STC Moving in the Right Direction with Certification, Marketing, and More

By Ben Minson on Tuesday, May 4, 2010

I came away from Leadership Day of STC’s Technical Communication Summit with a much different mood than a year ago.

Last year, I was the incoming Intermountain Chapter president. I missed the beginning of Leadership Day where then-president Mark Clifford took the chapter presidents and SIG managers aside and dropped the bomb labeled “$1.2 million shortfall.” The rest of Leadership Day, most of which I attended, held a tense atmostphere. People were upset and probably panicking to some degree. I felt somewhat overwhelmed as a new chapter president stepping into office and being handed these problems.

I wouldn’t say that I doubted the Society board over the following twelve months, but I tried to voice my concerns where members of the board would hear them. I admit that my dissatisfaction with the board stemmed from a perception that they weren’t open and transparent enough. They solicited ideas from all members, but I didn’t see much communication back that described which ideas the board was discussing. I wasn’t alone on this.

This year, the proceedings of Leadership Day left me with a feeling of greater confidence in STC and its board. I believe that STC is moving forward with more strength and a clearer vision. We still have problems to solve and obstacles to remove, but I believe the board has made huge strides. I’ll tell you about four things that are reassuring for me.

Recommendations from the Community Support and Funding Task Force

Hillary Hart, now vice president of STC, assembled a task force with leaders of communities from all size categories. I had the opportunity to join but didn’t think I could give it the time it would deserve. But the task force surveyed members and made recommendations for board consideration that would boost the support that chapters receive and improve members’ perceptions of the organization and board.

The main recommendations that I support are:

• STC should position itself as the place to go for employers to find technical communicators.
• STC should position itself as the place to go for training on how to write technical papers and how to write technical presentations.
• STC should create a marketing committee to promote STC.

Having been told by chapter members who declined to renew membership this year that STC’s value level didn’t justify the cost, I felt strongly enough about these items that I stood up at an audience microphone and thanked the task force for their work and their recommendations. I think if acted on, these recommendations will significantly increase STC’s importance.

Certification

Cindy Currie announced that the board approved a plan for a work-based certification program with a revised plan due in June. Instead of having to pass an exam, practitioners in the field of tech comm can submit work to be critiqued in six areas. I wonder what this means for communicators who deliver proprietary, private, or sensitive information and will be finding out before the conference is over.

Still, this provides technical communicators with the opportunity to obtain credentials in the profession. As a result, employers will have this specific standard against which to judge candidates and know that someone who has been certified by STC has certain skills.

Marketing Committee

Of course, if employers continue to lack understanding of technical communicators, our skill sets, and why we’re important, they won’t care about our credentials. The task force recommended a marketing committee be formed, and this made perfect sense to me. Chapters have a PR manager position, so why isn’t there such a thing at the Society level?

Mike Hughes wrapped up Leadership Day with a preview of his speech for the annual business meeting the next evening, and he told us that he had already begun forming a marketing committee. This group will focus on making sure employers know who STC is and who technical communicators are.

Transparency and Building Trust

In his closing comments, Mike also told us that one of his emphases as president of the Society will be for the board to open up to the members a lot more. Mike wrote on his personal blog about struggles the board faced, and I think doing so increased his credibility because people could see that the board is composed of real people who wrestle with real problems, and it wasn’t their intent to force a policy or procedure on people. Mike’s posting about it didn’t hurt the board’s image in my mind.

Mike wants members of the board to speak more openly about their deliberations so that members of the Society can become engaged and offer input early—of course with the caveat that we will be listened to, but our ideas may not be acted on. But that openness and encouragement of conversation will help to build the trust that many members lost over the last year.

Wrap-Up

I believe that having made it through the financial crisis, STC can make big strides toward being what it should and being the gathering place for technical communicators of all varieties. It’s encouraging to have received confirmation that Mike and the rest of the board see our problems and want to engage in more open communication with the rest of the members.

When I renewed at the beginning of the year, I was giving the board a year to show me what they would do. After what happened on Leadership Day, I expect I’ll be renewing my membership again in 2011.

Cross-posted at http://gryphonmountain.net.