THE STOCKHOLM ACCORDS
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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!.

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THE STOCKHOLM ACCORDSEngaging 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
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)


And the conceptual framework
… 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…..


What we are talking about
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


A global participative process
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)

  • Discussion (much criticism).. Second Draft … Third Draft … (may 2010)

  • Stockholm Forum presentation and final approval (June 2010)

  • 1000 professionals and educators involved at different levels of intensity


The contents the 6 value areas of pr
THE CONTENTS: THE (6) VALUE AREAS OF PR

  • Sustainability

  • Governance

  • Management

societal & organizational value areas

  • External Communication

  • Internal Communication

  • Alignment External/Internal Communication

operational value areas


For each value area
FOR EACH VALUE AREA

What the scene looks like today from a global perspective

How a communicative organization operates

How PR professionals bring specific value to communicative organizations


Ongoing monitoring and debating
ONGOING MONITORING AND DEBATING

http://www.stockholmaccords.org/


Now it is your turn
NOW IT IS YOUR TURN …


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 ? DECIDE TO ADOPT AND ADAPT THE STOCKHOLM ACCORDS ?

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 ?

  • recognize that PR thrives on the competition of ideas

  • help create the conditions of a healthy growth of the profession

  • operate to ensure an accessibleand sustainable market


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


NOTHING WILL BE … self-critical mindset and carefully thinking about the consequences of our actions on others, before acting

… AS IT USED TO BE !


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