Monika is the only winner in 2012 to take home an award in the category Issues Management and Crisis Communication. Belinda Lawrie sat down with Monika to learn more about her Gold Quills experience.

BL: What was your motivation for entering the 2012 Gold Quills?

ML: I used work in a large first class communications team. For the past few years I have been employed at a different company without communications professionals in-house with whom to collaborate. I thought the Quills would be a good way to check that my skills and approach are still relevant and appropriate in a rapidly changing industry. Also, in Australia, we can be somewhat parochial and isolated from the rest of the world. I thought that by winning a Quill I could demonstrate that we in Australia still cut it amongst the best of the best.

BL: What was the biggest challenge you faced with your entry?

ML: My submission was about the communications strategy for a very complex commercial transaction. My biggest challenge was expressing the essence of what we did in a way that anyone reading it could clearly understand. You never know who is going to be assessing your Quill submission. The judges could come from government, not for profits or business. There is no guarantee that the judges are familiar with conventional business terminology – so you need to prepare your work plan accordingly. The example of this that most clearly springs to mind was my replacement of a reference to "proxy solicitation" with "a telephone campaign" – but there were many such replacements made during the editing phase.

BL:  What did you learn from participating in the Quill Award process?

ML: I learnt just how supportive and helpful the members and board of our local chapter are. I also learnt that - if you ask nicely – IT can pull up almost anything that has long been deleted off the computer network.

BL: Any tips or hints you would like to share with our members thinking about entering the 2013 awards?

ML: Make the most of the resources there to assist you through the process. Take a good look around the IABC website and do that early. Think about your Quill submission as you are undertaking the work. This will help you collate relevant work samples along the way and ensure all your objectives and measurements stack up. Attend the information sessions offered. The round table in October last year – a free IABC Vic community event - at which prior winners talked about the process was invaluable. Make use of the IABC Quills mentoring program but do also seek out other mentors to provide a differing perspective. The education chair or any board member of IABC Vic can steer you in the direction of an appropriate mentor if no-one immediately springs to mind. And finally – the biggest impediment to success is procrastination. I waited years before submitting an entry. I wish I hadn't. In the end I wrote the work plan in a day and managed to win a Quill on my first attempt – so stop "thinking about it" and just do it! It would be great to have more gold quills won by Australians in 2013.

You can learn more about IABC Victoria’s Bronze Quill Award and IABC’s Gold Quill Awards here or contact our Education Chair, Belinda Lawrie.

It seems this month it’s all about professional development events – and lots of them!

First, we have the IABC Victoria  Cocktail Evening on May 30,  which has has just sold out. I hope you got your ticket.  Christopher Swan, international communicator and innovator will be joining us, as well as our very own global IABC Chair, Adrian Cropley. If you didn't get your ticket for this don't worry, as there are more events for you to attend this year. Read on.

The IABC World Conference is being held in Chicago in June. This year’s theme is Avant-garde: innovative; experimental; pushing the boundaries for a 20/15 vision of communication, and promises to be excellent. We’re gathering quite a troop from Victoria and the wider Australia Pacific region, so join the Ning group or tweet us using the hashtag #IABCaussieposse if you’re coming along! I have been contacted by a few solo travellers looking to share accommodation, so if you’re coming and would be interested in sharing a room, drop me a line.

Later this year, IABC will be bringing the Executive Accreditation Seminar (EAS) to Melbourne. This will be the first time an EAS has been held in the Southern Hemisphere and we’re delighted to be the hosts. Watch this space for more details as they come from Head Office or for more information on Accreditation, contact our Education chair, Belinda Lawrie.

IABC is also hosting a stream at the World PR Forum, also to be held in Melbourne, the week after the EAS. More information on the streams and pricing can be found here.

