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Melbourne Mandate: the global conversation on organisational responsibility, character and culture begins

June 20, 2012


The Global Alliance has initiated a new international dialogue on the value that public relations and communication professionals bring to organizations and to society called the Melbourne Mandate for Global Communication, named so because it will be developed and debated in time for the 2012 World Public Relations Forum in Melbourne, Australia.


The process for offering comments and participating in the drafting of the Melbourne Mandate documents has begun with the appointment of co-chairs for each of the three working groups.


It is not too late to register your interest in joining this global conversation, a successor to the Stockholm Accords which was endorsed by delegates from more than 30 countries at the 2010 World Public Relations Forum. Simply sign up by emailing:, and tell us which group interests you. We will do the rest.


Here are the co-chairs for each group:


  • Defining organizational character: Professor Anne Gregory, UK, Chair elect, Global Alliance; and James Wright, Managing Director, Red Agency, Australia.
  • Understanding personal, organizational and professional responsibility: Catherine Arrow, FCIPR MPRINZ CPRP, GA Board member, New Zealand; and Toni Muzi Falconi, Past Chair, Global Alliance, Italy
  • Creating a culture of listening and engagement: Associate Professor and GA board member Gregor Halff, Singapore; and Noel Turnbull, Fellow PRIA, Former CEO Turnbull Porter Novelli, Australia.



The overall Melbourne Mandate working group process will be co-chaired by GA chair Daniel Tisch, APR, Fellow CPRS, and past GA chair Jean Valin, APR, Fellow CPRS.


As of mid-June, we already had over 100 people from all parts of the world, working at all levels of our profession, willing to join the global conversation. It is expected that the co-chairs will reach out to their working group members within a few weeks and will engage in conversations by drafting a one- or two-page positioning document that will define the concept and the characteristics for each of our three ‘pillars’. It is expected that much of the work will take place online using Google+ Hangout or other social interaction tools.


Following preparation of the first set of positioning documents, the working groups will draft their statements with a first draft targeted for September 15th and a second for October 15th.

The GA seeks comments and consensus along the way to Melbourne for the World Public Relations Forum taking place November 18-20. There, delegates will debate and refine the documents prior to publication and dissemination by the Global Alliance.


Join us for this important global conversation or follow us on the blog crated for this exercise.


Let the conversation begin.