The Global Alliance for Public Relations and Communication Management newsletter, February 2010.

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Global Alliance Newsletter – February 26, 2010
Completing the Accord: Stockholm World Public Relations Forum to
set new paradigm
This year’s World Public Relations
Forum in Stockholm on June 14-15 is
set to become the 2010 signature
event for the global public
relations community, with more than
200 delegates from fifteen nations
already registered.
Work is already underway on ‘The Stockholm Accords’ and the focused, provocative programme
featuring renowned speakers, advanced case studies and delegate interactivity has sparked
intense international interest.
‘The Stockholm Accords’ will be the long-term conference outcome and are now in initial
development via two global ‘virtual workshops’. The aim is to provide public relations
professionals with a new, research-based paradigm that enhances and affirms the critical role
of public relations and communication management in organizational success. That role, says
Global Alliance Chair, John Paluszek, truly serves communicative organisations in the fast-
evolving digital ‘value network society’, and presents unprecedented opportunities for public
relations professionals.
Global Alliance member associations may want to consider forming delegations to the Forum –
several already have taken this step – to add their national or regional voices to this
seminal event, which is presented jointly by The Global Alliance and GA member association,
The Swedish Public Relations Association. http://bit.ly/a2dFib
Association Management Seminar boosts WPRF offering
“Marketing partnerships and sponsoring strategies in the Association’s world”
A seminar tailored specifically for PR and Communication Association managers will be run
just prior to the Stockholm World Public Relations Forum. It will focus on “Marketing
partnerships and sponsoring strategies in the Associations’ World”, with the GA providing
this specially designed event in order to help member associations meet and tackle the daily
challenge of increasing the resources necessary to engage and develop membership events.
Association managers will work with instructor, Dr. Patrick Cotting, a leading expert in the
area of marketing sponsorships. The guest speaker, William (Bill) M. Murray, CAE, President
and chief operating officer of the Public Relations Society of America (PRSA), will also
present a case study on association management. The main seminar outcome will be a draft

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marketing partnership & sponsoring strategy for implementation and in addition. For more on
what the seminar will provide visit as well as guest speakers and seminar instructors click
HERE.
IPRA and GA sign on to develop worldwide public relations
The International Public Relations Association and the Global Alliance for Public Relations
and Communication Management signed an unprecedented “Memorandum of Understanding” at the
IPRA “International Conference 2010” in Jakarta, February 4th.
In a Gala signing ceremony, IPRA President Elizabeth Goenawan Anton and GA Chair John
Paluszek executed the document designed to “contribute to the development of the PR
profession and the PR industry worldwide by way of collaboration on joint activities.”
The prospective cooperative efforts include training, member services, joint events and
advocacy for the profession. Read more at http://www.globalalliancepr.org/content/1/458/ipra-
and-sign-develop-worldwide-public-relations/
Online mining: IPR research takes on web analytics
The ability to directly connect organizational goals with PR efforts has often been elusive
in public relations measurement. In a new paper from The Institute for Public Relations, Seth
Duncan, Research Manager for Context Analytics, focuses on web analytics as a tool to
understand how earned media can directly affect online business goals, such as generating
website traffic, sales leads, revenue, and obtaining donations for non-profit organizations.
The full paper is available on the institute’s website: http://bit.ly/cAyvvG
New members enter the Alliance
The Portuguese Association for Corporate Communications (APCE) is one of three new members of
The Global Alliance. APCE was formally welcomed into the Global Alliance, by Chair, John
Paluszek, along with the Canadian Council of Public Relations Firms (CCPR) and the Albanian
Public Relations Association. To see more on the GA current membership visit
http://www.globalalliancepr.org/content/1/391/membership
India fosters public relations development in Afghanistan
The Public Relations Society of India has had a very active quarter. The 31st All India PR
Conference was held at Chandigarh in December, with 250 delegates again adopting the GA
Ethics Protocol. Dr Ajit Pathak, PRSI’s President also led a training session for a
delegation from Afghanistan, sharing the objectives of the GA and the operating format of
PRSI.
New RiVER running in New Zealand
PRINZ, the Public Relations Institute of New Zealand, has launched a new Certificate of
Practice in Public Relations and Communication Management. Members taking part in the RiVER
continuing professional development (CPD) programme, launched in January, will be awarded the
certificate annually when they have accrued the required number of CPD points.

