Transcript Document
THE STOCKHOLM ACCORDS Engaging the Global Professional Community in shaping the Future of Public Relations Toni Muzi Falconi on behalf of the Global Alliance for Public Relations and Communication Management October 21. 2010 THE STARTING POINT … WE, PROFESSIONALS! • from 2,4 to 4 million public relations practitioners today • 10% belong to professional associations (at global, international, national • and sectorial level) … with a growing and progressively interdisciplinary 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) 2 … AND THE CONCEPTUAL FRAMEWORK • • • • • • The Stakeholder Governance Model The Network Society From Value Chain to Value Network The Communicative Organization Sustainability as transformative opportunity … Integrated reporting… Monetary Value of a Brand… Communicative Equation….. 3 WHAT WE ARE TALKING ABOUT 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 AWARENESS & REPUTATION of our profession 4 A GLOBAL & PARTICIPATIVE PROCESS • Idea concept & final approval by the GA Board (dec 2009) • Involvement of 100 global leaders (scholars, practitioners, …) feb/march 2010 (1st) Synchronous Video-Conference (2 hrs / 45 participants) Six Working Groups (2 weeks) (2nd) Synchronous video conference fine tuning (2 hrs / 52 participants) • • First Draft & Publication on Stockholm Forum Website (april 2010) • • Stockholm Forum presentation and final approval (June 2010) Discussion (much criticism).. Second Draft … Third Draft … (may 2010) 1000 professionals and educators involved at different levels of intensity 5 THE CONTENTS: THE (6) VALUE AREAS OF PR societal & organizational value areas operational value areas Sustainability Governance Management External Communication Internal Communication Alignment External/Internal Communication 6 FOR EACH VALUE AREA GOVERNANCE 7 What the scene looks like today from a global perspective (1 of 6) • Organizations operating under the stakeholder governance model empower their board members, elected officials and non-profit organization leaders, to be directly responsible for deciding and implementing stakeholder relationship policies. How a communicative organization operates • The communicative organization requires timely information, knowledge and understanding of economic, social, environmental and legal developments, as well as of its stakeholders’ expectations. This to promptly identify and deal with the opportunities and risks that can impact the organization’s direction, action and communication. GOVERNANCE (1 of 6) Public relations and communication management professionals: How PR professionals bring specific value to communicative organizations • Participate in defining organizational values, principles, strategies, policies and processes. • Apply appropriate communication and research skills to interpret stakeholders’ and society’s expectations as a basis for decision making. • Deliver timely analysis and recommendations for an effective governance of stakeholder relationships by enhancing transparency, trustworthy behaviour, authentic and verifiable representation, thus sustaining the organization’s “licence to operate”. • Create an internal listening culture, an open system that allows the organization to anticipate, adapt and respond. ONGOING MONITORING AND DEBATING http://www.stockholmaccords.org/ 8 9 NOW IT IS YOUR TURN … 10 HOW MAY YOU AND YOUR ASSOCIATION (IF YOU ARE A MEMBER) DECIDE TO ADOPT AND ADAPT THE STOCKHOLM ACCORDS ? Accelerate the associative sharing process of the Accords Create 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 21) Stimulate the internal debate (even with your stakeholder publics), sharing experiences and monitoring the HUB WHAT YOUR ASSOCIATION MIGHT NOW WISH TO ADDRESS ? How may you and your association (if you are a member) decide to adopt and adapt the brief to help that shape future of PR ? • recognize PR the thrives on the competition of ideas • help create the conditions of a healthy growth of the profession • operate to ensure an accessible and sustainable market 11 Improve our professional reputation by developing a self-critical mindset and carefully thinking about the consequences of our actions on others, before acting 12 REPUTATION IS OUR RESPONSIBILITY 13 NOTHING WILL BE … … AS IT USED TO BE !