Accreditation vs Certification for Communications Pros

Doug Downs (00:07):

Once upon a time, becoming a physician was a loosely regulated process. In the 18th and 19th centuries, anyone could call themselves a doctor. Barber surgeons, apothecaries and self-taught healers, all practiced medicine. Many used unproven or dangerous treatments like bloodletting or toxic substances leading to inconsistent and often harmful patient outcomes. As scientific achievements in the 19th century, reshaped medicine, the public and medical community recognized the need for change. Formal education in universities highlighted the importance of standards in healthcare. By the late 18 hundreds, medical associations pushed for certification and licensing to ensure only qualified individuals could practice. By the early 20th century, certification had become the norm, improving the quality of care and restoring public trust. Does any of this sound applicable to our industry in public relations? It should. Maybe more PR pros should be thinking about certification today on stories and strategies, examining the idea is certification the right medicine for the PR industry. My name is Doug dos. My guest this week is Sia Papageorgiou, joining today from Melbourne. Hi Sia.

Sia Papageorgiou (01:40):

Hi Doug. How are you?

Doug Downs (01:42):

Good. So spring, spring is in the air in Melbourne, right? Things are warming up and all that stuff.

Sia Papageorgiou (01:46):

Well, you would think, but Melbourne is renowned for having four seasons in one day, so it's been quite wet and windy and cold. So we're still waiting for the lovely weather to hit us.

Doug Downs (01:56):

See, I thought Canadians were the only ones to suffer this way. Canadians may be Russians. Well see. You're the managing partner of the Center for Strategic Communication Excellence, deeply involved with the Global Communication Certification Council or GCCC as

Sia Papageorgiou (02:13):

We call it A GCC. Yes.

Doug Downs (02:14):

GCC. Okay. I've only seen it written as well as IABC Victoria and a certified SCMP or Strategic Communications Management Professional. So let's start right at the top. There are all kinds of accreditations in our professions. The A PR bursts to mind been around for years and years and years and years. You take a tough, really tough series of tests and interviews and you get your A PR and that's fantastic, but you believe certification is the stronger way to go. Why?

Sia Papageorgiou (02:43):

That's a really great question, Doug. And to be honest, I've never quite understood why the A PR isn't accreditation because you accredit bodies like universities or professional programs, not individuals. You certify individuals. So to me, the A PR is more like a certification because it evaluates an individual's knowledge and experience in public relations. But getting back to your question, there are really three reasons why I believe GCC certification stands out as the preeminent program worldwide. The first is because it meets rigorous standards set by the International Organization for Standardization. So ISO in how it tests against the global standard of the communication profession and the global standard is the body of knowledge that was developed by the International Association of Business Communicators. And at the end of the day, a standard means absolutely nothing if you don't measure against it. Now, both the CMP and the SCMP certifications are accredited by the American National Standards Institute or ansi, which is internationally recognized. And at the end of the day, no other communication organization can make that claim about their certification program. The second reason

Doug Downs (04:02):

We should back up theresia. The CMP is level one certified management, professional SCMP, strategic communications management professional level.

Sia Papageorgiou (04:11):

That's correct. So there are two levels right now that are available through the GCC. The second reason I believe it's the best in the world is because it's association agnostic. So you don't need to be a member of any professional association to be able to participate. And what this does is it's opens doors for a broader range of communication professionals regardless of their affiliations, because it's ultimately about ensuring accessibility and inclusivity for all of those people who want to demonstrate their expertise and commitment to our profession. And thirdly, unlike other designations, which test against specific communication disciplines like public relations or internal communication, GC certification tests you against the very core of what drives value for all communication professionals and disciplines. And that is strategic communication. So whether you work in pr, internal comms, digital, or any other communication discipline, the CMP and SCMP certifications validate your ability to think strategically solve complex problems and influence organizational outcomes. So while other designations have their merits, I think G two C certification with its international Benchmarks Association agnostic approach and focus on strategic communication offers more value for professionals looking to demonstrate their capabilities on a global scale.

Doug Downs (05:36):

Well, I think you have to prove it every year too, right? In October, I get the notifications. What books have you read? What certifications have you pursued? How have you advanced the profession of public relations? All that stuff. In today's world, not keeping up to date within three or four years, you're almost lost. Other than ethics, which remain the same. So I think that's another important part of the certification here.

