the stockholm accords daniel tisch apr, fcprs chair-elect, global alliance president, argyle...
TRANSCRIPT
The Stockholm Accords
Daniel Tisch APR, FCPRSChair-elect, Global AlliancePresident, Argyle Communications (Canada) Twitter: @DanTisch
Anne Gregory, FCIPRDirector, Global AllianceDirector, Centre for PR Studies,Leeds Metropolitan University (UK)
PRIA National Conference 2010
The Stockholm Accords, 2010
Engaging the global public relations communityto shape our profession’s future
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The starting point
• from 2.4 to 4 million public relations practitioners today
• 10% belong to professional associations (at global, international, national and sectorial level)
• … with a growing and progressively interdisciplinary global body of knowledge
• … in an accelerating institutionalization & professionalization of the function
• with a Global Alliance for Public Relations and Communication Management (2000: 16 associations 2010: 67 associations)
WE, PROFESSIONALS!
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The conceptual framework
• The Stakeholder Governance Model
• The Network Society
• From Value Chain to Value Network
• The Communicative Organization
• Sustainability as transformative opportunity
• … Integrated reporting… Monetary Value of a Brand… Communicative Equation…..
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THE STOCKHOLM ACCORDS: A global 2-year brief to the PR community
to advocate the areas of major value that public relations brings to organizations and society
AWARENESS, UNDERSTANDING & REPUTATION of our profession
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The process: Global & interactive• Idea concept & final approval by the GA Board (Dec 2009)
• Involvement of 100 global leaders (scholars & practitioners) from 20+ countries, Feb/March 2010 (1st) Synchronous Video-Conference (2 hrs / 45
participants) Six Working Groups (2 weeks) (2nd) Synchronous video conference fine tuning (2 hrs / 52
participants)
• First Draft & Publication on Stockholm Forum Website (April 2010)
• Discussion (much criticism).. Second Draft … Third Draft …(May 2010)
• Stockholm Forum presentation and final approval (June 2010)
• 1000 professionals and educators involved at different levels of intensity
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The contents: 6 value areas of PR
societal & organizational
value areas
operational value areas
Sustainability Governance Management
External Communication Internal Communication Alignment External/Internal
Communication
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Public relations and communication management professionals:
• Participate in defining organizational values, principles, strategies, policies and processes.
• Apply appropriate communication and research skills to interpretstakeholders’ and society’s expectations as a basis for decision making.
• Deliver timely analysis and recommendations for an effective governance of stakeholder relationships by enhancing transparency, trustworthy behaviour, authentic and verifiable representation, thus sustaining the organization’s “licence to operate”.
• Create an internal listening culture, an open system that allows the organization to anticipate, adapt and respond.
GOVERNANCE (1 of 6)
For each value area...GOVERNANCE (1 of 6)
• Organizations operating under the stakeholder governance model empower their board members, elected officials and non-profit organization leaders, to be directly responsible for deciding and implementing stakeholder relationship policies.
• The communicative organization requires timely information, knowledge and understanding of economic, social, environmental and legal developments, as well as of its stakeholders’ expectations. This to promptly identify and deal with the opportunities and risks that can impact the organization’s direction, action and communication.
