IABC and Royal Roads University’s Executive Accreditation Seminar - 19–24 September 2010
What is the Executive Accreditation Seminar?
The Executive Accreditation Seminar (EAS) at Royal Roads University in Victoria, British Columbia is an intensive six-day seminar designed for senior-level communicators who wish to achieve the Accredited Business Communicator (ABC) credential, the global standard in organizational communication. Offered 19–24 September 2010, the seminar combines an elegant and efficient pathway to accreditation with a leadership development curriculum that recognizes the experience, responsibilities and strategic intelligence of the senior-level practitioner. Assuming successful completion of the pre-work assignment and the various rigorous elements of the accreditation process offered during the seminar, the candidate will qualify for receiving the ABC after the six-day experience.
The seminar results from a partnership between the International Association of Business Communicators (IABC) and Royal Roads University (RRU), a public university specializing in professional education. The seminar models a sophisticated approach to the ABC through a dynamic and peer-interactive experience designed for the seasoned practitioner. The seminar will be led by an ABC with deep experience in academic communication scholarship and professional practice, as well as a veteran leadership instructor. Successful candidates also receive a certificate of completion from Royal Roads University.
Read testimonials from the March 2010 EAS participants.
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What is accreditation?
IABC’s accreditation program is the global standard of professional achievement for business communicators. Accredited members, practicing around the world, apply the same strategic management process in all communication disciplines, across diverse cultures, and in for-profit and nonprofit organizations of all sizes.
This peer-reviewed program challenges candidates to demonstrate their knowledge of strategic communication planning, implementation, measurement and ethics. Candidates who meet all requirements earn the designation Accredited Business Communicator (ABC).
In the Executive Accreditation Seminar, an ABC is earned when candidates successfully complete three steps: application; a portfolio giving evidence of strategic proficiency; a written exam and interview featuring, among other aspects of accreditation, participation in a real-world organizational scenario in the form of a “communication leadership challenge.”
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Why should I become accredited?
The ABC designation says that you have successfully met a global standard in organizational communication. You have a specific level of education and experience as a communicator or public relations practitioner. Your work has demonstrated that you can think strategically, establish meaningful goals and objectives, and measure your success. Your work has been reviewed by your peers and has successfully demonstrated that you have a well-rounded, problem-solving approach.
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Where does the Executive Accreditation Seminar take place?
Royal Roads University, Canada’s university for working professionals, is located on Hatley Park, an early twentieth-century Edwardian estate distinguished by 565 beautiful acres of forest, an oceanfront view, and Hatley Castle. The university comes equipped with running trails, a fitness center and accommodation options for those who wish to stay on campus.
Royal Roads is represented in the seminar by the School of Communication and Culture, an academic department offering bachelor’s and master’s degree programs in professional and international communication, and the Centre for Applied Leadership and Management, a unit specializing in graduate certificates and leading-edge custom programming.
Applied, real-world relevance and experience is the focus of all Royal Roads programs, which are developed in collaboration with experts in the communication profession and taught by leading communication practitioners ensuring current and immediately applicable knowledge and skills. These programs allow participants to focus on areas of professional interest and strength, build on existing skills and experience, and apply new knowledge and strategies in the workplace.
Victoria, a 20-minute drive from campus, is one of the world’s most attractive visitor destinations. Located at the south end of Vancouver Island, the city’s mild climate, natural beauty and cultural attractions make it a favorite place for tourists from around the world. For those attending the seminar and interested in off-campus accommodation, Victoria offers a vast number of hotels and bed and breakfast options at attractive off-season rates.
Further information on:
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How is the program structured and delivered?
Through a combination of individual casework, group work and presentations, the participants will be evaluated on their ability to develop and manage strategic communication, i.e. set measurable objectives, understand their target audiences, make strategic use of communication media and tools and learn from both successes and failures.
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Key steps for Executive Accreditation Seminar
The ABC process in the seminar at Royal Roads is organized with an efficient and engaging model of pursuing accreditation in mind. The accreditation process within the seminar, adapted with the senior communicator in mind, is as follows:
Step 1: Apply (deadline is 15 June 2010)
Download the application form:
Please submit the application form to
and take the online ethics assessment.
Required reading: Candidates must read and become familiar with the IABC Handbook of Organizational Communicationprior to the seminar. This book is intended to help prepare the candidate for the ABC exam, which will take place during the seminar. Purchase the handbook.
Recommended reading: The Heart of Strategic Communication, Third Edition, by Lester R. Potter, ABC. This is IABC’s definitive guide on communication planning. It walks you through the strategic communication process and offers straightforward case studies and how-to techniques for evaluation and measurement, an important aspect of creating a successful strategic portfolio. Purchase the manual.
