CW exclusive: an interview with IABC's new Europe and Middle East regional chair: growing ties with Middle Eastern communicators among Cambie's goals.

uncommonly stimulating

Communication Commons, IABC's online knowledge community, lets communicators discuss emerging trends and issues, and share best practices in employee communication, marketing/branding, measurement and media relations on a series of blogs hosted by recognized communication experts bike Silvia Cambie. Join the discussion at commons.iabc.com.

Longtime member Silvia Cambie was recently named the 2006-2007 chair of IABC's Europe and Middle East Region, following a yearlong stint on IABC's European board and four years on the board of IABC/Belgium; her term begins in July. Currently based in London, Cambie works as a communication consultant and a coach. In the 1990s, she reported from Eastern Europe and the former Soviet Union for a number of British and German business publications. She then moved to Brussels, Belgium, where she worked for nine years in external communication and public affairs. Cambie is Italian and has lived in Austria, Germany, the Czech Republic, Belgium and the U.K. She holds a degree in business administration and social sciences and speaks five languages.

CW Executive Editor Natasha Spring had a chance to speak with Cambie about her plans for the Europe and Middle East Region, her thoughts on leadership and what challenges she'll face.

Natasha Spring: Where do you see the region going in the coming year?

Silvia Cambie: These are interesting times for Europe. Enlargement of the European Union began two years ago, and two more countries [Bulgaria and Romania] will join in early 2007. These developments, together with the rise of China and India, mean that Europe has to open up and improve its ability to understand other parts of the world and their cultures. Communicators play a crucial role in promoting dialogue in multicultural corporations and organizations, and IABC, with its worldwide network of senior practitioners, can offer them great resources to help them carry out this complicated task. IABC stands a good chance of becoming more visible and growing in the region.

I would also like to establish closer ties with members in the Middle East. For example, we have been having discussions with members in the United Arab Emirates about a possible chapter there. This is a vibrant part of the world, home to a number of communication organizations, and with great growth potential for IABC.

NS: What do you see as your biggest challenges?

SC: We have to overcome the perception that IABC is too [oriented toward] North America and not sufficiently in tune with Europe's different cultures. We are also experiencing a disconnect between the region and the chapters. National chapters do not always understand why we have a regional board and what it can do for them. The European region has to become better at proving its value to the chapters.

NS: What are your chief aspirations for the year?

SC: My main aspiration is to strengthen the European dimension of IABC by moving away from the current perception that the organization is too Anglo-Saxon. We have to pay more attention to local requirements and cultural differences. One way to achieve this is by building alliances with national associations. Our annual conference, EuroComm, will also help us to reach out to potential members in parts of Europe where IABC is not well known to communicators. I would like EuroComm to reflect the diversity of communication culture in Europe. This event is the best means we have for strengthening IABC's European profile. [Note: For more on EuroComm 2006, see the article at right.]

Membership in our region has been growing by 20 percent annually. I would like to see this trend continue. We also have to build stronger connections with members-at-large and create more opportunities for them to get involved in the region's activities.

Another aspiration is to make the regional board more visible at the chapter level. We have to do a better job of connecting with the single chapters. This will help members understand that they are not only part of a local chapter but of an organization with a European dimension that offers them a lot of benefits and opportunities, particularly if they are trying to build an international career.

NS: Last year you worked with the CW team in producing CW's first European supplement. What do you think was achieved with the development and distribution of that piece?

SC: The supplement was a great way of involving members-at-large and reaching out to potential members. In 2005, we had both members and non-members writing for us and giving us ideas. One of the members-at-large has now expressed interest in serving on the regional board. We had a non-member from Bulgaria who wrote an interesting article about communication practices in her country; she has now become part of the editorial board for a 2006 European supplement. The supplement has also helped us to make the region better known to IABC members in other parts of the world.

NS: What is the greatest satisfaction that you derive as a leader in IABC?

SC: I love IABC's sense of community. I've made lots of professional contacts and friends through IABC. I am sure I will derive great satisfaction from being able to use my multicultural experience as chair of the Europe and Middle East Region. I am a strong believer in the importance of building bridges between cultures.