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The Digitisation Of The Economy

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  • 1. From a lecture at Bournemouth University 2006 to the Stockholm Accord David Phillips
  • 2. The significance of changed corporate value structures to the Stockholm Accord
    • The principles of Stockholm
      • In the new landscape of value networks*, Public Relations professionals:
        • co-create organizational values, principles, strategies, policies and processes;
        • constantly report on the dynamics of stakeholder involvement;
        • inform, shape the organisation’s overall communication abilities;
        • measure, evaluate and account for results.
  • 3. Understanding organisational value in the third revolution (Agnrud 2010)
    • The principle is not wholly new but is hugely changed
      • Influenced by ubiquitous interactive communication
      • Automatically comprises richness, reach, transparency, porosity and agency ( Phillips & Young 2009)
      • Value Networks are very important consideration ( Benkler 2006, Phillips 2006, Amaral & Phillips 2010)
      • Relationships unlock values (including reputation)
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  • 13. New PR thinking Prof Sven Hamrefors
  • 14. PR for PR Prof Toni Muzzi Falconi
  • 15. PR has the core responsibility
    • Understanding the nature and significance of values in relationships and interactions is now at the heart of organisational optimisation.
    • In principle, relationships optimisation is the key to all organisational evolution and success.
    • Relationships enable a return on value including the ROI of reputation as well as other desired outcomes.
    • Management of the effects on values in ubiquitous online interaction includes offline interactions in 21 st century.
  • 16.
    • The Stockholm Accords
    • In the new landscape of value networks *, Public Relations professionals:
      • co-create organizational values, principles, strategies, policies and processes;
        • constantly report on the dynamics of stakeholder involvement;
        • inform, shape the organisation’s overall communication abilities;
        • measure, evaluate and account for results.
    The integration of the new economy and new PR
  • 17. Further reading
    • Benkler, Y 2006 The Wealth of Networks http://www.benkler.org/ accessed 2010
    • Phillips, D (2006) Towards relationship management: Public relations at the core of organisational development . Journal of Communication Management, Volume 10, Number 2, pp. 211-226(16).
    • Hofmann-SIGIR99.pdf. Available at: http://cs.brown.edu/~th/papers/Hofmann-SIGIR99.pdf [Accessed February 15, 2009].
    • Latent semantic analysis - Scholarpedia. Available at: http://www.scholarpedia.org/article/Latent_semantic_analysis [Accessed February 15, 2009].
    • Camarinha-Matos, L. & Macedo, P ., A conceptual model of value systems in collaborative networks. Journal of Intelligent Manufacturing. Available at: http://dx.doi.org/10.1007/s10845-008-0180-7 [Accessed January 16, 2009].
    • Grunig, J.E., 1992. Excellence in Public Relations and Communication Management 1st ed., Lawrence Erlbaum.
    • Hofstede, G. & Hofstede, G.J., 2004. Cultures and Organizations: Software of the Mind 2nd ed., McGraw-Hill.
    • Ledingham, J.A. & Bruning, S.D., 2001. Public Relations As Relationship Management,
    • Castells , M. 2009 The crisis of global capitalism: towards a new economic culture? Accessed 2010 http://webcast.oii.ox.ac.uk/?view=Webcast&ID=20091028_300
    • Samarajiva, R 2009, How the developing world may participate in the global Internet Economy: Innovation driven by competition. OECD http://www.oecd.org/dataoecd/39/15/44003919.pdf accessed 2010
    • Shirkey, C, 2009 Here Comes Everybody Penguin
    • Amaral, B & Phillips, D. 2009 A proof of concept for automated discourse analysis in support of identification of relationship building in blogs.   Bledcom.com accessed 2010
    • Amaral, B 2010 Concepts of Values for Public Relations Euprera http://www.euprera.org/?p=69 accessed 2010
    • The Stockholm Accords http://www.wprf2010.se/the-stockholm-accords/ accessed 2010

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