The Melbourne Mandate

Join a new conversation on changing organizations – and changing communication

At the Sixth World Public Relations Forum in 2010, professionals from more than 30 countries contributed to and endorsed the Stockholm Accords, a platform for defining the value contributed by public relations professionals to organizations and society.

But the world today is different from what it was only two years ago, as organizations and society struggle to adapt in an age when both internal and external publics have unprecedented communication access, influence and power.

In this new context, the Global Alliance aims to build an international consensus on a new “Mandate” – the Melbourne Mandate – for the organizational and societal value of public relations and communication management.

Informed by a survey of its members around the world, for the last three months the Global Alliance has been leading a conversation with practitioners and academics on the three pillars that support the Mandate:

  • the character of the organization and its values
  • the ability of the organization to listen – and its culture
  • the responsibility of practitioners to society, the organization, their profession and themselves.

We kindly invite you to submit comments on the opportunity, role and value of public relations and communication management in these areas.

Working papers for public review and comment

Please find below the latest working papers from the three working groups.
These are working documents, thoughts and views are welcomed.

  1. Working paper for Organizational Character Group
  2. Working paper for Listening Group
  3. Working paper for Responsibility Group

The Melbourne Mandate Draft statement

The first draft of the Melbourne Mandate statement will be published before the World PR Forum in Melbourne (November 18-20, 2012).

This draft will be open for comments and the discussion will culminate in a powerful advocacy platform to be adopted by delegates at the Forum.

2 Responses to The Melbourne Mandate

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