Jim Grunig on the Accords. Food for thought.

In a few weeks the Central European Journal of Communication will publish a very recent article from James Grunig by the title ‘

Public Relations and Strategic Management:

Institutionalizing Organization-Public Relationships in Contemporary Society

at the beginning of this article Grunig writes:

” …. In June 2010, the Global Alliance for Public Relations and Communication Management, an association of national public relations associations, issued a set of principles for public relations professionals to “administer on a sustained basis and to affirm throughout the profession, as well as to management and other relevant stakeholder groups” (p. 1). These Stockholm Accords resulted from the “collaborative effort of leaders of the global public relations profession from 32 countries” (p. 1). The Stockholm Accords affirm that public relations should play a major role in organizational governance and management as well as in communication programs for internal and external publics and that its value comes from increasing the organization’s sustainability “across the economic, social, and environmental ‘triple bottom line’” (p. 2)…..”

And a few lines later he adds:

” (the accords) argued that contemporary society requires public relations professionals who can deal with global interactions, relationships, and responsibilities and who can manage relationships among organizations and stakeholders in a global, digitalized world where issues and crises related to poor organizational governance have become commonplace. However, if one were to ask journalists or people in general if they believe the public relations profession delivers such value to society, most would express surprise that such a description is what public relations is all about. Likewise, if one also were to monitor the typical discussions among public relations practitioners in trade media and online discussions, he or she would find much more talk about messaging, publicity, media relations, media monitoring, and marketing support than about the roles and responsibilities of public relations in organizational governance. In the minds of most people, public relations has become institutionalized as a messaging activity whose purpose is to make organizations look good in the media or to sell products, usually through devious means, rather than as a management activity that improves relationships among stakeholders and organizations…..”

Food for thought particularly for those who will want to participate to upcoming globa webinars detailed in the posts below.

About Toni Muzi


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