And Away We Go!

Communication World, August, 2000 by Sue Bugos

IABC International Conference Leads Charge Into 21st Century

Okay, so maybe you've heard that "new century" stuff a few too many times this year already, but not after IABC's first international conference of the century (that is, as long as you subscribe to the theory that this is the first year of the 21st century -- but that's a whole other discussion). And not after a record number of delegates from 35 countries helped celebrate IABC's 30th anniversary in what is (at least for those of us from Vancouver) the most beautiful city in the world.

Communicators said farewell to the twentieth century from their newly upholstered and much-fought-for "seat at the table." We became strategic and recognized the need for our companies to have brand recognition, we took the lead in dealing with ever-present crises, and we became experts on change management. And we patted ourselves on the back for how far we've come as a profession. Not bad for a group of people who 30 years ago were known as "industrial editors."

So now what? Are we really entering a new era, or is it a bit of a red herring like the dreaded Y2K bug? At Vancouver 2000, more than 90 speakers shared their insights on topics ranging from corporate reputation issues and influencing corporate culture to business finance and communication and aligning communication with business outcomes.

And, wow, did we ever come to realize the opportunities that are and will continue to be out there for communicators. That is, as long as we can adapt to the realities of the new millennium and use our knowledge wisely.

Sometimes it's what we don't know that ends up biting us in the tail. When television was showcased at the 1939 World's Fair, people scoffed at it and said it would never be embraced as a popular technology. Hamish McRae started conference goers off on our journey of looking ahead by using this point to illustrate how wrong we can be with our predictions. The people of the time couldn't see the "software," the social and economic consequences that would bring television to the shrine-like status it has in our homes.

Where Do We Go from Here?

Was he using that example as a caveat to all of the information and predictions he offered? It's hard to say. What is clear from the award-winning journalist/economist/futurist and associate editor of the Independent, London, U.K., is that "the world, it is a-changing" and you'd better be ready to roll with the punches and lead the charge or be passed by.

He didn't use those exact words, but through a series of graphs, charts and engaging commentary demonstrating what he sees as the five forces of change -- demographics, resources and the environment, globalization, technology, and the government and society -- McRae illustrated our challenge as communicators.

Jeff Thatcher from Arkansas succinctly summarized McRae's message by stating, "Our challenge is to integrate those five forces by riding the wave of demographic change, wisely shepherding our resources, becoming global players, staying abreast of technological trends and learning to live within a government and societal structure that places less reliance on the common good and more emphasis on individuals. Communicators who can stay on top of these seas of change will come out winners."

Ellen Beaumont from Newbury, England, said about McRae's predictions, "It made me realize how communication is becoming more important as we advance as a society, and that people in the communication profession have an increased responsibility to make sure that our companies are really thinking about their audiences and concerned about the messages they are delivering."

If that isn't enough to keep you awake at night, then maybe a dose of Marcia Wieder's energy might help.

Passion and Dreams

Like a shot of espresso directly into your bloodstream, Marcia Wieder bounced onto the stage at Tuesday's Lunch and Learn session, "Igniting Passion in Your Work Life." With great dynamism, she encouraged the audience to dream big and go for it. She said, "You have to be able to identify what you want in order to get it." In other words, figure out how you want your life to be and then pursue it for all you're worth.

Wieder asserts that we are so mired in reality that people don't take time for their dreams, but "without dreams, all you have is reality."

The audience, so used to living in the day-to-day realities of managing work and family life, had mixed feelings about Wieder's remarks. A couple of delegates (who asked to remain nameless for fear of a personal pep talk by Marcia) couldn't relate to the "out there" thinking that she champions.

Then there were others, like Judy Hohmann from Minnesota, who were quite taken with her suggestions. Hohmann says she was initially cynical about "dreaming your passion into reality." "But then," Hohmann adds, "her example of the African man who dreamed about becoming a doctor and is now a medical student thanks to the power of verbalizing his dream to everyone -- including a Medical Post reporter -- got me thinking. Why not me? I left the conference dreaming about my passion to write a series of children's books centering on sea animal characters." Any interested book publishers out there?