After further discussions within the working groups, online on the WPRF forum and on other blogs and portals, the third draft was posted on the WPRF site. This draft was the document to be taken to the WPRF for discussion, input and – it was hoped – agreement.
The Stockholm Accords
(Third draft posted on WPRF site on May 20 2010))
CALL TO ACTION
by Public Relations Professionals (associations, managers, consultants, educators, researchers and students) to administer its principles on a sustained basis and to affirm them throughout the profession, as well as to management and other relevant stakeholder groups-
The Value of Public Relations and Communication Management
Organizations operating under the stakeholder governance model empower their board members, elected officials and non-profit organization leaders, to be directly responsible for deciding and implementing stakeholder relationship policies.
The communicative organization requires timely information, knowledge and understanding of economic, social, environmental and legal developments, as well as of its stakeholders’ expectations. This to promptly identify and deal with the opportunities and risks that can impact the organization’s direction, action and communication.
Public relations and communication management professionals:
- Participate in defining organizational values, principles, strategies, policies and processes.
- Apply social networking, research skills and tools to interpret stakeholders’ and society’s expectations as a basis for decisions.
- Deliver timely analysis and recommendations for an effective governance of stakeholder relationships by enhancing transparency, trustworthy behaviour, authentic and verifiable representation, thus sustaining the organization’s “licence to operate”.
- Create an internal listening culture, an open system that allows the organization to anticipate, adapt and respond.