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Paul Dryden, Executive Director of PRiNZ said: “The RiVER programme demonstrates the
practitioner’s commitment to professionalism. RiVER is designed for all members, regardless
of their career stage. By maintaining and increasing their skills and knowledge, members
bring added value to their organisations, clients and colleagues. The Certificate of Practice
will recognize those who participate, is a mark of currency and will be actively promoted
among employers and recruiters as a point of difference among PR and communication
professionals. Read more at http://bit.ly/cFWJZG
Michael Herman takes PRSA’s Highest Award
Michael Herman, APR, Fellow PRSA, a 40-year public relations veteran with extensive
corporate, agency, association and academic experience, has been awarded the Public Relations
Society of America (PRSA) 2009 Gold Anvil Award, the highest individual honor for a
distinguished career of professional practice, leadership and teaching.
“Mike Herman’s enormous contributions are of a caliber and scope that deserve nothing short
of the Gold Anvil, which is considered PRSA’s lifetime achievement award,” said PRSA Chair
and CEO Michael Cherenson, APR. “I’ve known Mike Herman for many years, and have seen him in
action — as a dynamic practitioner, outstanding teacher and dedicated chair of the PRSA
College of Fellows and Counselors Academy — and have a special appreciation for the
distinction he deserves.” Read more at http://bit.ly/92pxmV
Ombudsman: The European Citizens' Initiative should work in the
most transparent way possible
The European Ombudsman, P. Nikiforos Diamandouros, has issued a contribution to the public
consultation on the European Citizens' Initiative (ECI). He called on the Commission to
ensure that this important new form of public participation in EU policy shaping, introduced
by the Lisbon Treaty, works in the most transparent and citizen-friendly way possible. The
ECI provides that one million citizens who are nationals of a significant number of Member
States can call directly on the European Commission to bring forward legislative proposals in
an area of EU competence. Read more at http://bit.ly/cS3Xj7
European Parliament pushes for all EU documents to be made
public
EU access to documents laws should be widened to cover all European institutions, bodies and
agencies following the adoption of the Lisbon Treaty, MEPs said on 17 December, criticizing
the European Commission for failing to update the rules.
A Parliament report on access to documents, drafted by UK Labour MEP Michael Cashman, was
approved on 11 March 2009 (EurActiv 12/03/09) after being adopted at committee level on 17
February (EurActiv 18/02/09).
The Cashman report builds on an earlier text drafted by Italian MEP Marco Cappato (ALDE) and
adopted in January (EurActiv 15/01/09). Read more at http://bit.ly/bjZDJn

