The Stockholm Accords Daniel Tisch APR, FCPRS Chair-elect, Global Alliance President, Argyle Communications (Canada) 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

3 The starting point from 2.4 to 4 million public relations practitioners today 10% belong to professional associations (at global, international, national and sectorial level) … with a growing and progressively interdisciplinary global body of knowledge … in an accelerating institutionalization & professionalization of the function with a Global Alliance for Public Relations and Communication Management (2000: 16 associations  2010: 67 associations) WE, PROFESSIONALS!

4 The conceptual framework 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…..

5 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

6 The process: Global & interactive Idea concept & final approval by the GA Board (Dec 2009) Involvement of 100 global leaders (scholars & practitioners) from 20+ countries, Feb/March 2010  (1 st ) Synchronous Video-Conference (2 hrs / 45 participants)  Six Working Groups (2 weeks)  (2 nd ) Synchronous video conference fine tuning (2 hrs / 52 participants) First Draft & Publication on Stockholm Forum Website (April 2010) 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

7 The contents: 6 value areas of PR societal & organizational value areas operational value areas  Sustainability  Governance  Management  External Communication  Internal Communication  Alignment External/Internal Communication

8 For each value area... What the scene looks like today from a global perspective How a communicative organization operates How PR professionals bring specific value to communicative organizations

9 The ongoing debate

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, 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.

22 Your turn...

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?

24 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

25 NOTHING WILL BE … … AS IT USED TO BE !

See WPRF 2012! Melbourne

Thanks! Daniel Tisch Anne Gregory