Communications Body of Knowledge
Chamber communications professionals should demonstrate, in key area, a knowledge and understanding of the importance of:
General
- Communications strategies as they relate to media, employees, members
- Integrated communications strategies, which include marketing, advertising and sales
- Message delivery channels
- Written and oral communication skills
- Counseling CEO, key organization enablers and enactors, and spokespersons
- Legal and ethical issues of communication as related to investor relations, trademark/copyright, intellectual property, non-profit disclosure
Design
- Graphic standards development for an organization
- Desktop publishing (advantages and disadvantages)
- Layout and design (the elements of a good "look")
- Image management for an organization
- Creativity and graphical support for an organization's communications efforts
- Management and direct organization newsletter creation, production, and publication
Production
-
Strategies for publications management, including design, development, print production, digital imaging and printing, print buying, and delivery
Writing
- Skills necessary to write a variety of copy, from ads to advisories, from backgrounders to fact sheets to press releases, from speechwriting to position paper writing
- Effective editing
- A command of the English language, including standard usage, grammar, punctuation, and spelling
Technology
- Tele/video-conferencing
- Web site management - structure, development, updating, technical considerations, including basic html
- The use of, and issues surrounding, fax communication -- on-demand and broadcast - and e-mail communication
- Computer skills -- word processing, desktop publishing, Internet, database management
- Audio-visual presentations - video, slide, overhead transparencies, and on-line demonstrations
Media Relations
- Building awareness of organization's activities to non-members, members, and community partners
- Directing all media relations activities, including news conferences
- Issues management
- Relationship management with reporters, editors, and editorial boards
- Developing media relations strategies
- "Clippings" management
- Media planning for print, broadcast, and electronic outlets
- Spokesperson training
- The intricacies of television and radio news and interview processes.
- Counseling of staff and leaders regarding publicity (or lack of) on sensitive issues.
Department Management
- Budget development and oversight
- Project management and oversight (on time, on budget, complete and accurate)
- Total Quality Management
- Personnel management
- Internal and external customer service issues
- Management of competition with members
- Bid and evaluation process management with regard to outsourcing projects to agencies
- Management of freelancers, interns, temps, and volunteers
Marketing/Planning
- Principles of market assessment and research for analysis and outsourcing
- Horizon scanning/trend watching and reporting
- Integrated communications strategies and plan development
- Advertising strategies and plan development
- Best methods to market to various programs
- Direct mail marketing
- Event planning
- Stakeholders and target audiences
- Product development
Long Range Strategic Planning
- Issues management
- Principles of research and evaluation to analyze the outcomes of marketing, advertising, promotions/public relations activities
- Development of a strategic plan for any of the following - organization image campaign, activities and event promotion, communicating activities e analysis of chamber's environment
- Crisis communications -- plan development and implementation
- Direct identification of community issues
- Reinforcement of continual communication of consistent company message
Staff Relations
- Board, member, and employee relations techniques and education
- Working with other staff members and departments (as contributors or mentors)
- Team development
- Meeting coordination