Transcript PowerPoint Template - The Stockholm Accords

MANAGING PUBLIC EXPECTATIONS
TOWARDS BUSINESS:
how not to loose reputation in conditions of
lost credibility
Toni Muzi Falconi
on behalf of the
Global Alliance for Public Relations and Communication Management
Kiev October 7 2010
WHAT WE ARE TALKING ABOUT?
Page  2
SINCE THE BEGINNING …
In the late 19th …
BIG BUSINESS AND “ROBBER BARONS”
VS
MUCKRAKERS
by hiring ex-journalists and
lawyers to reduce the impact of
bad reputation
(stimulated by negative articles)
Page  3
LOOKING IN THE MIRROR
WE SUPPORT
ORGANIZATIONS (PRIVATE,
PUBLIC AND SOCIAL) TO
AVOID THE CONTINUED
CRUMBLING
OF THEIR CREDIBILITY
AND REPUTATION …
PUBLIC
RELATIONS
… BY GATHERING,
UNDERSTANDING AND
DEALING WITH THE
EXPECTATIONS OF THEIR
STAKEHOLDER PUBLICS
Page  4
WE, PROFESSIONALS!
•
•
from 2,4 to 4 million public relators practitioners
10% belong to professional associations (at global,
international and national level)
•
… with a growing global body of knowledge
•
… in an accelerating institutionalization &
professionalization of the function
•
with a Global Alliance for Public Relations and
Communication Management
(2000: 16 associations 2010: 67 associations)
Page  5
PR FOR PUBLIC RELATIONS
STOCKHOLM ACCORDS:
a global 2-year brief to the PR community
to advocate the areas of major
value that public relations brings
to organizations and society
Page  6
THE (6) VALUE AREAS OF PR
societal &
organizational
value areas
 Sustainability
 Governance
 Management
 External Communication
operational
value areas
 Internal Communication
 Alignment External/Internal
Communication
Page  7
MONITORING, LEARNING AND
SHARING EXPERIENCES
http://www.stockholmaccords.org/
Page  8
NOW IT IS YOUR TURN
How may you and your association (if you
are a member) decide to adopt and adapt
the brief to help shape the future of PR ?
• by accelerating the associative
sharing process of the Accords
• by creating a working group as
sofar 10 other associations have
done (Iabc, Prinz, Prisa, Pria, Cipr,
Ferpi, Prsa, Cprs … as far as we know
today October 7)
• …
Page  9
A POSSIBLE CONCEPTUAL
FRAMEWORK
What your Association might now
wish to address ?
• recognize that PR thrives on
the competition of ideas
• help create the conditions of a
healthy and sustainable growth
of the profession
• operate to ensure a
competitive, accessible and
sustainable market
Page  10
Improve our professional reputation by
developing a self-critical mindset and
carefully thinking about the consequences of
our actions on others, before acting
REPUTATION IS
OUR RESPONSIBILITY
Page  11
FINALLY …
NOTHING WILL BE …
… AS IT USED TO BE !
Page  12