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Put your professional development into overdrive with an annual all-access pass to the IABC Academy. As an all-access pass-holder, you’ll have unlimited access to all IABC Academy course content for one year from your date of purchase. IABC Academy offers dozens of self-paced and on-demand courses that can be completed online from anywhere and are based on the Global Standard of the Communication Profession. Be sure you’re logged in as an IABC member to receive the member rate when you purchase your pass. Courses and Learning Paths include: Research Made Easy: The Critical Data You Need for Communication Success (7 modules) Mastering Analytics: Customize Your Communication Measurement Plan (7 modules) Creating Communication Tactics That Drive Business Results (7 modules) Mastering Communication Leadership (6 modules) Learning Path: Writing in the Digital Age (2 courses) Learning Path: Internal Communication (3 courses) And many, many more. If it’s in the Academy, you’ll have access to it. With an IABC Academy All-access Pass, you’ll equip yourself with the in-depth learning that builds critical skills and knowledge, advances careers, and helps you generate real business results for your organization. Normally, all of these courses would cost more than US$5,700 for IABC members and US$7,800 for non-members. But, through the annual Academy All-access Pass, you get access to the complete course package for US$999 as an IABC member and US$1,499 as a non-member. It’s a great way to commit to year-round professional development or to earn the credits you need to maintain your professional certification. Read More

Get two of IABC Academy's popular self-paced courses, “Strategic Communication Planning” and “The Communication Audit,” in one affordable bundle. In "Strategic Communication Planning," IABC Fellow Mary Ann McCauley will instruct you on how to: Identify and describe the elements of the strategic planning process. Through research, identify and evaluate a business need or opportunity and audience characteristics. Develop measurable objectives to provide direction to deliver meaningful communication outcomes and outputs. Identify strategies and construct tactics that are consistent with research findings, the business need and audience preferences. Review and consider applied ethical dilemmas inherent in the strategic planning process. In "The Communication Audit," Gayle Goodman will instruct you on how to: Assess the communication culture within an organization Identify the strengths and weaknesses of your organization’s communications program. Measure the effectiveness of the existing communication channels within your organization. Recognize key indicators and establish benchmarks for evaluating communication impact. Develop strategies to address identified weaknesses and bridge gaps.   Normally, these courses cost $175 each for IABC members or $350 total, and $250 each or $500 total for non-members. But through this Learning Path, you get the package for $295 as an IABC member and $425 as a nonmember. This is a two-course Learning Path. Read More

  Instructor: Mary Ann McCauley, ABC, IABC Fellow Course Description: Creating a Dynamic Plan presents a strategic  communication planning model will allow you to achieve a consistent, higher level of excellence in your day-to-day communication tasks. For those of you with some experience in planning, this course will serve as a refresher and likely will present a new approach or two to your strategic process. If you have little experience in strategic planning, this course will offer a practical strategic planning process and model. It will be your tool to staying on track. IABC Academy Category: Communication Strategy and Engagement Category Description: 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. The communication professional fosters and nourishes relationships with them that will support the organization’s mission and goals and uses dialogue to tell the organization’s story and garner support. Related to Global Communication Certification Council (GCCC) Domain: Communication Strategy and Engagement   Presenter bio: Mary Ann McCauley is an ABC, IABC Fellow, and is president and principal of Catalyst Communications, located in Reno. Mary Ann provides strategic communication counsel to broad spectrum of businesses and nonprofits. She works closely with senior management to develop and implement strategic corporate communication and marketing plans. Prior to founding her consultancy in 1987, Mary Ann held several management positions in large corporations including First Union Bancorporation, Hallmark Cards, Inc. and United Technologies Communications Company. She served on local, regional and international boards of the International Association of Business Communicators. Currently, she serves on the board of the Northern Nevada Literacy Council and on the Council as membership chair for the American Association of University Women (AAUW) Reno branch. Read More

 ‘Strategic Engagement: Engaging Leaders to Engage Others’ is your ticket to the solution of one of the most critical issues facing business today—namely, how to raise the employee engagement levels in our organizations from a paltry 33% to more like a majority of the workforce. Current engagement levels, according to the Gallup Organization, are costing American businesses anywhere from three to five billion dollars a year in lost productivity, absenteeism, talent retention and accidents. Gallup asserts from their long-standing research that the leading culprit in this scenario is ‘lousy managers.’ This course examines the necessity to engage employees strategically through more effective leadership at all levels of the organization and highlights the challenges and opportunities you will face in assisting your own leadership in this vital task. Strategic engagement, like strategic communication, raises engagement from a mere wish to a deliberate organizational strategy that enlists all of the interested parties from the CEO to the team leader in a concerted effort to address the engagement deficit. Anything less than an integrated strategy with engaged leaders deliberately working to engage others is unlikely to succeed. Instructor Bio:   Roger D’Aprix is internationally known for his influence on the evolution of organizational communication. He is a long-time pioneer in shaping the strategic internal- communication practices that we now accept as commonplace in all kinds of organizations. In his 1996 best-selling book ‘Communicating for Change: Connecting the Workplace with the Marketplace,’ he offered the view that effective organizational communication must be proactive rather than reactive and focused on the marketplace as the first cause. In brief, he argued that it must be strategic. In this self-paced course he brings to bear the same strategic mindset to the complex process of increasing employee engagement.   IABC Academy Category: Communication Strategy and Engagement Category Description: A communication professional identifies and communicates with employees, customers, shareholders, regulators, government agencies and other groups with an interest in the organization’s activities. These groups have the potential to affect the organization’s results. The communication professional fosters and nourishes relationships with them that will support the organization’s mission and execute the organization's business strategy.   Read More

The Communication Audit course is part of the Communications Measurement category of IABC Academy learning modules. These courses foster communicators’ understanding and skill development in the use of clear qualitative and quantitative measures to measure the impact of communication strategies and activities against business needs, goals and objectives. A communication audit it is a highly useful – and necessary – tool for understanding gaps in understanding within an organization. This course will provide you with the knowledge to develop and execute a comprehensive, strategic communication audit to help you manage change and achieve results that tie directly to organizational strategy. About the Instructor Gayle Goodman, MBA, ABC is president and CEO of Pro-Activation, a Dallas, Texas-based brand activation firm comprised of a network of independent, senior-level consultants with a shared passion: to help clients deliver a clear message in a noisy world. Gayle is a communications strategist and visionary who has made her passion for solving puzzles the cornerstone of her work. Her 20 years of experience cross multiple disciplines, from corporate communications and investor relations to marketing and PR. With a blend of communications savvy and a master’s degree in business, Gayle is armed to help clients with the toughest messaging and business challenges. She has worked with organizations ranging from small and startup businesses to large enterprises to help build and refine communications strategies and implement programs to achieve significant growth. Prior to moving into consulting in 2008, Gayle was recruited to join residential services firm Efficient Attic Systems to serve as vice president of marketing. Her charge was to establish a formal marketing department and help grow the company organically into new markets nationwide. During her tenure, she streamlined the marketing function, thereby increasing lead generation and driving down cost-per-acquisition by improving the performance of off-line/traditional advertising mediums. She also introduced new lead generation channels, with a focus on online channels. Previously, Gayle served in a number of marketing and communications roles for Centex Corporation over an 11-year career. In addition to leading Pro-Activation, Gayle serves as an executive advisor to its sister firm – ExperiPro – which is an insights-driven marketing and brand strategy firm. Gayle earned her MBA in marketing from the University of Dallas where she now teaches for the Satish & Yasmin Gupta College of Business as an adjunct instructor. She holds a B.S. in journalism from Texas Christian University and is IABC Accredited (ABC). Read More

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