Step 2: The strategic portfolio
The basis for the strategic portfolio equivalent recognizes that senior practitioners are not always directly involved in the production of communication materials in the workplace. For that reason, and because of the importance of strategic intelligence in senior-level roles, candidates will assemble a portfolio that represents the abilities and experiences typical of that role. This includes:
- Pre-seminar case study submission based on personal experience that demonstrates ability to communicate at a senior and strategic level.
- Presentation and discussion (20–30 minutes) of the case study during the seminar.
Step 3: Seminar participation—communication and leadership content
Throughout the week, candidates will participate in a two-part, senior-level communication curriculum which will be delivered by university faculty specializing in leadership and communication. The curriculum will include sessions on topics relating to leadership, ethics, policy, philosophy of communication and crisis communication.
Step 4: Communication leadership challenge
A central feature of the seminar is the communication leadership challenge. The challenge involves a presentation during the seminar by an actual organization facing a significant communication issue. The challenge offers a real-world basis for evaluating the candidate’s abilities, and will address the case study, ethics and philosophy of communication aspects of the ABC process.
Team presentation and case study:
Candidates will act as consultants to the organization, working in small teams to do research, develop a strategic analysis, and then formally present to their peers and the organization’s representatives as a team.
Step 5: ABC accreditation assessment
Throughout the week, participants will be assessed by ABC instructors/peers as they complete all elements of the accreditation examination process.
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What are the benefits of attending this seminar?
The program’s real-life challenge offers a unique opportunity for personal career growth and reflection within a rigorous and disciplined learning environment. The EAS is much more than an organized, collaborative and hands-on exercise in evaluation toward attaining the ABC. It offers the opportunity for leadership development among the industries’ best, a graduate-level education in strategic communication analysis, and a chance to work and learn with professional peers from a variety of fields. Participants will leave the weeklong program qualifying for:
- The ABC, if the credential’s requirements have been met
- Certificate of completion from an esteemed university of adult learning
- A new network of senior-level colleagues and peers
- Knowledge that they have contributed to the success of a community-related effort though the leadership challenge.
- New skills and knowledge that can be applied to other real-life communication challenges.
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Who should attend?
This intensive seminar is targeted to senior-level communication professionals. Applicants for this program must be full-time professional communicators with a minimum of ten years of experience in business communication (organizational communication, public relations or communication management) and hold a bachelor’s degree, or a total of 15 years of combined post-secondary education and work experience. The program is aimed at enlightened, ethical and critical senior practitioners from any communication discipline who want to:
- Take on more significant leadership roles within their organizations.
- Be a part of a changing and sophisticated professional culture.
- Offer an extraordinary opportunity to employers looking to a new generation of communication leaders to guide their evolution.
You must be an IABC member to apply for and maintain your accreditation. Join IABC.
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What is the seminar fee?
The Executive Accreditation Seminar fee is US$3,900 (CDN$4,504.50, taxes included). This fee includes the ABC accreditation fee, lunches and refreshments throughout the week, and course materials (IABC Handbook of Organizational Communication and Les Potter’s manual not included).
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What are the accommodation options?
A block of rooms has been reserved for participants wishing to stay on campus during the executive accreditation seminar. Once your application has been accepted, information on housing will be sent to you.
Current rates:
- En-suite: US$65.00 plus taxes = CDN$74.10
- Dorm Room: US$40.00 plus taxes = CDN$45.60
Victoria, British Columbia, a renowned tourist destination, also has a large selection of hotels in the downtown area available at reasonable off-season rates. Downtown Victoria is a 20-minute drive from the Royal Roads campus.
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Who are the instructors and what is their approach?
The program will include instructors from both IABC and the Royal Roads University faculty.
 Tamara Gillis, Ed.D., ABC, straddles the worlds of communication practice and academia. She is an active consultant, influencing the practice of communication and change management for government and corporate clients. As a faculty member at Elizabethtown College in Pennsylvania, she is preparing tomorrow’s corporate communicators. Gillis is a popular speaker, respected researcher and well-known author. She served as chairman of the IABC Research Foundation and has held numerous leadership roles within IABC.
 Tammy Dewar combines a Ph.D. in adult learning with 15 years of practical leadership and team development experience in both the public and private sectors. She is a pracademic, spending part of her time teaching at Royal Roads University in their MA, MBA and Executive Leadership programs and the other part of her time running a consulting company with her husband and business partner. They provide leadership, team and organizational development, executive coaching, customized 360 performance reviews and action research services. Tammy loves living in Victoria, British Columbia and enjoys the local food, wine, festivals, sporting events and amazing year round recreational activities.
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About Royal Roads University
Royal Roads University’s (RRU) is particularly equipped to serve ABC candidates with a view of education that blends the best of academic and professional traditions. In a National Survey of Student Engagement reported in the Canadian news magazine, Macleans, Royal Roads University ranked first of 57 Canadian universities for “active and collaborative learning” and first for “level of academic challenge.”
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Questions?
If you have questions about the Executive Accreditation Seminar, e-mail
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