Transcript PRESENTATION NAME - The Stockholm Accords

The Stockholm Accords
Daniel Tisch APR, FCPRS
Chair-elect, Global Alliance
President, Argyle Communications
(Canada)
Twitter: @DanTisch
Anne Gregory, FCIPR
Director, Global Alliance
Director, Centre for PR Studies,
Leeds Metropolitan University (UK)
PRIA National Conference 2010
The Stockholm Accords, 2010
Engaging the global public relations community
to shape our profession’s future
The starting point
WE, PROFESSIONALS!
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from 2.4 to 4 million public relations practitioners today
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10% belong to professional associations (at global, international, national
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… with a growing and progressively interdisciplinary global body of
knowledge
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… in an accelerating institutionalization & professionalization of the
function
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with a Global Alliance for Public Relations and Communication Management
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and sectorial level)
(2000: 16 associations 2010: 67 associations)
The conceptual framework
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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…..
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
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Idea concept & final approval by the GA Board (Dec 2009)
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First Draft & Publication on Stockholm Forum Website (April 2010)
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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)
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
The contents: 6 value areas of PR
societal &
organizational
value areas
operational
value areas
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 Sustainability
 Governance
 Management
 External Communication
 Internal Communication
 Alignment External/Internal Communication
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.
What the scene looks like
today from a global
perspective
How a communicative
organization operates
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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.
GOVERNANCE
(1 of 6)
Public relations and communication management professionals:
How PR professionals bring specific
value to communicative
organizations
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Participate in defining organizational values, principles, strategies,
policies and processes.
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Apply appropriate communication and research skills to interpret
stakeholders’ and society’s expectations as a basis for decision
making.
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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”.
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Create an internal listening culture, an open system that allows the
organization to anticipate, adapt and respond.
The ongoing debate
http://www.stockholmaccords.org/
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Sustainability
It 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
Sustainability
PR 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
Governance
It means...
 Empowering board members, elected officials & NGO leaders
to develop & implement stakeholder relationship policies
 Recognizing accountability not just to shareholders, but to all
stakeholders
The 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
Governance
PR 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
Management
It 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
Management
PR 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 communication
It 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 communication
PR professionals...
 Seek constant feedback for mutual understanding of...
 How the internal community comprehends, accepts,
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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 communication
It 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 communication
PR 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 communication
It means...
 Concurrent engagement across diverse internal & external
value networks – in a way that is consistent & aligned
The 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 communication
PR 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.
Your turn...
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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?
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 !
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See you @ WPRF 2012!
Melbourne
Thanks!
Daniel Tisch
[email protected]
twitter: @DanTisch
Anne Gregory
[email protected]