Professional advocacy takes new direction in wake of GA survey
The Global Alliance will soon begin a new advocacy initiative on the role of public relations and communication in organizations and in society, culminating in a statement of value at the World Public Relations Forum in Melbourne this November. The initiative will be informed by the GA’s recent survey of the leaders of its member associations around the world.
The GA survey, conducted online in late 2011, showed that public relations leaders see opportunities for professional communicators to define the character of an organization and its responsibility to society, and to use today’s networks to build a true listening culture within and across the organization.
Respondents also felt the keys to successful professional advocacy lay in demonstrating the value of public relations to both organizations and society as a whole, engaging stakeholders outside the profession as well as working towards global consensus on accreditation and a definition of public relations. Respondents to the survey were predominantly accredited practitioners along with elected leaders from the world’s major public relations associations. Goals identified for the Melbourne WPRF included a focus on education and professional development and the creation of practice standards.
In the months leading up to the World Public Relations Forum, the Global Alliance will examine the new challenges and opportunities facing organizations in this era in which both internal and external publics have unprecedented communications access, influence and power. The Melbourne process will build on the GA’s 2010 Stockholm Accords, which defined the key attributes of a communicative organization and the value contributed by public relations professionals.
The working groups will begin briefings early in the second quarter of 2012, with invitations extended to participants around the world following shortly after.