Sia’s IABC World Conference 2025 Experience

“What you do makes a difference, and you have to decide what kind of difference you want to make.” – Jane Goodall

That’s the energy I’m taking with me as I leave IABC’s World Conference in Vancouver – grateful, inspired, and more committed than ever to this incredible profession. 🩷

Since becoming a member in 2007, IABC has been my professional home. And this year’s conference reminded me exactly why.

I was honoured to speak on a powerhouse panel at the Heads of Comms SIG alongside two brilliant leaders, Anne-Marie Palmer-Ikuku (SCMP®) and Richard Kies, SCMP, masterfully moderated by Ann-Marie Blake. We unpacked everything from influence and listening, to AI, leadership, and the global evolution of our profession, highlighting powerful insights from across regions, including Africa.

I delivered the GCCC certification masterclass and had dozens of meaningful conversations with professionals who are ready to raise the standard and invest in their growth. Certification matters and helping others navigate that path is something that truly lights me up.

I facilitated a roundtable discussion at the IABC Member Forum on thought leadership and research – two areas I believe are critical for IABC’s future relevance and impact.

I was thrilled (truly, I love that word) to celebrate at the IABC Gold Quill Awards, where Adrian Cropley OAM, FRSA, IABC Fellow, SCMP, GCSCE and I picked up two Awards of Excellence for our training, won Best of the Best for SCM1: Strategic Planning and Outcomes, and were named Boutique Agency of the Year for the seventh time.

I was honoured to join current and past members of the IABC International Executive Board to discuss thought leadership and where we need to go next as a profession.

I also had the pleasure of recording a podcast with the fabulous Dawn De La Torre, where we explored my research into the professional needs of communication professionals around the world.

And one of my absolute highlights? Meeting so many LinkedIn and Zoom connections in real life. The warmth, curiosity and generosity of this community never ceases to amaze me. I was especially encouraged by the number of first-time attendees – proof that our profession continues to attract passionate, future-focused people.

Oh – and I got to meet one of my heroes, Fred Cook. What a moment.

As Anuja Kale-Agarwal steps into the role of IABC Chair, I feel excited about the direction ahead. The vision is bold, the leadership is strong, and the momentum is real.

To our Centre for Strategic Communication Excellence partners, fellows, and dear friends – thank you for the conversations, the support, and the shared purpose. We truly are a global community, and I’m proud to be part of it.

I’m leaving Vancouver recharged, refocused, and ready to keep making a difference. 🤩 🙏