CPD is practised by many professional businesses such as law, architecture, engineering and accountancy. It has, at its heart, the concept that we never stop learning throughout our careers. It puts structure around the many activities agency staff undertake on a daily basis to improve their skills and knowledge.
The Communications Council has taken what it believes are the best elements of CPD from these industries, together with learning from the Institute of Practitioners in Advertising’s accreditation scheme in the UK and applied them to the Australian industry.
The Communications Council program is designed to be simple to implement whilst still providing tangible results. It is hoped that the program will foster greater motivation and a more informed understanding of an agency’s objectives amongst staff, broaden staff knowledge as well as demonstrating that the Australian advertising industry has taken a lead in ensuring an efficient, well-trained and professional workforce.
Examples of CPD activities under the Accreditation program:
- AdSchool courses - both attending and lecturing
- Technical Training Courses: Web, software, production systems
- Training by other industry bodies, ADMA, AMI or other commercial education providers
- The Communications Council Graduate Trainee Program
- Internal Training Programs
- Agency away days
- Tertiary Business Courses: degree, certificates, diplomas, masters
- Industry Seminars and Senior Management Forums
- Industry Conferences
- Creative and Creative Services Courses: AWARD, visual awareness courses, AFTRS
- Self Development study and research
- Structured Reading
- Negotiation skills, mentoring or coaching programs.
- Communications Skills Training
- Industry Representation: Committees, Boards, etc
- Judging relevant industry awards
- Developing Staff: Coaching, mentoring or induction programs
Defining structured CPD
For an activity to count toward the Accreditation of an agency under the CPD Program it must be structured and relevant. This means it must have a clear set of objectives and a logical framework.
The best way to assess this is to consider whether the objectives set out are designed to increase knowledge or improve skills.
Reading that counts
Relevant personal reading to help members maintain their knowledge and understanding of business and communications is acceptable as long as the reading is logged with the CPD system and structured with a clear set of objectives.
Ensuring a broad range of CPD
Agencies should ensure that staff enrolled in CPD have access to a broad range of activities and do not concentrate all of their activities in one area, for example reading. The Communications Council is able to help structure a CPD program for the agency if needed.