complete the re-take of the
  exam
• What are the opportunities for improvement?
• Build more awareness amongst hiring managers and
  HR professionals about value of accredited
  communicators
• Provide more practice exams
• Allow for portfolio to be submitted on CD
• More clarity around minimum requirements to meet
  portfolio portion of accreditation
• Provide some online portfolio samples
• Build consistency across all chapters for
  accreditation

7
Was the Effort Worth It?
IABC Accreditation has been a worthwhile
experience for me
If you havent already done so, I challenge you
to complete yours next year!