IABC Gold Quill 2011 Lessons Learned – Change that didn’t hurt

In this past month’s issue of Communication World the focus was on change and the role of the professional communicator. The issue contained sage advice and examples of how to support and/or create change. In the light of judging at IABC’s Blue Ribbon Panel this weekend it was re-enforced to me that effective communication involves change. We seek to change attitudes and behaviours. Outcomes sought by Gold Quill entries this year included more votes, sales, saved lives, and ensuring human dignity.

The best and the brightest in the communication profession shared their work to be evaluated by peers. The entries were insightful, well measured and at times inspirational. Some took change resistant environments and effectively matched communication tactics with a process that ushered in new opportunities and achievements.

Our Leader

Other entries helped me think big and dream about what could be. Some campaigns really did change the world. When the winners are released these entries will inspire us all.

Providing communication platforms and being change agents with good research and hutzpah entrants charted new courses but they did not operate alone. Many of the successful communication campaigns were in partnerships with larger movements and other change agents. By listening to the needs of our audiences and our businesses many participated in movements. Communicators enhanced the positive sentiments while minimizing the barriers to success. Communicators were crucial leaders and implementers that led to great outcomes.

A memorable conversation
Blue Ribbon brings together communicators from around the globe. I find my colleagues challenges and insights invaluable. This weekend, I learned from an American adjusting his style to operate effectively in Hong Kong. His story unearthed some vital principles that will help me be successful in Canada. The conversation left me with some questions to contemplate.

1. How and when should we adjust our approach to meet the culture we are operating in?
2. Does the culture we are operating in need to be challenged so we can achieve our goals?
3. Are we evaluating the positive and negative aspects of our own culture?
4. How is our culture impacting our communications?
5. Do we have overarching principles as professional communications that apply across cultures?
6. Am I, North American centric and believe others should conform to my cultural beliefs?

Asking these questions will enable me to understand the needs of those I interact with and adjust or advocate depending on the situation.

Linking Communications to Leadership
Great conversations and great communication entries reminded me that transformational leadership is not asymmetrical. As communicators we have espoused two-way communication for decades as necessary for positive change. Recently, the topic has moved to three-way communication, where the audience communicates with the change agent and with others in the audience. Steve Crescenzo in this month’s Communication World stated this as a new responsibility for communicators to foster.
Interactive communication acknowledges that for leadership to be sustainable the leader and the led both need to change. With the increased emphasis on dynamic feedback and interaction this becomes more likely. Effective communication and leadership both seek to deepen relationships – relationships impact both parties.
My challenge for professional communicators and myself is to be willing to change as part of the communication process. When my audience shapes me, I am able journey into a deeper relationship. The relationship should grow the influence of all parties involved.

Thank you – IABC
To all the wonderful people and minds that make the Gold Quill experience possible, thank you for engaging in the profession and enabling our community of professionals to learn, grow and transform. This weekend many fun stories were told, collectively we encouraged passion and the food in San Francisco fed my growth.

I hope to see many of you in San Diego in June for IABC`s world conference.