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Mastering analytics with the IABC Academy

By Billy Canning

Being an IABC member has many perks. Not only is the networking aspect fantastic, but the professional development opportunities are valuable as well.

Recently, I decided to take an online course titled: Mastering Analytics through the IABC Academy that was facilitated by Dane Wiseman. The course provided an end-to-end approach to current measurement and analytics methodologies. It also covered the latest tools and best practices for reporting to the C-Suite.

Measurement plans are essential in helping to determine the level of success of a project. This course provided great insight into qualitative vs. quantitative analysis, outcomes and outputs and how goal and conversion tracking work together for an overall strategic measurement plan.

Another key area of focus was around defining key performance indicators (KPIs) and using them to measure the success of a plan. All of these methods can be easily incorporated into an overall communications/public relations plan that in the end will provide you with great analytics indicating where things went well and where things need improvement when presenting a year-end summary to the C-Suite – just in time for the new fiscal year.

Overall, it was very informative and Dane succeeding in providing an engaging experience for course participants. This course showed me that the IABC Academy is a valuable resource within the wider IABC community.

Although this was my first professional development course through the Academy – it will not be my last. There are many courses available to IABC members and I look forward to completing more of them.

The world of communications is continuously evolving. New trends, metrics and ways to connect with an audience are coming up all the time. It is essential for professionals in our industry to stay up to speed on new developments. A great way to do that is to participate in the online workshops, webinars and programs available through the IABC Academy.

Billy Canning

Billy Canning is Executive Vice President of the IABC Golden Horseshoe Chapter.  By day, he’s the Public Relations Officer for the Canadian Welding Bureau Group, an oversight and certification body for welding in Canada. By night, he enjoys exploring the foodie scene in Hamilton, Ontario and catching a Blue Jays game.

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“Stop, Look & Listen Baby” – And Predict!

By Marie K. Fitzpatrick, ABC    

Predictions, problem-solving and planning…Every year volunteer communication leaders from around the world gather to share insights, knowledge and innovative approaches at the International Association of Business Communicators (IABC) Leadership Institute (LI). At this year’s IABC LI, several predictions surfaced. They served to outline leading communication techniques and best practices from around the world.

Here are a few of the predictions that are emerging in our communications world. Fact checking is now the new norm but in speedy fashion. That’s the change. It’s no longer “check against delivery.” As executives give speeches, you don’t have to look far into the crowd to see a fact-checker on-line as the words are delivered moment by moment.

Business acumen continues to be the cornerstone of understanding what drives an organization. Gathering and analyzing data will drive insights and communicating results. Measurement has never been so important in our industry.

Examining communication channel delivery and chat bots will also continue to emerge as significant players in our communication field. Chat bots, a computer program designed to simulate conversation with human users, especially over the Internet, continues to expand.

To no one’s surprise, high quality content will drive and build loyalty. And loyalty will be king as the battle for the “locked screen” continues. Think of your social media channels and all those sponsored Facebook posts and promoted tweets inching into your social feeds. The challenge for communicators will be to get “into” those social feeds by invitation rather than forcing themselves in. “Following” and “likes” and “shares” rather than an advertised buy. Think of the New York Times and their quality content.

Videos still reign supreme for communicators for sharing content and messages. The difference is the ease of creating videos. For example, Wibbitz is a friendly and non-technical platform that offers automated video creation for publishers. SnappyTv is another similar platform. It’s all because as communicators, we need to entertain and enlighten.

The top three communication challenges for professionals? One challenge continues to be getting included in strategy and planning efforts at the executive level within an organization. The goal is to be invited to that first initial brainstorming meeting rather than parachuted in when things go wrong. Demonstrating the value of communications to the same audience goes hand and hand with this.

Lastly, keeping up with the rapid pace of change in the field of communications never ceases. But then again, that’s why IABC LI exists. It exists to help us address these challenges among trusted colleagues and friends.

Marie K. Fitzpatrick, ABC

Marie is an award-winning, accredited business communicator with 25+ years of experience implementing strategic communications. She holds Bachelor of Arts from Ryerson University in Journalism, a certificate in Public Relations and an executive education certificate in Risk and Crisis Communications from McMaster University’s DeGroote School of Business. Marie is an avid community builder with more than two decades of volunteering on numerous boards.

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March is Member Month!

March is Member Month at IABC!

IABC members are part of a global network of communication professionals, students and corporate groups. Through their membership, they benefit from networking, career development and personal growth opportunities.

March is Member Month! It’s a great opportunity for current and aspiring members to enjoy savings and rewards.

Considering becoming an IABC member? Join in March and benefit from these great offers.

  • Get 10 percent off international dues.
  • Have the US$40 application fee waived.
  • Be entered to win a VIP 2017 World Conference prize package including registration, hotel, car service and more.

Already an IABC member? Here is how you can reap the benefits of Member Month.

  • Be an IABC Champion: Refer your peers to IABC and be entered to win a US$500 Visa gift card for each new member you refer who joins during March. You’ll also be recognized as an IABC Champion on the IABC website and at the 2017 World Conference.
  •  Renew during March: You’ll save 10 percent on international IABC dues automatically by renewing your membership this month. You’ll also be entered to win a VIP World Conference prize package, including registration, hotel, car service and more.
  • Enjoy FREE member resources all year long.

Invest in yourself and your career with IABC!

If you have any questions about membership, email For questions about the IABC Golden Horseshoe chapter, email

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Stand out from the crowd – become a certified Communication Management Professional (CMP) this spring

You know you have the skills and knowledge. Now prove it to your employer, to your clients, or to yourself! Apply for Certification and write the exam in London April 29.

If you have at least 5 to 7 years experience in the Communications profession, then certification is for you. Gain confidence from knowing your work measures up to the best in our industry worldwide. The CMP exam evaluates your knowledge and strategic thinking based on:

  • Ethics
  • Strategy
  • Analysis
  • Context
  • Engagement
  • Consistency

Why achieve your CMP?

  • Build trust in your own skills and knowledge
  • Embrace professional development and lifelong learning
  • Put your focus squarely on strategy
  • Demonstrate your value to your employer or clients
  • Be a leader: support the profession

What’s involved?

Step 1: Submit an Application to write the CMP no later than March 29, 2017.

Step 2: Once your application is approved, request to write the examination in London on April 29. (Details are available on our IABC London Events page). (There are also exams in Calgary on April 29, in Vancouver May 26, and at the World Conference in Washington, DC in June.)

Step 3: Maintain your certification by completing professional development annually.


  • Application fee (IABC members): US$100
  • Application fee (non-members): US$400
  • Examination fee (all): US$400
  • Maintenance fee (all): US$100 annually

For more information on the CMP, visit

or contact Kris Dundas, ABC, CMP, at