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Melbourne Mandate for Global Communication - 30.06.2012
Join a new conversation on changing organizations and changing communication

The Global Alliance for Public Relations and Communication Management invites practitioners and academics from around the globe to join a conversation on how communication is changing our world, our organizations and our profession – and how communication must change as a consequence.

The aim is to build an international consensus on a new “mandate” for the organizational and societal value of public relations and communication management in the months leading up to the 2012 World Public Relations Forum in Melbourne, Australia, this November.

In an age where the value of an organization lies increasingly in the value of its relationships and reputation, communication is becoming something that defines who you are rather than what you do.

How can this be explained and made real? How do communicators help CEOs define and lead these new organizations? How can communicators embed listening-based communication across the culture of the entire organization? How do they then articulate their roles within it?

Answering these questions will build on the work of  the Sixth World Public Relations Forum in 2010, where professionals from more than 30 countries contributed to and endorsed the Stockholm Accords defining the value contributed by public relations professionals to organizations and society.

But the world today is different from what it was only two years ago, as organizations and society struggle to adapt in an age when both internal and external publics have unprecedented communication
access, influence and power.

Informed by the Stockholm Accords and a recent survey of its members around the world, the Global Alliance is now exploring an updated approach to the organizational and societal value that communicators can contribute as we prepare for our 2012 World Public Relations Forum in Melbourne, Australia.

Global Alliance kindly invites you to submit comments on the opportunity, role and value of public relations and communication management in these areas:

  1. Defining organizational character
  2. Creating a culture of listening and engagement
  3. Understanding personal, organizational and professional responsibility
  4. Any other important issues or areas.

To learn all the details and post your comments, please visit the Melbourne Mandate website

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