Sia Papageorgiou (06:02):

Absolutely, it is. Ongoing education is a key part of the certification program and it helps us to stay up to date with industry trends. But what I like about certification is that it adds another layer of accountability and rigor. These days. Communication professionals need a range of skills. We need to have strategic thinking and strategic planning skills, which in my opinion is lacking in our profession. Digital fluency, data literacy, leadership, and emotional intelligence to name just a few. And at the end of the day, our landscape in communication is constantly evolving with new technologies, audience behaviors, and organizational challenges, which are ongoing. But an annual certification process is not just a tick the box exercise. It's all about ensuring that professionals are not only learning, but also applying those skills in their work. Because as you know, the GCCS renewal activities, for instance, emphasize leadership in the profession.

(07:06):

So whether that's things like mentoring, other professionals, participating in industry events or entering awards to showcase your work. So these activities are not just about gaining more knowledge. Of course, there are many activities that you count towards your renewal, and a lot of them are about gaining knowledge, but they're more about actively contributing to our profession and putting your expertise to the test. So while ongoing education gives you the tools, certification renewal ensures you are applying those tools to drive real world results, and it validates that you're consistently using your skills to lead, innovate, and stay relevant in our profession.

Doug Downs (07:46):

One of the toughest parts is getting those who hire us to recognize the value of certification. What good are the letters that I have after my name if no one knows what they mean?

Sia Papageorgiou (07:59):

Look, I couldn't agree more, Doug, and that's the issue here. But let me tell you a story. My late friend Deb Ton, who sadly passed away a few years ago, got SCMP certified in her early sixties when she was already the CEO of her organization. I remember saying to her one day, Deb, why did you get certified? It's not like you need to prove anything to anyone. You're already the CEO of your organization. And her response to me was, and I'll never forget it, Doug, she said, see ya. If we don't respect our profession, why should anyone else? And that's it right there. It's about respect. If we as communication professionals don't take the steps to elevate and validate our expertise, why should those who hire us? And if you don't believe me, look at what the research says. G CCC certificates are more likely to experience higher or equal levels respect when compared to credentialed professionals in other professions.

(09:00):

But I totally get it. The letters after your name are only as valuable as the narrative you build around them. So it really is up to us to articulate that those certifications mean something, not just in terms of the credential itself, but in how it translates to real measurable business impact. So certifications like the CMP, like the SCMP show that you meet a global standard of strategic communication excellence, but that value has to be communicated. Now, employers may not know what the letters mean right away, but when you tie your certification to outcomes like better strategic counsel, stronger leadership, or improve results in your communication efforts, it becomes clear that those letters signify more than just a designation. They reflect your commitment to being a leader in the profession.

Doug Downs (09:53):

So now you've recently partnered with the G triple C to provide comprehensive training for the global communication certification council's Certification programs.

Sia Papageorgiou (10:03):

Yes.

Doug Downs (10:04):

Through your center. Tell me about that.

Sia Papageorgiou (10:07):

Yes, so I'm so excited about this partnership. It's been a long time coming. I've recently signed an agreement for the Center for Strategic Communication Excellence to be the exclusive provider of G CCC certification, exam prep and intensive learning path courses to be able to prepare candidates for the CMP and SCMP certification exams. Now, having said that, Doug, the idea behind this training is to help communication professionals not only prepare for the certification exams, but also build the confidence to apply the competencies that Duke will seize known for. So there are a range of options available to communication professionals globally. The first is a certification masterclass, which is a half day intensive course preparing candidates for both the CMP and SCMP exams. The second option is a range of intensive learning path courses. So we have three plan, advise, and lead, and they each focus on a different area.

(11:10):

We also have offering a concierge program, and that program is available to, in-house corporate communication teams who are looking to get certified and to also benchmark where their teams are at with regards to skills and competencies. And we have a study group cohort option. And so the concierge program is really designed to identify skill gaps, to provide targeted training to teams of communication professionals and to guide candidates through the certification process so you don't have to be ready to take the certification exam. This is all about helping giving people a pathway to certification. I've also developed the official study guide, which is also now available for purchase. And so the training covers things like strategic communication, planning, leadership and business acumen. And what makes this training so valuable is that it's directly aligned to the GCC certification framework, which is ISO compliant, as I mentioned earlier, and based on the global standard of the communication profession, which as I mentioned earlier, is the global body of knowledge. So when people participate in our training programs, they're not just getting ready to take an exam, they're elevating their practice and positioning themselves as leaders in the profession. So we're all about making sure that people not only have the tools to pass the exams, but thrive in their careers and make a measurable impact.