What the scene looks like today from a global perspective
How a communicative organization operates
How PR professionals bring specific value to communicative organizations
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The ongoing debatehttp://www.stockholmaccords.org/
SustainabilityIt means... Balancing today’s demands with ability to meet future
economic, social & environmental needs
The communicative organization leads by... Using “triple bottom line” reporting to benchmark & measure
policies and actions across these three dimensions
SustainabilityPR professionals... Involve & engage stakeholders in sustainability policies &
programs Interpret societal expectations of the organisation Ensure stakeholder participation to identify information that
should be reported -- regularly, transparently & authentically Promote & support efforts to integrated triple-bottom-line
reporting
GovernanceIt means... Empowering board members, elected officials & NGO leaders
to develop & implement stakeholder relationship policies Recognizing accountability not just to shareholders, but to all
stakeholdersThe communicative organization leads by... Obtaining timely information, knowledge & understanding of
its operating environment & its stakeholders’ expectations Identifying & addressing the opportunities & risks that may
affect the organization
GovernancePR professionals... Help define organizational values, principles, strategies,
policies & processes Use research & communication to interpret stakeholders’ &
society’s expectations -- & factor these into decisions Advise the organization on how to govern its stakeholder
relationships by enhancing transparency, trustworthiness & authenticity (“licence to operate”)
Create an internal listening culture, an open system that allows the organization to anticipate, adapt and respond
ManagementIt means... The quality and effectiveness of an organization’s decisions
are increasingly determined by the speed of and context within which they implement those decisions
The communicative organization leads by... Recognizes the organization’s interest in sensitivity to the
wider expectations of society & the legitimate claims of all its stakeholders
Conducting detailed research & listening before making strategic and operational decisions
ManagementPR professionals... Inform & shape the organization’s overall two-way
communication processes and capabilities Act as conduits & interpreters of intelligence about trends and
developments in society Identify & help solve issues generated by changes in society --
specifically those related to stakeholder relationships & organisational reputation
Communicate the value of the organisation’s products/services & relationships with stakeholders, thereby creating, consolidating & developing financial, legal, social & reputational capital
Internal communicationIt means... Enhancing recruitment & retention; developing common
interests & commitment to organizational goals by an increasingly diverse, extended and segmented set of “internal” publics
The communicative organization leads by... Fostering trust, commitment, purpose & shared goals among
all internal stakeholders -- including all employees, contractors, consultants, suppliers & volunteers
Internal communicationPR professionals... Seek constant feedback for mutual understanding of...
How the internal community comprehends, accepts, communicates & achieves the organization’s strategy.
How – and how well — organizational leaders & internal influencers collaborate & communicate with stakeholders
How knowledge and policy are being shared How processes and structures are identified, developed &
enhanced How the organization’s reputation depends largely on the
actions taken by internal stakeholders
External communicationIt means... Reviewing & adjusting policies, actions & behaviour to
improve relationships with increasingly influential stakeholders & with society at large
The communicative organization leads by... Developing skills to nurture relationships with customers,
investors, communities, governments, citizen groups, industry alliances, mainstream & digital media and other stakeholders
External communicationPR professionals... Bring the organization’s “voice” & interests into stakeholder
deliberations and decisions Assist all organizational functions in crafting & delivering
effective communication, fostering understanding, building & sustaining relationships
Contribute to the development and promotion of products, services or processes that strengthen brand loyalty & equity
Advocate for stakeholder groups within the organization, sustaining dialogue to maintain social & reputational capital
Aligning communicationIt means... Concurrent engagement across diverse internal & external
value networks – in a way that is consistent & alignedThe communicative organization leads by... Sharing a consistent global story, balancing transparency,
resources & time sensitive demands against rapid change Resolving potential conflicts through communication with all
stakeholders – in a way that’s coherent , coordinated & aligned with its mission, vision, values, actions and behaviours
Aligning communicationPR professionals... Oversee the development and implementation of internal and
external communications to assure open listening, consistency of content and accurate presentation of the organization’s identity
Research, develop, monitor and adjust the organization’s communicative behaviour
Create and nurture a knowledge base that includes social and psychological sciences
Manage and apply research to implement evaluation and measurement programs for continued improvement.
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Your turn...
1. How can academics use the Stockholm Accords? In the way they stimulate discussions with students? In the way they pursue research opportunities? In the way they position PR within their institutions?
2. How can practitioners use the Accords to make a business case for PR? In the way they position and market their services –
internally or externally? In the way they educate their current “clients?” In the way they educate / train their employees?
3. How would you like to see PRIA take these discussions forward?
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Improve our professional reputation by developing a self-critical mindset.
Think carefully about the consequences of our actions on others
-- before acting.
REPUTATION IS OUR RESPONSIBILITY
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NOTHING WILL BE …… AS IT USED TO BE !
See you @ WPRF 2012!
Melbourne
