Show Off Your Skills

How can you prove that you're an expert at your job? Consider getting CGCM certified.

It's an indisputable fact: If you want to prove your shop's value you have to offer invaluable service. But what can you do to prove your own value to management?

Obtaining management certification is a viable first step. One such certification is offered by the International Publishing Management Association. Passing its Certified Graphics Communications Manager (CGCM) test, will not only show others that you're an expert, but it will help you brush up on your weaker areas.

"How we set ourselves apart from our peers; I think that's the key to success in the industry," asserts John Williams of Indiana University Purdue University of Indiana, chairman of the program.

Obtaining certification enhances your credibility as an effective manager. That's one of the reasons James Dalton—CGCM-certified since 1991—decided to take the examination.

"I truly believe that because I took the test I was appraised more favorably" by upper management, says Dalton, manager of Document Services at American United Life Insurance in Indianapolis. Dalton is also a Certified Mail Manager (CMM), another certification given by the IPMA.

Niki Steenhoek, communication resources manager at Pioneer Hi-Bred International, a Johnston, IA-based insurance company, also has both her CGCM and CMM. She says she was promoted since taking her test in 1996. In addition to overseeing printing, she now supervises a creative team and the photo laboratory. Obtaining her CGCM and CMM gave Steenhoek the "overall knowledge I needed to run my shop efficiently," she confides.

But passing the test isn't as easy as bringing in an apple for the teacher. Most managers study long and hard, hoping they'll pass it the first time.

Not to worry, though. If you fail a section (or the entire test) you can try, try again. You must pass with at least 75 percent, and you can take the failed section(s) over as many times as needed at no additional cost—except perhaps to your ego.

Counteracting Defeat

"A person who has taken a particular section five times and still doesn't pass gets discouraged," Williams notes. To counteract that defeated attitude, a trend analysis of the previous exams taken is done, and a study package is designed to specifically pinpoint the applicant's problems and weak areas.

Both Dalton and Steenhoek failed a section or two on either the CGCM or the CMM tests, and they each studied more than adequately.

"Sometimes I think I overstudied," admits Steenhoek, who started preparing for it six months in advance, and studied for 10 to 20 hours a week two months before the test.

Some managers who apply for the certification haven't taken a test in years. Williams recommends forming study groups with others.

Dalton adds that having a degree in printing management was an advantage. He was used to taking exams concerning those areas.

Normally, tests are given at IPMA national and regional conferences. But if there's enough people, Williams says, the IPMA will make arrangements to give the test at specific locations. Tests were recently given in Chicago to IPMA chapter members there.

There are seven basic parts of the exam and each takes about 45 minutes. Six parts contain 360 multiple-choice questions, one is an essay.

• Essay—Demonstrates writing, grammar and application skills.

• Computer skills—Questions computer and software knowledge.

• Technical skills—Tests your know-how of operating offset presses, digital copiers and other equipment.

• Personnel skills—Examines your employee relations methods.

• General management—Broader questions on the principles of organization, coordination and control.

• Production management—Tests how you put together the elements for a smooth workflow.

• Financial management—Examines basic and general accounting skills.

"Some people may say, 'Why do I have to know this? I'm not going to use it.' Well, there's a chance you will," insists Williams. "In this business you can change jobs two or three times, and you'll probably be in a setting where you're going to evaluate your shop using what was on the test."

He says that the IPMA's primary goal is to help people become certified. "There are no trick questions here," he promises.

CGCM Certification:

• Qualifications: Five years of managerial publishing experience, including one year of corporate publishing.

• Cost: Members: $225; Non-members: $450.

• Contact: IPMA. (816) 781-1111. E-mail: ipmainfo@ipma.org.