A history of IABC communicators: forty-six years of shaping the corporate word

Communication World, August-Sept, 2002 by Gloria Gordon

Anybody remember the "house organ?"

"Operation Tapemeasure," carried out in 1956, was one of the first surveys of members. IABC then was called the International Council of Industrial Editors (ICIE) and focused primarily on company publications. The word "communication" was a term with somewhat limited use. Most members had journalism backgrounds with only 22 percent from public relations, and none listing a communication background. Editors' salaries were around $600-$800 per month and average age was between 34 and 40 years. Men's salaries topped those of women, with 60 percent of the women editors earning less than $400 per month and 89 percent of their male counterparts earning more than that figure. Seventy-six percent of members were men. Subsequent "Operation Tapemeasures" were conducted in 1963 and 1967, showing a gradual increase in salaries, but still large gaps between male and female salaries, with male members in the majority.

ENTER BUSINESS COMMUNICATION

By 1972, the organization had become the International Association of Business Communicators. Salaries had risen. According to that year's survey, nearly 64 percent of communicators (a term now used widely) earned between $10,000 and $20,000 annually; two thirds earned $15,000 or more. The gender gap was shrinking, with 59.4 percent male and 40.6 percent female reporting in. Average age was 25 to 39 years. Budgets ranged from $25,000 to $49,999 a year and duties were 95.9 percent writing and editing. However, 70.2 percent of responders listed their main experience as "business communication" with newspaper and magazine editorial at 44.5 percent. PR came in third, with 28.9 percent.

WOMEN MEMBERS INCREASE

In "Profile/75," the communicator (now the most frequently used term for members) was a married male, age 35, with a bachelor's degree in journalism and called editor (still!). His department was public relations, and he reported to a VP, director of PR or to a general manager. Sixty-five percent majored in journalism or English. Salaries averaged $15,647, which was estimated to be roughly $2,000 more than was earned in 1972. Salaries for women were around $12,700, with mean salaries for men at $18,088. However, Profile/75 qualified this: "In fairness to the profession, any analysis of the treatment of the two sexes must be prefaced by the fact that Profile/75 shows a dramatic increase in the number of women in business communication since 1972." A whopping 46 percent of IABC members were women.

GENDER GAP CLOSES

(EXCEPT FOR SALARIES)

By 1977 the gender balance shifted, with 50.8 percent of members female and 46 percent male. Salaries were up 34 percent overall, but still a wide margin between men's and women's was reported. Titles were shifting from editor to manager or director with added responsibilities, and some reporting at a higher level in the organization.

In 1979 the average salary passed $20,000, and females made up 54.4 percent of membership. Communication departments were coming into their own and gaining recognition as something other than a print shop. The department focus was primarily internal, but beginning to take on more external communication responsibilities.

By 1981, the typical communicator was a female, age 32, with hefty budgets and more support from top management. Salary average was close to $25,000. A significant differential remained between what men and women earned--with men making between $24,476 to $30,000, and women making $17,000 to $20,900.

Profile/81 was the first to include data outside North America, and as an example indicated that communicators in the U.K. were earning nearly $3,000 a year more than their U.S. counterparts; Canadians were earning about $3,000 less.

DOWNSIZING/REORGANIZATION MANIA

In 1987, for the first time, findings indicated a declining number of communicators on corporate staffs. Communicators responding as "self-employed" had a 44 percent gain, although those remaining on corporate staffs saw their titles shifting to indicate their broader, and better recognized, responsibilities. Average salaries were up--$36,000, with accredited members (ABCs) making considerably more at $47,900. Another first was data on member race: 93.5 percent were Caucasian; 1.5 percent African American; 1.5 percent Asian and 1 percent each Hispanic and Native American.

By 1989 the corporate merger, restructuring, downsizing, capsizing mania started to subside, and communicators were being brought back to help pick up the pieces. The number of self-employed communicators was down significantly. Salaries broke the $40,000 barrier; male/female member mix was at a 60 (female)/40 ratio. Communication was also finally being recognized as a strategic practice rather than simply a tactical one (although tactical skills were still vital). ABCs were making $10,000 more than non-accredited members. The increasing use of technology was listed as one of the top communication issues.

In 1995 IABC membership was 70 percent female, and salaries broke the $50,000 mark. Communicators' roles were becoming even more significant and were being recognized as a force that could affect the bottom line. Technology was an increasing phenomenon, and the struggle was in controlling and using it as an additional and effective communication tool.