And finally, it’s with great pleasure I welcome our new Corporate members, Medibank. Corporate members make up almost 30% of our membership base and are offered even more benefits than single members. If you have 5 or more people in your organisation wanting to be IABC members, you’re eligible for Corporate Membership. Contact our membership chair, Rebecca Cattran for more information.

Hope to see many of you at the cocktail evening!

Kate

Christopher Swan is the International Guest Speaker at IABC Victoria’s Gala Night, and will be talking about the Future of the Comms Profession

According to your website, your love of entertainment is a driving force in communication. How do you make communications entertaining, even when the message is potentially dull or scary?

It’s true, I love entertainment. I believe when people are entertained, they’re participating in the experience. I describe the word entertainment, deeper than just fun and exciting. Entertainment to me is about relevance, storytelling and connecting with the user. So when I need to share a message that seems dry or challenging, I focus on the experience I want to create. In this case, think documentary. I aim to convey an important message and show it in an honest and interesting way. It’s time to be real and connect and at the same time, entertain.

• As a self-confessed technology geek, what are the emerging digital trends and technologies that you are really excited about?

Oh I’m a geek all the way around, not with just technology. But my excitement for tech is always at the forefront. The key digital trends and tech that I’m most excited about are the ones that make communication the simplest. We’re living in a world of information and it’s getting more crowded every day. Because of this, I think we’ll see more examples of visual sharing like in Pinterest, infographics and the Google glasses. It’s easy to digest and transcend language barriers. Our digital experiences will soon become an even bigger visual feast.

• There are so many new social media tools out there, how do you get ahead of the technology curve and know which ones to invest in?

First thing I would recommend, don’t jump into every brand new tool you see. There is no way to keep up with that kind of momentum. Being a fan of social, I will immediately try new social media resources. But I do not invest until I can see for myself or from others, that there is a business application. When I do experiment, I try to think as a user vs. a social media nerd. I think, how will this compliment my life and most importantly, am I enjoying it? My point, take some time, don’t rush and listen to what others are saying.

• What's the quirkiest, most original thing you've done to drive a message home?

This is probably the easiest question to answer as I love trying new ideas. I’ve created a few videos where I’ve actually dressed up as various characters. Just imagine me as cupid with a bow and arrow while delivering lines to share important messages. I’ve even climbed a mountain and got sunburnt for Earth Day, and dressed up as a pilot for a video conferencing video. The good news, the messages were effective and stood out.

• How important is the user interface for creating successful intranets?

User interfaces are very important for intranets. But it cannot live alone and should be married to a well thought out user design. A user interface focuses on the function and tech behind the scenes where the design aligns the look and feel. When it comes to an employee experience in the intranet, employees are not focused on how wonderful everything looks. They care about one thing, finding what they need. When you can make the user interface and design simple and easy, you’ve done a good job. A goal should be to have a design that easy to use, relevant to the overall experience and utilizes the best of well known consumer experiences.  

• The buzzwords at the moment are content curation, networked innovators, real-time delivery and customer ecosystems. What does this all mean for communications specialists?

These buzzwords are all about the shift we’re experiencing in communications. Communication today is a much stronger two-way experience and our users have a voice just as important as ours. As we hear these new buzzwords and see important changes in front of us, it’s important to review our current strategies and make sure we’re empowering others and opening our communication experiences for all.

Interview by Emma Gilmore

Co-founder of Carrera Partners, Christine Khor, explores the top 10 skills and employment trends to emerge in Australia for communications professionals.

• The ability to prioritise

With less resources and more conflicting demands the strategic comms person needs to be able to know how to prioritse for best “bang for buck”.  It is better to do less well, than a lot poorly.

• Emerging skills – the adaptable comms person

There are two key skills here. First, without a doubt, technology and the need to be able to adjust strategies and communication styles to be more creative, and engage through these different channels.  Second, sociology – there's an increasing need to understand human behaviour in order to research, analyse, plan and influence.

• Skills in demand

Post GFC, the role of the investor relations manager has heightened considerably and these skills are in demand.

