The British Association of Communicators in Business (CiB) – soon to be the Institute of Internal Communication – has launched its Advanced Diploma of Proficiency in Internal Communication as a key part of its strategy to raise industry standards.
Professional accreditation is a core role for the new Institute, along with thought leadership and advocacy for good communication.
The Advanced Diploma is the second element of CiB’s two-part qualification. It is designed to help communicators deal with the increasing complexity of internal communication practice and growing employer expectation for a significant, and quantifiable, contribution to the achievement of overall business objectives. It continues CiB’s progress towards a complete suite of industry-recognized qualifications for practitioners at all career stages.
This launch follows on from a highly-successful first year for CiB’s Foundation Diploma for new entrants to the profession, with the Advanced Diploma setting the standard of proficiency for an experienced internal communication practitioner. It calls for a greater depth of skills and knowledge than the Foundation Diploma, together with the broad business and organizational understanding expected of a professional aspiring to operate effectively at management level.
Areas covered by the Advanced Diploma include understanding of business issues such as customer relationships, financial reporting and the impact of the economy; organizational culture; interpersonal and presentation skills; planning and delivering internal communication programmes; management of stakeholders, internal/external clients and suppliers; measurement and evaluation.
Students are required to attend an initial stimulus event, develop an evidence-based experience portfolio and take part in a group project.
The first candidates will join the programme in March 2010.
Senior internal communication practitioners with very broad-ranging experience – public and private sector, in-house and agency – have shown huge support for the benefits offered by the Diploma programme, with 30 signing up to be part of the independent monitoring panel that assesses the students.
CiB education and accreditation director Sheila Parry comments: ‘’For internal communication to achieve its full potential, it has to be seen as an integral part of an organization’s top-level strategy. However, for this to be a reality, internal communication practitioners also have to be able to liaise effectively with senior management and have a well-rounded understanding of business issues, as well as possessing first-rate skills relating to their own function.
“The Advanced Diploma will ensure that individuals have firm foundations for dealing with today’s challenges, and is a key element of our focus on raising practitioner performance levels and the standards of organizational internal communication across the UK.”
ENDS
Press enquiries to:
Catherine Park, CiB
Tel: 01908 313755 / Mobile: 07957 999725
Notes to editors:
1) The Foundation Level Qualification – The Diploma of Proficiency in Internal Communication – was launched in September 2008.
It is planned that the suite of qualifications will also include:
· A higher-level qualification in internal communication management balancing theory and practice, with a curriculum designed by CiB and accredited by an external academic body.
· A Masters degree-equivalent qualification enabling those who take it to contribute to the body of knowledge about internal communication through research, designed by CiB and accredited by an external academic body.
Further information about CiB qualifications is available at www.ioic.org.uk/content/qualifications
2) The British Association of Communicators in Business (CiB) is the leading association in Britain for professionals in internal communication. It has over 1,100 members who comprise a powerful network and drive performance. They lead change and inspire success for the UK’s best organisations, public and private, large and small.
CiB members have recently voted for a change of name and status to the Institute of Internal Communication, which will take place in May 2010.
The clarity of purpose inherent in being designated a professional institute will support the achievement of ambitious objectives – aimed at enhancing practitioners’ knowledge and skill levels and increasing society’s awareness of the function’s importance – which will transform internal communication in the UK.
Key strands of activity include:
· Professional development – development of a comprehensive, flexible and robust framework of accredited qualifications and supporting training that meet the practical needs of communicators at all career stages and of their employers
· Advocacy – we work continuously to convince organisations of the importance of effective internal communication
· Standards – we aim to improve the standard of communication practice and delivery
· Networking – we promote the regular exchange of ideas, insights and experiences both between members and within the communications industry.
CiB provides seminars and workshops regionally, stages a national conference, runs the largest competition for internal communication in Europe, offers training and professional development possibilities, supports a large knowledge bank, has an active freelance section and offers a tax and legal helpline. Further information is available at www.ioic.org.uk
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