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European Commission launches public consultation on the
Citizens' Initiative
The European Commission is launching a wide public consultation to help to define the
practical details of the Citizens' Initiative foreseen in the Lisbon Treaty. The Citizens'
Initiative will enable one million citizens to request the Commission to bring forward a
particular policy proposal.
"The participation of the citizens in decision-making is indispensable for democracy", said
Margot Wallström, Vice-President of the European Commission in charge of Inter-institutional
Relations and Communication Strategy. "The Lisbon Treaty will provide a means for people to
express themselves and to have a direct influence on EU policy-making." Read more at
http://bit.ly/8Zizy1
Business Case for Public Relations gains momentum
The Public Relations Society of America (PRSA) has launched an advocacy campaign for the
public relations industry, which is intended to foster more accurate and better-informed
perceptions surrounding the value and roles of public relations.
The goal of “The Business Case for Public RelationsTM” is to drive industry recognition and
growth by helping professionals in the field educate key stakeholders about public relations’
functions and outcomes, demonstrate its strategic value and enhance its reputation. The
program’s framework was created with the help of public relations industry leaders, including
representatives of APCO Worldwide, Boston University College of Communication, Cooper-Katz,
Edelman, GolinHarris, Hill & Knowlton, Ketchum, MWW Group and Wachovia. Read more at
http://bit.ly/bwXHH3
Conference Calling
With the WPRF acting as the centre piece for public relations and communication professionals
around the world, many local and regional events are now on the calendar as member
associations announce their national and specialist conference dates and programmes for the
year ahead.
Switzerland: The Thought Leaders International Conference on Brand Management 18-20 April
This event seeks to engender the advancement of knowledge about brand management amongst
scholars by disseminating new research and by encouraging the evolution of new research
themes. It also aims to narrow the gap between academia and professionals by having
presentations from internationally renowned practitioners whose significant senior experience
is regarded as being at the cutting edge of application. For event program and information
visit http://www.brand-management.usi.ch/
New Zealand: Taming the Tiger - PRINZ 2010
Many real, and imagined, tigers fill the jungle in which we communicate today. Their
presence can be profound and diverse, making our role as communications professionals more
challenging and stimulating than ever before. At the 2010 Public Relations Industry

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Conference, May 27 - 28, you will have the opportunity to hear how a wide range of notable
individuals have fared in their worlds of tiger taming. What has worked and what hasn’t?
What are the new challenges that need to be tackled? More details at www.prinz.org.nz
Spain: 2nd European Summit on Measurement to be held in Barcelona, from June 16-18, 2010.
AMEC, the International Association for Measurement and Evaluation of Communication is
presenting the Summit with the Institute for Public Relations. The three-day conference is
the largest event of its type in Europe for communications professionals to share latest
thinking about programme measurement. For event program and information visit
http://www.ameceuropeansummit.org/
CIPR announces first Chartered Practitioners
The CIPR has announced those who have made history by becoming the first ever Chartered PR
Practitioners.
Chartered Practitioner status is awarded to CIPR members who can demonstrate an outstanding
level of professional practice and knowledge, and a commitment to continuous professional
development.
A senior professional status, Chartered Practitioner recognizes and celebrates professional
expertise. It is not only a benchmark for those working at a senior level but a ‘gold
standard’ to which PR practitioners can aspire. A full list of Chartered Practitioners is
available at http://bit.ly/bx0qbs
GA new Platinum Sponsor
The Global Alliance for Public Relations and Communication
Management is proud to announce its sponsorship agreement
with MetaDesign.
MetaDesign is internationally known for creating branded
experiences and systemic, forward-looking design systems.
Since its foundation in 1990 MetaDesign’s work has influenced
a generation of businesses and has created some of the
most successful communication solutions in many
industries. Today, MetaDesign has over 250 people working in
offices in Zurich, Beijing, Berlin, Dusseldorf, and San
Francisco.
www.metadesign.ch
For more information on how to become a Global Alliance Sponsor or Partner visit the GA
Sponsorship & Partnership page, alternatively contact the GA Center to discuss your
sponsorship requirements.

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GA online social networking
You can follow GA on any of the following social networking and information sites that also
include a live RSS Feed packed with industry news from around the globe. Visit our website or
click the relevant buttons to get connected. If you can’t find us please don’t hesitate to
contact the GA Center: info@globalalliancepr.org
The Global Alliance Center, which is based in Lugano, Switzerland, supports the Global
Alliance's projects and initiatives through the oversight of Membership, Sponsorship &
Partnership, Website and Events.
Jennifer Hayes | Global Alliance Center | Global Alliance for Public Relations and
Communications Management
Università della Svizzera italiana | via Giuseppe Buffi 13 | 6900 Lugano | Switzerland
phone +41 58 666 46 05 | fax +41 58 666 47 39 | e-mail info@globalalliancepr.org | website
www.globalalliancepr.org