Defining an organization’s value, building a culture of listening and taking responsibility for communications for ourselves and our organizations are things we all do daily. That’s why I’m looking forward to learning how the Melbourne Mandate will affect my role in organizational communication at Sony Canada.
On Feb. 26, Daniel Tisch, APR, FCPRS, Chair, Global Alliance for Public Relations & Communication Management, will present the new Melbourne Mandate for Public Relations to CPRS Toronto Members. It is the product of a year of consultation and deliberation by the Global Alliance for Public Relations and Communication
At the World Public Relations Forum (WPRF) in Melbourne, Australia, 800 delegates from 29 countries endorsed this bold new mandate for the role and value of PR, identifying three emerging areas of value for the profession:
- The definition of an organization’s character and values;
- The building of a culture of listening and engagement; and
- The instilling of responsibility in both organizations and individuals, reconciling our distinct and potentially conflicting duties to our organizations, our profession, our society and our own consciences.
Daniel Tisch is widely known as an international public relations practitioner, speaker, writer and industry leader. He is the Chair of the Global Alliance for Public Relations and Communication Management, the confederation of the world’s major communications industry associations, a Fellow of the Canadian Public Relations Society, and CEO of Argyle Communications, one of Canada’s premier independent public relations firms.
Daniel’s presentation will shed light on ideas raised during the WPRF, for example:
- Benchmark your organization: PR and communication professionals can use the concepts in the Mandate – and tools such as the ‘integrity index,’ which measures an organization’s adherence to its own stated values – to benchmark PR practices within their own organizations
- Talk with managers: The Mandate can be the basis for a discussion about the role of PR with senior executives and managers from other disciplines. The core question for exploration is whether the organization is using PR in a truly strategic way
- Plan professional development: PR and communication professionals can consider the individual skills and organizational capacities needed to implement the Mandate in their organizations – and incorporate them into professional and organizational development plans
- Advocate: The conference urged the world’s professional associations to officially endorse the Mandate and use it as an advocacy tool to make the case for public relations at the local, national and international levels
The Argyle Communications blog shares how other well-known PR thinkers have responded to the Melbourne Mandate, beyond 800 delegates who participated in the WPRF in November 2012.
Join us on Feb. 26 to discuss how the Melbourne Mandate can enhance your PR practice with CPRS Toronto Members – register here.
