A new vision for the role of public relations in today's society. Co-created with over 1000 PR professionals from around the world and adopted in Melbourne at the WPRF in 2012

1. The Melbourne Mandate
Your professional beacon
Jean Valin
CPRS Atlantic conference
13 September 2013

2. Why the «Melbourne Mandate?»
Goals:
A consensus-based advocacy platform + practical tools to help
professionals make the case for the value of public relations to
organizations… and to society.
A professional beacon to steer professional developement
A lasting legacy for the profession from Melbourne WPRF 2012
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3. The Journey
• Process and themes:Transparency, diversity
• Leadership within a co-creation frame
• Grassroots participation
• Over 1000 participants
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4. Phase II: Survey
December 2011 / January 2012
Leaders of the world’s major public relations and
communication management industry associations
participated.
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5. “Top 5” roles for PR
0 2 4 6 8 10
Applying ethics to PR decisions
Reputation/stakeholder research
Defining character
Building listening culture
Integrating MSM & social media
GA Survey of PR Association Leaders, 2011/12

6. Themes and sub elements
Organizational
listening
Audience/
stakeholder
research
Behavioural
sciences
Context for
CEOs
Interdisciplinary
collaboration
Defining
organizational
character
Understanding
responsibility
MSM + digital
stakeholder
relations
Integrated
measurement &
reporting

7. The
Melbourne
Mandate

9. 9

10. 1. Define your role
2.Know your professional responsibility
3.Plan your professional development
4.Start a conversation
5.Define character and values of organization
6.Build listening capacity
7.Examine sustainability
8.Measure your efforts
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How to use the Mandate

11. GA web site offers:
•Integrity index- measures gaps
•Case studies in ethical conduct- advice
•Case studies in corporate excellence- nine companies who
exhibit characteristics of the MM
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Tool kit

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Discussion and Q&A
How can you apply this professional beacon to
your work?
www.globalalliancepr.org

14. Thank you for your attention
and participation!