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Melbourne Mandate, a new platform for global advocacy: an open invitation to join the conversation and help shape the future profession

September 19, 2012


Do you want to help craft a wider understanding of our global profession? If the answer is yes, join the conversation on the Melbourne Mandate, currently being drafted for presentation at the World Public Relations Forum in November. For the last three months, practitioners and academics from around the world have debated and discussed the three pillars that support the Mandate: the character of the organisation and its values, the culture of the organisation - including its ability to listen and the responsibility of practitioners to society, the organisation, their profession and themselves.


Draft statements have been posted on the Mandate blog and you are invited to add your opinions and comments between now and October 15 2012, when a second draft will be created for final comment before the WPRF.


Jean Valin, GA past chair and co-coordinator of the project said: “Tackling advocacy is a daunting and evergreen task as the profession continues to evolve, change and adapt to new relationship models. That is why the GA, following on from the foundation work of the Stockholm Accords, developed a global advocacy survey which led to this year’s Melbourne Mandate conversation. This conversation will culminate in a powerful advocacy platform with agreed statements on the role of the profession drafted for adoption by delegates at the WPRF."


Our goal is to provide everyone in public relations and communication management with a well-grounded set of statements and tools that enable all of us to become more active within our organisations, helping them to transform into the modern communicative organisation we all aspire to."


The process seeks consensus - or at the very least broad agreement - from respected leaders from all corners of the world. Many of the groups have suggested or are developing practical tools to help guide practitioners in their future activities”.


The working papers can be found at the Melbourne Mandate blog, and on the following links to the individual discussions: