From a lecture  at Bournemouth University  2006 to the Stockholm  Accord David Phillips
The significance of changed corporate value structures to the Stockholm Accord <ul><li>The principles of Stockholm </li></...
Understanding organisational value in the third revolution  (Agnrud  2010) <ul><li>The principle is not wholly new but is ...
 
 
 
 
 
 
 
 
 
New PR thinking  Prof Sven Hamrefors
PR for PR  Prof Toni Muzzi Falconi
PR has the core responsibility <ul><li>Understanding the nature and significance of values in relationships and interactio...
<ul><li>The  Stockholm Accords </li></ul><ul><li>In the new landscape of  value networks *, Public Relations professionals...
Further reading <ul><li>Benkler, Y 2006  The Wealth of Networks  http://www.benkler.org/  accessed 2010 </li></ul><ul><li>...
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The Digitisation Of The Economy

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The Digitisation Of The Economy

  1. 1. From a lecture at Bournemouth University 2006 to the Stockholm Accord David Phillips
  2. 2. The significance of changed corporate value structures to the Stockholm Accord <ul><li>The principles of Stockholm </li></ul><ul><ul><li>In the new landscape of value networks*, Public Relations professionals: </li></ul></ul><ul><ul><ul><li>co-create organizational values, principles, strategies, policies and processes; </li></ul></ul></ul><ul><ul><ul><li>constantly report on the dynamics of stakeholder involvement; </li></ul></ul></ul><ul><ul><ul><li>inform, shape the organisation’s overall communication abilities; </li></ul></ul></ul><ul><ul><ul><li>measure, evaluate and account for results. </li></ul></ul></ul>
  3. 3. Understanding organisational value in the third revolution (Agnrud 2010) <ul><li>The principle is not wholly new but is hugely changed </li></ul><ul><ul><li>Influenced by ubiquitous interactive communication </li></ul></ul><ul><ul><li>Automatically comprises richness, reach, transparency, porosity and agency ( Phillips & Young 2009) </li></ul></ul><ul><ul><li>Value Networks are very important consideration ( Benkler 2006, Phillips 2006, Amaral & Phillips 2010) </li></ul></ul><ul><ul><li>Relationships unlock values (including reputation) </li></ul></ul>
  4. 13. New PR thinking Prof Sven Hamrefors
  5. 14. PR for PR Prof Toni Muzzi Falconi
  6. 15. PR has the core responsibility <ul><li>Understanding the nature and significance of values in relationships and interactions is now at the heart of organisational optimisation. </li></ul><ul><li>In principle, relationships optimisation is the key to all organisational evolution and success. </li></ul><ul><li>Relationships enable a return on value including the ROI of reputation as well as other desired outcomes. </li></ul><ul><li>Management of the effects on values in ubiquitous online interaction includes offline interactions in 21 st century. </li></ul>
  7. 16. <ul><li>The Stockholm Accords </li></ul><ul><li>In the new landscape of value networks *, Public Relations professionals: </li></ul><ul><ul><li>co-create organizational values, principles, strategies, policies and processes; </li></ul></ul><ul><ul><ul><li>constantly report on the dynamics of stakeholder involvement; </li></ul></ul></ul><ul><ul><ul><li>inform, shape the organisation’s overall communication abilities; </li></ul></ul></ul><ul><ul><ul><li>measure, evaluate and account for results. </li></ul></ul></ul>The integration of the new economy and new PR
  8. 17. Further reading <ul><li>Benkler, Y 2006 The Wealth of Networks http://www.benkler.org/ accessed 2010 </li></ul><ul><li>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). </li></ul><ul><li>Hofmann-SIGIR99.pdf. Available at: http://cs.brown.edu/~th/papers/Hofmann-SIGIR99.pdf [Accessed February 15, 2009]. </li></ul><ul><li>Latent semantic analysis - Scholarpedia. Available at: http://www.scholarpedia.org/article/Latent_semantic_analysis [Accessed February 15, 2009]. </li></ul><ul><li>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]. </li></ul><ul><li>Grunig, J.E., 1992. Excellence in Public Relations and Communication Management 1st ed., Lawrence Erlbaum. </li></ul><ul><li>Hofstede, G. & Hofstede, G.J., 2004. Cultures and Organizations: Software of the Mind 2nd ed., McGraw-Hill. </li></ul><ul><li>Ledingham, J.A. & Bruning, S.D., 2001. Public Relations As Relationship Management, </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Shirkey, C, 2009 Here Comes Everybody Penguin </li></ul><ul><li>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 </li></ul><ul><li>Amaral, B 2010 Concepts of Values for Public Relations Euprera http://www.euprera.org/?p=69 accessed 2010 </li></ul><ul><li>The Stockholm Accords http://www.wprf2010.se/the-stockholm-accords/ accessed 2010 </li></ul>

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