Join a new conversation on changing organizations – and changing communication
In an age where the value of an organization lies increasingly in the value of its relationships and reputation, communication is becoming something that defines who you are rather than what you do.
How can this be explained and made real? How do communicators help CEOs define and lead these new organizations? How can communicators embed listening-based communication across the culture of the entire organization? How do they then articulate their roles within it?
Answering these questions will build on the work of the Sixth World Public Relations Forum in 2010, where professionals from more than 30 countries contributed to and endorsed the Stockholm Accords 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.
Informed by the Stockholm Accords and a recent survey of its members around the world, the Global Alliance is now exploring an updated approach to the organizational and societal value that communicators can contribute as we prepare for our 2012 World Public Relations Forum in Melbourne, Australia.
We kindly invite you to submit comments on the opportunity, role and value of public relations and communication management in these areas:
1. Defining organizational character
If reputation is an absolute measure of how others judge an organization, an authentic and aspirational effort to define its DNA or core character and ways of doing things might be the organization’s way of influencing the factors that build that reputation.
How can communicators contribute to defining, maintaining, assessing and sustaining an organization’s DNA or core character?
2. Creating a culture of listening and engagement
The widespread use of digital networks makes communication a richer and yet riskier process than ever before. But today’s tools are only a means to an end: that of embedding a culture of listening and engagement not just in the communications department, but across the organization.
How can communicators develop and deploy this culture for the benefit of both the organization and its stakeholders?
3. Understanding personal, organizational and professional responsibility
Individuals, organizations and professions bear responsibilities to society – bringing ethical and sustainability considerations into the decisions and actions we undertake every day.
Where lies the nature of a communicator’s responsibility today? Which processes can ensure a coherent, yet sustainable, balance of the three spheres?
4. Any other important issues or areas.
Read the full abstract.
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