Today’s guest post is by Daniel Tisch.

In a world where citizens, consumers, shareholders, and stakeholders walk around with global publishing power in their pockets, how does the role of public relations change – and what is the profession’s value to organizations, and to society?

That’s a question each of us needs to think about as we serve our organizations and clients.

And it’s one being tackled by the Global Alliance for Public Relations and Communication Management in a process called the Melbourne Mandate, named for the site of the upcoming Seventh World Public Relations Forum.

The GA’s members – the world’s major PR and communications professional associations – are defining and exploring three critical roles for PR: The definition of organizational character and values; the building of a culture of listening and engagement; and the fulfillment of responsibility in all its dimensions – personal, professional, corporate, and societal. (more…)