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Global Alliance takes revised ‘Melbourne Mandate’ text to World PR Forum. Public comments show strong support for direction, lead to refinement of key concepts and wording

November 12, 2012


LUGANO, SWITZERLAND, November 12, 2012 -- The Global Alliance for Public Relations and Communication Management today published the second draft of the Melbourne Mandate, a call to action for new areas of value in public relations and communication management. The Mandate will be debated and proposed for adoption at next week’s Seventh World Public Relations Forum in Melbourne, Australia.


The Melbourne Mandate explores three critical roles for public relations and communciation management in the digital age:


  1. the definition of organizational character and values;
  2. the building of a culture of listening and engagement; and
  3. the fulfillment of responsibility in all its dimensions – personal, professional, corporate and societal.


After receiving comments on the first draft from senior practitioners and academics around the world, the second draft includes various refinements. These include:


· A sharper sense of the way the three roles are interconnected and essential for a public relations professional to contribute to an organization’s strategy, and to its value to society.

· Greater clarity and plain language on the ethical dimensions of personal responsibility.

· Elimination of some duplication of ideas and re-categorizing of certain roles.


The Global Alliance continues to seek public comments on the following questions:


  1. Does the Melbourne Mandate capture the most critical emerging areas of value for public relations and communication management?
  2. The Melbourne Mandate’s first section focuses principally on the role of public relations in organizations; the second focuses on our interaction with stakeholders; and the third focuses also on the responsibility to society. Is the balance right?
  3. Can the Melbourne Mandate be applied in every culture, or are variations required? If so, which specific variations and why?
  4. The Melbourne Mandate includes some high aspirations for public relations. How can we prepare ourselves – as professionals and as a profession – to live up to these aspirations?
  5. As a professional, how could you actually use the Melbourne Mandate to advocate the role and value of public relations?


The Melbourne Mandate process began with a survey of Global Alliance members to identify the priority areas, followed by five months of working group reports and continuing dialogue between practitioners and academics around the world. The Mandate builds on the Global Alliance’s 2010 Stockholm Accords, which defined the attributes of the ‘communicative organization’ and the value of PR in governance, management, sustainability and internal and external communication.


After the Melbourne Mandate is revised and debated by delegates to the World Public Relations Forum on November 19th and 20th, the GA aims for it to be a tool professionals around the world can use to advocate the role of public relations and communication in their organizations and communities.


In seeking to develop an international consensus on new areas of value for public relations – in a public, transparent way -- the Melbourne Mandate has been a long process with an increasingly exciting outcome,” said Global Alliance chair Daniel Tisch. “The public consultation suggests a strong view that these three roles for communicators are both essential and interconnected. We look forward to a great debate in Melbourne.



Download the news release




Daniel Tisch, APR, FCPRS,

Global Alliance Chair


Nina Volles,

Chief Administration Officer, Global Alliance Center

+41 (0) 58 666 46 02