THE MELBOURNE MANDATE
A CALL TO ACTION FOR PUBLIC RELATIONS
AND COMMUNICATION MANAGEMENT
At the World Public Relations Forum 2012 in Melbourne, Australia, 800 delegates from 29 countries endorsed the Melbourne Mandate. This Mandate was adopted following years of discussion involving hundreds of public relations professionals from all parts of the world. This realignment of public relations emphasizes its essential nature for organizations in today's modern world. The mandate of public relations is to build and sustain strong relationships between an organization and its publics, and, in doing so, contribute to society.
Today, unprecedented public access to communication presents new challenges and opportunities for organizations – and for a global society. This presents a new mandate for public relations and communication management: a set of roles, responsibilities and principles.
Daniel Tisch, APR, FCPRS, Chair of the Global Alliance for Public Relations and Communication Management, was responsible for drafting and the approval process of the Melbourne Mandate. He will be presenting the Mandate in a half-day event in Montreal, organized by the Canadian Public Relations Society (CPRS), in collaboration with its Quebec Member Society, the Société québécoise des professionnels en relations publiques (SQPRP).
Are our organizations open to the invaluable contribution that Melbourne-inspired public relations can bring to leadership? Following the Melbourne Mandate presentation there will be a senior-level panel discussion between prominent representatives of the public relations field in Quebec.
A panel of expert practitioners and consultants will discuss the process of incorporating the Melbourne Mandate in organizations. Our seasoned professionals are Luc Beauregard LM APR FCPRS, Founding President, RES PUBLICA Agency, Yanik Deschesnes APR, Vice-President Global Communications, SID LEE, Yves-Thomas Dorval APR, President, Quebec Employers Council (Conseil du Patronat du Québec), Hélène V Gagnon APR, Vice-President Public Affairs, Communications and Corporate Social Responsibility, Bombardier Aerospace, and Daniel Tisch APR FCPRS, President and CEO, Argyle Communications.
ABOUT THE MELBOURNE MANDATE
The Melbourne Mandate affirms that public relations and communication professionals have a mandate to:
- Define and maintain an organization's character and values;
- Build a culture of listening and engagement; and
- instill responsible behaviours by individuals and organizations.
For more information about the Melbourne Mandate visit:
NOTE: The mini-conference will be held in both official languages.
*Earn 0.5 Points for Accreditation Maintenance