During the Tokyo Olympics, we witnessed some great athletic performances from around the world. Congratulations to the Canadian athletes bringing home medals and to all those who participated and coached!
Just like Team Canada athletes, Canadian communicators participate on the world stage when it comes to PR and communications management. Case in the point is the recently released Global PR & Communications Model 2021, which involved Canadians and ties us all together in common practice.
The model, developed over the past couple of years by the Global Alliance
and Corporate Excellence - Centre for Reputation Leadership
, provides a practical toolkit to help communicators and their organizations navigate the intangible economy we find ourselves in.
It consolidates the Global Alliance’
s 2010 Stockholm Accord and the 2012 Melbourne Mandate by incorporating the Global Alliance’
s Global Capabilities Framework
from 2018. It defines the roadmap and building blocks of the functions of PR and communications.
The model also looks at the why, how and what of communications, and addresses the management of purpose, brand, corporate culture, reputation, reputational risks, and communications that enable organizations to build:
- Lasting Differentiation
- Authentic Advocacy
- Trust & Social Legitimacy
Communications professionals play a key role in the process and need to become the experts in implementing the model within their organizations. Find out more by visiting www.prcommsmodel.com.
In addition to the Global PR Model, and like Olympic athletes, communicators need training and development to be at the top of their game. CPRS has the perfect opportunity for you: register today for Cultivate 2021, the CPRS National Virtual Conference being held from September 20-23.
Get the best in PR professional development. Enjoy thought-provoking keynote and plenary speakers. Learn from the workshop sessions. Gain the skills you need to succeed. Build connections with your fellow communicators from across the country.
And just like at the Olympics, we will be handing out the “hardware” to the winners of our Awards of Excellence and CPRS Major and Special Awards during Cultivate 2021. See who will be recognized this year for their efforts in the field of professional PR and communications management.
As CPRS National President, I am looking forward to seeing you online in September. There is still time to purchase Early Bird tickets. Register for Cultivate 2021 by August 13 at 11:59 pm ET and save. Go, Canadian communicators. Go!
Wayne Knorr, APR
CPRS National President