• Communicators must also be good leaders

Employers are placing more emphasis on behavioural competencies such as resilience, and creative and lateral problem solving skills.  The issues that business’ are facing are not “as they were” and all employers are looking for people who can navigate and lead during times of change and chaos.

• Strategic and clear communication is essential in times of change

With increased business restructuring, mergers, acquisitions, branch closures etc increased thought needs to be placed on consistent and clear internal and employee communications.

• Social Media – ignore it at your peril

Thanks to social media, organisations are under increasing pressure to be transparent – whether they like it or not – as the traditional methods of planning and controlling the messaging are being lost.  Your “community” – employees, suppliers, customers, distributers   – all have the ability to make comments about you anonymously and to the masses.   The ability to keep track of all this communication and then to minimise impact is becoming a bigger issue for all communicators.

• Measurement and new technology

Comms professionals already know measurement is important to influence outcomes and like all parts of a business, must be able to show value for money. Social media and new technologies can provide a wealth of data and statistics, but it is how this is used and analysed that will be key.

• Choose your channel wisely

From formal corporate to conversational style writing, or speaking to suit the press release, web, video etc.  Communicators must be able to match the message and tone to the medium to achieve seamless, impactful messaging

• Step outside the communications box

Commercial acumen is key.   Knowing your business and understanding the big picture is critical.  What happens in Australia and even global trends could and should impact what you do and say.

• Grammar and spelling

It sounds basic but with the speed in which we are operating as well as with all the different forms of technology, grammar and spelling are often secondary to the “getting something out”. Take the time to review what you have written before pressing send.

In the lead up the the World PR Forum, the Global Alliance (hosts of the WPRF) are looking for locals to tell their stories of Melbourne. Volunteers will be asked 8 short questions about Melbourne and the communications profession.

Responses will be used in a number of ways such as provide ideas for international delegates of where to visit whilst they are in Melbourne and Victoria, within the forum website and in e-newsletters. Here at IABC Vic, we'd also like to use the 'My Melbourne' questionnaires for a series on our blog.

Would you like to share your Melbourne story? Email info@iabcvic.com.au before May 25 to volunteer!

Here are two major professional development opportunities you won't want to miss!

1) There will be a week long Executive Accreditation Seminar (EAS) held in Melbourne, in November 2012. If you have been thinking about becoming an Accredited Business Communicator (ABC) this definitely fast tracks the experience, provides you with the benefits of a local cohort and you get to stay close to home base. This is hot off the press with more details to follow.  In the meantime you can read about the EAS being held in British Columbia later this year, or email Belinda Lawrie (Education Chair) on info@iabcvic.com.au for more details.

2) The World PR Forum is also coming to Melbourne in November (18-20) and the IABC will be there. Pricing for day tickets can be found here. The IABC will have sessions on:

• Managing Change in Economic Turmoil
• Crisis and Issues in Natural Disasters
• Branding and Reputation of Sporting Associations
• Communication and Engagement across Multi Cultural Lines

We will share more details with you as soon as we have them.

Normally, our role as a local chapter of IABC is to provide localised value of the global offerings. This time the world is coming to your doorstep!

IABC Victoria member Damian Mannix of The Agenda Group (and IABC Victoria Chapter Board Member), has just produced an informative report on the recent Victoria budget.  It is particularly good for it ability to spell out the implications of the various reports and inquiries and simplify what economic reform means for the Victorian Government. It's a free report – please help yourself to The Agenda Group 2012 Victorian Budget in context

Are you an IABC Victoria member with something to share? Some recent successes, published reports or case studies? We would love to share. Let us know at info@iabcvic.com.au or tweet us at @iabcvic with the hashtag #member

The following write-up was kindly contributed by George Stratigis, IABC Vic member and participant in the Brand Strategy Workshop – Be Together held on 23 April 2012.

