Accreditation - it builds credibility.

The IABC accreditation program is celebrating its 25th year. Is it 25 years young? A Generation Xer? Or is it 25 years old? Mature, wise and worldly? It's the best of both.

The accreditation program grows and learns as the profession grows. The exams are contemporary, unbiased by gender or geographic eccentricities. And, like Generation X, it is on a constant quest for new knowledge.

Balanced with this drive to meet and embrace change is a maturity that assures all who engage in the process of becoming accredited are challenged to meet consistently high standards. As a result, becoming accredited has significant meaning for our colleagues who have earned the designation of "ABC." We've asked a few of our accredited members what accreditation has meant to their careers. Regardless of when they were accredited, they share some common values.

Candace Kessel, ABC, Candace Kessel Communications, Washington, D.C., earned her accreditation in 1978. What motivated her? "I thought it would help get me out of a rut. And it did!" she says. Becoming accredited did more for Kessel than get her out of a rut, it increased her self confidence and gave her a distinguishing mark that set her above other candidates for what she describes as a "super job," which came with a 35 percent increase in salary.

Since moving to that super job, Kessel moved on to form her own business eight years ago. "At a minimum, becoming accredited means you have standards and principles," she says. "And while one more accredited communicator may not change the image of the profession, it sets you apart."

"If everyone in our field, whatever the title, could win accreditation, we wouldn't be plagued by the incompetents, phonies and disreputable operators," said Sandra J. Beattie, ABC, who is semi-retired from a career in post-secondary education.

"I believe that it has influenced my attitude toward the various positions I've held since achieving it," says Beattie. "It has kept me involved in the profession."

Standards, principles, ethics, self confidence, strategic thinking. All the accredited communicators we talked with used these words to describe the values associated with accreditation.

"It has caused me to think more strategically all the time," says Robert Holland, ABC, managing editor at Capitol One, Glen Allen, Va. "I think ahead to the results I want to achieve through any communication activity, and I create a plan that will get me there."

Holland, who became accredited in 1993, says his credibility with his colleagues became easier to establish once he'd earned his accreditation. "It's raised the trust level. I don't have to work as hard to gain their confidence."

Earning a "seal of approval" from the world's leading communication association only can be good for a profession that does not always rank highly on people's "most admired" list, notes Holland. "I believe the emphasis on ethics is especially important if we are to gain the trust and confidence of our various constituents," he adds.

"It turned my job into a career," says David Himmel, ABC, communication manager, Columbia Gas Transmission, Herndon, Va. "Over the past eight years, it has guided me from worker bee to supervisor to manager. Accreditation has helped me prove to myself the value of my contributions and accomplishments." Himmel became accredited in 1988.

Clearly, setting standards was the most important asset of accreditation to this group. Bob Berzok, ABC, recently retired director of corporate communication at Union Carbide, Danbury, Conn., describes it well. "Accreditation sets a standard of excellence. Accreditation demonstrates that the profession is serious about itself. While some outsiders believe that the profession goes no further than spin, fluff, and smoke and mirrors, accreditation shows that a standard of excellence exists," comments Berzok.

Accreditation brings a responsibility to stay out in front of developments in the profession, he adds. "Preparation for accreditation, as well as the breadth of the examination, showed me that one cannot afford to stay at that place in time. Accreditation helped me understand the importance of continuing professional development," adds Berzok, who earned his accreditation in 1978.

"Accreditation challenged me to advance my knowledge," he says. "It set me on the track of balancing managerial and technical skills in a business environment." One notes that he has had the equivalent of 50 years of crisis, change and challenges in just the past two decades.

What advice do these communicators have for their colleagues who have yet to step up to the accreditation challenge?

"Don't expect that accreditation by itself will bring promotion. Accreditation is one of many elements necessary to advance personally and professionally. I'm proud to be accredited. I don't take accreditation casually. To me, it's every bit as important as having earned my master's in public administration." - Bob Berzok, ABC

"Accreditation is not a measure of your tactical knowledge. It is a measure of your strategic communication planning abilities, and your ethics, creativity and professionalism. It's tougher than you think, but easier than it looks - if you know what you are doing." - David Himmel, ABC

"When you get your ABC, you feel extremely satisfied that you put a lot of effort into it, and that your skills and judgment were put to the test, and you passed. I highly recommend that people go through the process in small teams. Not only is it more fun that way, but the power of a support group is amazing. Most of all, look upon the accreditation process as a great learning experience." - Robert Holland, ABC

"Very simply, do it. And even if you fail, try, try again. It's worth it." - Sandra Beattie, ABC

"Instead of thinking of accreditation as something you'll do someday when your schedule isn't so jammed, try this approach. Pretend your boss gave you a new project - get accredited before your next performance evaluation. Just do it." - Candace Kessel, ABC

There are close to 700 accredited members in IABC and the number could be much higher - given the talent and professionalism that exists among our membership. Take the advice of those who have accepted the challenge and found it a valuable asset to their careers. As Kessel says - Just do it!

Wilma K. Mathews, ABC, is director of public relations, Arizona State University, Tempe.