Credentials that Count: The Case for Certifying Communication Professionals

During a decade in the communications field, I’ve had the opportunity to work with department heads holding degrees in journalism, marketing, dance, history, religious studies, and English. It’s quite a diverse mix, isn’t it? Some of these educational backgrounds seem like a natural fit for communication professionals, while others may raise eyebrows. Yet, all these individuals became communication practitioners.

With such a wide range of backgrounds, it's no wonder there's confusion surrounding the credibility of the communication field as a profession. I mean, how can we establish ourselves as trusted experts when the path to get here seems so scattered?

In a previous blog post, we discussed the steps required to make the transition from a communication practitioner to a true professional. And today, I want to emphasize one particular step that can make a world of difference: professional certification. Personally, I hold a bachelor’s degree in journalism, a master’s degree in strategic communication, and a Communication Management Professional (CMP®) certification from the Global Communication Certification Council (GCCC). Certification like this benefits our entire field and brings incredible advantages to us as individual communication professionals. Here are a few key benefits:

•  Enhancing Credibility
  Certification provides a formal recognition of an individual’s expertise, validating their skills and knowledge. According to a recent survey conducted by the GCCC, an impressive 68% of respondents believe it's important for communication professionals to be credentialed. This means that certified professionals can showcase their proficiency, and employers and clients can place their trust in their abilities. The survey also revealed that 69% of respondents believe that GCCC certification gives them more credibility in their current work, a figure which has more than doubled since the 2020 survey.

• Ensuring Ethical Practices
  Certification programs often emphasize ethical guidelines, ensuring professionals operate with integrity and uphold industry standards. By requiring communication professionals to undergo certification, the industry can promote ethical conduct, protect against misinformation, and enhance transparency. Certified practitioners are equipped with the knowledge to navigate complex ethical dilemmas and make informed decisions, safeguarding the interests of both clients and the public.

• Demonstrating Continued Professional Development
  Certification typically involves ongoing professional development requirements, encouraging practitioners to stay on top of emerging trends, technologies, and best practices. According to the GCCC survey, 65% of respondents saw improved personal branding after obtaining GCCC certification. This commitment to continuous learning enables professionals to offer the most effective strategies and tactics to their clients and organizations.

• Elevating Industry Standards
  Certification programs establish a benchmark for excellence, raising the overall quality of the communication profession. By setting rigorous standards for competency and knowledge, certification fosters professionalism and drives the industry towards higher standards. The GCCC survey also revealed that 57% of respondents had increased respect and recognition from peers following GCCC certification, indicating the positive impact of elevating industry standards.

To ensure that qualified candidates lead their communication teams, hiring managers should prioritize seeking degrees and professional certifications that are relevant to the field.