The Global Standard is defined by communication professionals around the world embracing a shared career purpose and six core Principles as the building blocks of their work. Informed by a passion for engaging audiences with strategic communication, the purpose and Principles focus our work and form a global standard. Applying that standard enables us to cross all borders, align with diverse cultures and effectively serve organizations of all types and sizes. IABC’s programs and initiatives are aligned to the Global Standard, ensuring consistency and credibility throughout all efforts.
The career purpose of a communication professional
Communication professionals represent the voice of an organization as it interacts with customers, clients, employees, partners, shareholders, competitors and the community. The communication professional brings the organization to life with a brand voice that aligns its verbal, visual and digital messages and activities with its mission and vision. By clarifying the brand, communication professionals also help ensure the organization runs efficiently and effectively.
Communication professionals build a strategic communication plan based on thorough research, they communicate with a variety of audiences in a range of styles, they develop and edit content, and they assess where and how to communicate and how to evaluate the results of their work. They act as the organization’s conscience and strive for its financial, social and environmental sustainability.