Innovation

On the Ground at IABC25: Data Gets Real, Culture Gets Personal, Hybrid Gets a Rewrite

This week, IABC is hosting communicators from around the globe at World Conference 2025 in scenic Vancouver, BC, Canada. The Catalyst team is on the ground, learning from experts and connecting with fellow members. From breaking down what it means to truly be data-driven, to coaching global leaders to think local, building AI fluency, and more, here are some of the insights we gleaned on the first full day of sessions, Monday, 9 June.  

📈 Are We Data-Driven, Or Are We Just Saying We Are?

We started the day with a session from Google’s Neil Hoyne: “Beyond Metrics: Building a Data-Driven Communications Strategy.”

Neil’s big takeaway wasn’t that we need more data, it’s that we need to be more thoughtful about how we present and act on data.

A few points from his mainstage session resonated with the room:

  • A report from KPMG shows that about 50% of CEOs ignore insights that contradict their gut.
  • A university tested data perception and bias; alumni saw the same data but came away more convinced of whatever they already believed.
  • Evolutionarily, we’re wired to protect the status quo — not analyze charts.

Neil took us beyond dashboards and drilled into behavior. People say they want to be data-driven, but less than a third of organizations are. Most of us, especially senior leaders, rely on intuition, social consensus, or hierarchy to make decisions.

So what do good data-driven teams do? They ask the right questions:

  • What’s the hypothesis?
  • Do we have the right data?
  • Are we committed to acting on it?

Neil challenged us to think differently about what it means to be data-driven, to focus less on tools and more on mindset. As he said: “Having a library doesn’t make you literate. Having data doesn’t make you wise.”

🌍 Thinking Local, Acting Global

Angela Sinickas led us through a sticky topic many global communicators face daily. How can you help your leaders resonate at the local level when your workforce is global?

Leaders are most comfortable communicating within their own cultural norms and don’t always consider how it may create negative impressions in other cultures. As communication professionals, it’s our role to coach these leaders to be authentic and approachable for the cultures they address.  

Angela, an expert in intercultural communication and IABC Fellow, walked the room through a few cultural differences to consider in order to set leaders up for success.

  • Hierarchy vs. Egalitarianism: In hierarchical cultures, avoid open Q&A. Work with local leadership rather than publicly fixing employee issues. 
  • Individual vs. Group Orientation: Prioritize team recognition over individuals and build consensus through group-based action.
  • Direct vs. Indirect Communication: In indirect cultures, providing context is key. Avoid slang or idioms.
  • Time Orientation: For cultures that operate more fluidly around time, allow for flexible schedules and prep.
  • Work-Life Balance: Avoid off-hours meetings to respect local norms and show that you value efficiency over hours worked.

🤖 Are You Fluent in AI?

Microsoft’s Sean Alexander walked us through responsible use of AI, focusing on ethics, transparency, and global regulatory trends. As generative AI rises rapidly in the workplace, it will continue to be critical for communicators to build AI fluency.

Sean highlighted practical frameworks like the National Institute of Standards and Technology’s (NIST’s) AI Risk Management Framework, along with best practices for ethical implementation. Ultimately, AI should serve as a partner, not a replacement for human work.

While we continue to navigate an uncharted era of AI, Sean outlined three concrete actions communicators can take to gain better control of this evolving technology:

  1. Establish an AI Governance Framework: Implement policies and accountability structures using models like the NIST AI Risk Framework to manage AI risks proactively.
  2. Build AI Fluency Across Teams: Use the 70-20-10 learning model — 70% practical experience, 20% interacting with colleagues, 10% through formal training — to develop responsible AI skills. Ensure employees understand ethical use and limitations of generative AI tools.
  3. Start Small, Measure Impact: Launch focused pilot projects with clear goals and success metrics to drive adoption and avoid common AI pitfalls like overengineering or unclear ROI.

💻 Closing the Hybrid Gap for Better Employee Experience

Chuck Gose, founder of Icology, Mark McDermott, CEO of ScreenCloud, explored how organizations can close the communication gap between digital and physical workspaces. Using real-world examples, research, and the ARC framework (Attention, Retention, Cognition), they showed how signage, mobile tools, and personalization can improve the employee experience, especially across remote, office, and frontline roles.

If you work in or manage a hybrid workforce, here are ways you can ensure employees feel tapped in, regardless of where they sit:

  • Audit your organization’s physical and digital communication touchpoints to identify silos and overlaps.
  • Apply the ARC Framework — a method for creating impactful screen-based communication through attention, retention, and cognition — to evaluate or create screen-based messaging campaigns.
  • Create a strategic partnership between IT and communications teams to own how screens are deployed and managed across office, frontline, and remote environments. Work together to ensure alignment on goals, tools, and impact.

Head over to the recap for Tuesday, 10 June to see what we learned that day!