Doug Downs (12:35):

As you know, there are two countries in Africa that have proposed laws in place. They're not laws yet. They're bills before their governments where would be mandatory to have certification, Kenya and Zambia. That's taking it a step further. Mandatory certification. What do you think of that?

Sia Papageorgiou (12:55):

I think that's absolutely brilliant, and I'm surprised that the rest of the world hasn't followed suit. So Kenya and Zambia are really setting the stage when it comes to regulating communication as a profession. So as you mentioned in Kenya, they passed the Institute of Public Relations and Communication Management bill in 2023. And this bill is really a game changer because it's formalizing the public relations and communication industry in Kenya. It's setting standards and ensuring professionals are held to ethical guidelines, which is the backbone of everything we do for our organizations and our clients. It's also about positioning communication professionals as trusted advisors and strategic partners in driving organizational success. So we're coming from a really great starting point. People are not just thrown into communication roles. We're getting serious and professionalizing the profession in those countries. In Zambia, they did something similar. They passed the Zambia Institute of Public Relations and Communication Bill in 2022, which similarly regulates the practice and PR and communication professionals in Zambia now have to be registered and their conduct is monitored through a professional body.

(14:05):

This step in Zambia has been a long time coming because before 2005, it was unattractive to pursue PR and communication studies in Zambia. There was no standalone PR training in Zambia at degree level and the absence of a professional body to regulate the profession, the professional conduct of communication professionals made the situation worse. So really, these kinds of legislative moves show that communication is being recognized as a critical profession, and it's something I strongly believe should be happening globally. It's not just about having skills, it's about maintaining the standards that reflect the importance of what we do.

Doug Downs (14:43):

How do you think our industry changes if certification is at least more prevalent? I won't go to the step of saying mandatory, but it's more prevalent that if more of us are certified and through a recognized certification like the ISO through the GCCC, how does it change? And I'll give you what I'm thinking in my mind, gave a talk a couple of weeks ago and talked about ai, talked about disinformation, talked about adopting more behavioral science practices, all good stuff. And in speaking to people later in the audience, really what I got was, well, no, we just issue press releases and hold press conferences. That's pretty much what our leaders want us to do. And I felt really let down by that. I checked to make sure I wasn't wearing bell bottoms and this wasn't the seventies.

Sia Papageorgiou (15:32):

Look, I feel let down when I hear things like that too because, and this is something I feel really strongly about, Doug. In my perfect world, in my utopia, every communication professional would be certified to practice because if more communication professionals were certified, I believe our entire profession would elevate. Certification shows you are committed to high standards, you stay current with industry trends, and you are able to apply those skills in real world situations. So imagine if every communication professional had a certification backing their expertise, it would transform how we're perceived, not just as communication professionals, but as strategic advisors and leaders. Our clients, our employers would immediately understand the value that we bring to the table. They'd know that we'd been vetted through a global standard. And I truly believe that this shift would lead to more communication professionals holding leadership positions and having a stronger voice in the decision-making process. We've been battling legitimacy issues for decades. There are people all around the world who don't value what we do, and that's maybe a conversation for another day. But certification helps us prove that we are indispensable, and I think that's really where the future of our profession should head

Doug Downs (17:00):

See it. In our previous episode, our guest, Vince Niro of BuzzStream left a question for you.

Vince Nero (17:07):

All right. What's the one thing you don't like about your work life balance and what can you do to change it? Your

Sia Papageorgiou (17:17):

Thoughts? The work, work-life balance question. I'm not very good at that, I must admit. So for me, the one thing I struggle with is completely switching off. That's been a real struggle for me, particularly as a consultant.

