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Melbourne mandate halifax cprs

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Jean Valin, APR,FCPRS
Jean Valin, APR,FCPRS

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

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The Melbourne Mandate Your professional beacon Jean Valin CPRS Atlantic conference 13 September 2013
Why the 束Melbourne Mandate?損 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 2
The Journey Process and themes:Transparency, diversity Leadership within a co-creation frame Grassroots participation Over 1000 participants 3
Phase II: Survey December 2011 / January 2012 Leaders of the worlds major public relations and communication management industry associations participated. 4
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
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
The Melbourne Mandate
Melbourne mandate halifax cprs
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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 10 How to use the Mandate
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 11 Tool kit
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13 Discussion and Q&A How can you apply this professional beacon to your work? www.globalalliancepr.org
Thank you for your attention and participation!

More Related Content

Melbourne mandate halifax cprs

  • 1. The Melbourne Mandate Your professional beacon Jean Valin CPRS Atlantic conference 13 September 2013
  • 2. Why the 束Melbourne Mandate?損 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 2
  • 3. The Journey Process and themes:Transparency, diversity Leadership within a co-creation frame Grassroots participation Over 1000 participants 3
  • 4. Phase II: Survey December 2011 / January 2012 Leaders of the worlds major public relations and communication management industry associations participated. 4
  • 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
  • 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 10 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 11 Tool kit
  • 12. 12
  • 13. 13 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!