What do George Clooney, Dawn Fraser and Malcolm Gladwell have in common? According to participants in IABC Victoria’s Brand Strategy Workshop, facilitated by Rhod Ellis Jones of Ellis Jones, in some shape or form, they all personify what IABC Victoria is to members.

It is not unusual for a group of communications professionals to gather and discuss trends in communications and the state of the industry in a social setting. However, it’s not every day Hollywood celebrities feature so prominently in the discussion.

Seated in a circle, members reflected on the reasons that they joined the IABC and what they had gained from membership. The key objective of the gathering was to identify relevant brand archetypes and ways that the brand could reflect the chapter’s strategic direction.

Interestingly, although the brand archetype of the “connector” and “intellectual”, featured prominently, others also identified with the “entertainer”, “motivator” and “ruler” archetypes.

The question of who might best represent the characteristics of IABC Victoria drew some interesting responses – George Clooney was popular, as were Malcolm Gladwell, “Parky”, Andrew Denton, and Barack Obama. It was not an all male cast, Wonder Woman and Dawn Fraser also featured. No one person was settled on, but rather aspects of each were thought to be relevant.

Members also explored ways that IABC Victoria could increase its profile among communications professionals and the importance of expertise. Specifically, they discussed whether the adoption of a public position on industry trends could add value to branding efforts and the extent to which such an approach would be worthwhile in a Victorian context.

Accreditation was also on the agenda. Members participated in a quick “straw poll” on whether they intended to pursue accreditation as an Accredited Business Communicator (ABC) and the perceived benefits of accreditation, from their professional perspective and its importance within the IABC.

Rhod played an important role in guiding the discussion and encouraging members to share their knowledge and experiences about when they first joined the association.

IABC Victoria appreciates the assistance of Ellis Jones in facilitating the brand workshop and looks forward to continuing to work with Ellis Jones on developing the IABC Victoria brand strategy.

Many thanks to the Honey Bar in Clarendon St, South Melbourne for the great space to meet in.

Most of us attend business meetings, they are impossible to avoid.  Whether it be a weekly team meeting, project meeting or client meeting, people regularly get together to talk. 

What if you could take that one meeting, tweak slightly how it is run, and make it more creative and worthwhile to all participants?

Keith De La Rue, Principal Consultant at Acknowledge Consulting, believes you can.

 “Recent research has found that conversations have the ability to improve the performance of groups, help us be more innovative and even makeus individually smarter.”

Through his recent article –The art of conversation–all of us are smarter than any of us – Keith discusses his five rules for more innovative meetings:

• Have we all been introduced?
• Is everyone open and willing to change?
• Are we all taking equal turns?
• Is the talk friendly and constructive?
• Do we have sufficiently diverse viewpoints?

By focusing on these points before, during and after a meeting valuable knowledge can be shared and real progress made in each meeting you attend.

“This research hashighlighted the importance of conversation to many fields of work – creativity, collaboration, innovation and knowledge sharing,”Keith highlights.  Don’t let a bad meeting waste yours and your colleague’s time.

Keith’s blog covers more on this topic and he will also be speaking on this topic at the KM UK 2012 conference in London.

For the past 40 years, IABC’s annual Gold Quill Awards program has honoured the best of the best in business communication, offering professional communicators an opportunity to have their work evaluated by expert judges. Of the nearly 700 entries received from 23 countries this year, 78 were selected to receive awards.  Of these 78, 24 were Awards of Excellence, making Monkia's achievement all the more significant. Visit the Gold Quill Awards web site to see the complete list of 2012 Gold Quill Award winners.

To recognise excellence in business communication at a local level, the Victorian Chapter of the IABC also has a local award, the Bronze Quill. All Victorian Gold Quill winners are eligible for local recognition in the Bronze Quill Awards. This year, the Bronze Quill Award will be presented on May 30 at the IABC Victoria Cocktail Evening at Vue de monde.

Congratulations again on this fantastic achievement Monika!