Is the quality of our (PR) work judged by our standards?

I have always been a big believer in the important role that professional bodies play in the world of Public Relations.  Promoting a common set of standards across this reputation-challenged profession is a good thing. 

However, with no common enforced regulations, perhaps the quality of our work can by judged by the standards we set for ourselves?

There was recently a great guest post by Jean Valin and Daniel Tisch on the PR Conversations blog discussing the Melbourne Mandate (and this week For Immediate Release posted an interview with Jean and Daniel on the Mandate), which aims to define a set of roles, responsibilities and principles for PR practitioners.

From the website:

Today, unprecedented public access to communication presents new challenges and opportunities for organisations – and for global society. This presents a new mandate for public relations and communication management: a set of roles, responsibilities and principles hereby endorsed by delegates to the 2012 World Public Relations Forum in Melbourne, Australia.

The new mandate

Public relations and communication professionals have a mandate to:

  • define and maintain an organisation’s character and values;
  • build a culture of listening and engagement; and
  • instill responsible behaviours by individuals and organisations.


I’d strongly recommend you to take some time to review the Melbourne Mandate and see how it applies to the work you’re doing.

The Global Alliance for PR and Communication Management is behind the Melbourne Mandate. It’s an organization that represents many of the world’s largest PR professional bodies and is also involved in the Barcelona Declaration of Measurement Principles, a set of proposed standards for measuring Public Relations.

Given the changes taking place in the world of communications this is a good thing.  As I’ve said before, as long as PR agencies are using proprietary measurement as a competitive differentiator we’re in trouble.

Bonus: Read Andy West of Hotwire PR on the importance of supporting the measurement debate

2 thoughts on “Is the quality of our (PR) work judged by our standards?

  1. Hello Tom,
    Thank you very much for the cross post and for your endorsement of what the Global Alliance is doing. A key strategy of the GA is to establish world standards. Already, we have a global code of ethics, a world standard on key competencies measured by accrediation programs such as the APR ABC and CIPR’s accredited status. There is also ongoing work through the Commission on Public Relations Education to establish global curriculum standards.
    The Melbourne Mandate is another attempt to set a benchmark or as we called it in the PRConversation post, a professional beacon complete with a tool kit and a professional development blueprint.

  2. Thanks Jean. I think the Global Alliance, in partnership with the various national and regional professional bodies, do great work in providing real guidance and insight into best practices for the profession!


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