(17:33):

I'm very passionate about what I do as you know, whether that's working with my clients or delivering training. So sometimes it's hard for me to disconnect and take a proper break. And even when I'm not working, I'm often thinking about what's next or that next idea in terms of what I can do to change it. I have been working on setting clearer boundaries for myself. I've learned that being disciplined and deliberate about scheduling time for non-work activities like that could be going for a walk or reading a book or catching up with a friend is absolute key. And I'm always trying to be mindful about not checking emails outside of work hours and being intentional about unplugging, which again, it's very difficult for me, but all I can say is it's a work in progress. But I know that when creating those boundaries, it helps me feel more balanced and refreshed in the long run.

Doug Downs (18:26):

That's interesting when you mention emails, I don't, and I can't take a break from emails. I've got clients in Australia, I've got clients in New York, I've got clients in the uk. They'll email me whenever they want to email me, and somebody's always working a

Sia Papageorgiou (18:43):

Hundred percent. I'm exactly the same.

Doug Downs (18:45):

They know when I sleep. They know when I sleep. That's the caveat.

Sia Papageorgiou (18:48):

Yeah, look, it is a struggle and you've got to be, again, disciplined. Same. I work from morning till the afternoon in Australia, and then when I think I'm about to switch off, Europe comes on board, and then later that evening when I want to go to bed, the US and Canada come on board us. But you can't be everything to everybody. And I think setting expectations with people and telling them your usual working hours is a good idea. But you know what? It's a choice, Doug. It's a choice.

Doug Downs (19:18):

It is. When you go on vacation, can you take two weeks vacation and not think about work or not do something that's work related? The best I've ever done is one week that's even when I was a journalist and I had nothing to do in that second week, but it was driving me nuts that I wasn't in the newsroom.

Sia Papageorgiou (19:36):

Look, I get it. And not really, but again, you have to be disciplined and deliberate. Think people throw around the word workaholic when they describe me. But here's the thing. I may work hard, but I also play hard.

Doug Downs (19:52):

So

Sia Papageorgiou (19:52):

While normal people in inverted commas take two weeks holiday or vacation, I'll take three months. Okay? So I'll go hard and then I'll play hard as well, but I can't switch off for three months. It's impossible. I'm a consultant. If I was working in house and I was taking leave and somebody was backfilling my role, maybe I could do it, but not as a consultant, as a business owner. But I will do less in that time. I will make sure I have my vacation, take some downtime and check the odd email. But I find the game changer for me, and I don't do this often enough, is putting an out of office on, it's almost like giving yourself your subconscious permission. Feel guilty to say yes. I'm not going to check the person who just emailed me knows I'm not online. And so they'll be okay with that. Whereas if I don't, I feel like, oh, I better get back to that person. I'll think I'm ghosting them or I'm not working, or whatever. That for me is the difference.

Doug Downs (20:53):

Okay, your turn. Now, what question would you like to leave behind for our next guest?

Sia Papageorgiou (20:57):

Oh, I love how you do this. So my question to your next guest is, if you had an entire day to yourself with no obligations, how

Doug Downs (21:06):

Would you spend? Would? Is Ferris Bueller's day off kind of deal?

Sia Papageorgiou (21:08):

Yes. Yes. Anything you want? No obligations. How would you spend your day?

Doug Downs (21:12):

Would I have to live with my current budget? Would I have my current wallet? Or is money? No. Object.

Sia Papageorgiou (21:18):

Look, it's your dream. You can do whatever you like.

Doug Downs (21:21):

Fair enough. I like that. See, it is great for you and I to get together. You and I have traded emails, I think traded LinkedIn messages for several years.

Sia Papageorgiou (21:30):

Yes.

Doug Downs (21:31):

I love it. And it's just great to connect finally.

Sia Papageorgiou (21:32):

Oh, absolutely, Doug, we should have done this ages ago, but I love your work and I love our conversation, so let's hope we can do this again.

Doug Downs (21:40):

We're planning another episode together so we'll. Wonderful. If you'd like to send a message to my guest, Sia Papageorgiou, we've got her contact information in the show notes. Stories and Strategies is a co-production of JGR Communications and Stories and strategies podcasts. But the number one thing you can do to help this podcast is when you look at those trust barometers, the person most trusted in this world is someone just like me, or someone just like you. If you recommend this podcast to somebody that's extremely powerful. And that's my ask. If you enjoyed this episode, share it with one friend. Thanks for listening.