Latest edition of the Global Alliance bimonthly newsletter. www.globalalliancepr.org info@globalalliancepr.org

1. Global Alliance Newsletter - December 14, 2009
Global line up begins for World Public Relations Forum 2010
Public relations' leaders, thinkers and strategists
are getting ready for the Sixth World Public
Relations Forum
(http://www.globalalliancepr.org/content/1/429/glo
bal-line-begins-for-world-public-relations-forum/)
to be held in Stockholm in June 2010.
Already, the registrations list looks like a ‘Who's Who' of public relations worldwide, with delegates heading into
Sweden from the Arctic Circle, the Equator and beyond.
The Forum is attracting international interest largely because of its focused, provocative programme builds
towards the main conference outcome - The Stockholm Accords
(http://www.regonline.com/builder/site/tab2.aspx?EventID=732343) - a commitment to advocate and practice a
new communications paradigm to be unveiled by headline speakers. Newly researched ‘communicative
organisation‘ principles in corporations, government and non-profit organisations will be discussed during the two
day event which runs on June 14-15, 2010 and delegates will be actively involved in preparing the Accords.
Early booking discounted rates are available at http://www.wprf2010.se/ The WPRF is being presented jointly by
the Global Alliance and GA member, The Swedish Public Relations Association
(http://www.sverigesinformationsforening.se/in-english.aspx)
New Global Alliance platform set to raise public relations standards
A revised and blended structure for the Global Alliance for Public Relations and Communication Management is
set to provide a new platform for raising public relations standards worldwide.
November's special general meeting and board meeting resulted in the approval of association officers, board
members and the endorsement of revised by-laws, including the election of a voting board seat for a
representative of affiliated members, the
International Association of Business
Communicators http://www.iabc.com/
The changes were further supported by an historic
blending of international public relations
associations, with the integration of the renowned Confederation Europeene des Relations Publiques (CERP)
and the Global Alliance (GA). [Read brief from Alla Grazhdan, CERP]
http://www.globalalliancepr.org/content/1/434/centre-europeen-des-relations-publiques-cerp-dissolution/
John Paluszek commented: "We believe that through the recent efforts of many colleagues, The Global Alliance
is on the threshold of new and expanded contributions to its member associations, their members, the public
relations profession and, by extension, to the global society. We have a very exciting and productive time ahead."
The GA will be expanding its Landscapes (http://www.globalalliancepr.org/project.php?id=1) study of public
relations around the world, publish a landmark research study of global public relations education and launch a
global sponsorship and partnership initiative. Programmes approved for study and development in 2010 include a
series of webinars, association management training and an educational co-operative among member
associations.
Mission Possible in Mediterranean
Catania, Sicily, November 13th - At a symposium on "public
relations as a support for economic development of the Euro-
Med countries," John Paluszek, Chair of The Global Alliance for
Public Relations and Communication Management , urged
delegates to "project communications and public relations as a
fundamental strategic lever in building dialogue among peoples
and countries in the Euro-Med area."

2. The symposium was the first sponsored by the newly-formed Study and Research Centre on Public Relations in
the Mediterranean Area (CERRPMED), http://www.cerrpmed.it/cerpmed/default.asp which plans to become a
"permanent observatory on the application and development of public relations and communication within and
between the countries of the Euro-Mediterranean region."
CERRPMED founding members are based in Israel, Turkey, Albania, Slovenia, Italy and Germany. The
organization plans to expand in North Africa and the Middle East.
In his keynote address, "Public Relations: The Global Profession Addresses the New World Order," Paluszek told
the symposium delegates that its mission was "precedent-setting and, perhaps, even historic." He suggested that
such inter-cultural accommodation will require "dedication, patience, creativity and compromise ... rooted in
reciprocal policy and performance."
Historic international conference looks at public relations evolution
The first International History of Public Relations Conference is to be held in July 2010 in Bournemouth UK,
bringing together academics, practitioners and research students.
Themes for the conference include alternative approaches to the history of public relations, the evolution of the
field from its early beginnings, touch points of divergence - or convergence - with other disciplines such as HR,
legal and corporate governance and seminal personalities and events that have shaped the discipline.
The conference will be held at the Centre for Public Communication Research (CPCR) at Bournemouth
University, Poole, England. More details can be found on the conference website, http://www.historyofpr.com/.
‘Dare to be great' - GA chair urges Slovenian practitioners
‘Dare to be great'. That was the challenge issued to Slovenian public relations professionals
at their annual conference in Podcetrtek in October by GA Chair, John Paluszek.
He urged delegates to grasp the ‘new normal' taking root in the world. A normality where
responsible, organisational transparency involved listening and responding collaboratively
to changing expectations and demands.
Outlining the new power-sharing relationships now commonplace in organisation's
worldwide, John highlighted the responsibilities of practitioners in ensuring that all people -
rich or poor - had the opportunity to participate in the inevitable changes that would result in
cultures and societies of all kinds.
His speech in full is available here:
http://www.globalalliancepr.org/uploads/GA%20Chair_Addressing%20the%20Global%20New%20Normal.pdf
New Echo case study measures up in Jack Felton Awards
New measurement case studies are available from the Institute for Public Relations
following the recent Jack Felton Golden Ruler Award which recognises excellence in
public relations research, measurement and evaluation.
The winning paper was submitted by Echo Research and MetLife. Two papers received
Certificates of Merit and were submitted by The Department of Defense/TRICARE
Management Activity with Fleishman-Hillard and American Express.
The papers are available on the Institute's website
(http://www.instituteforpr.org/awards/2009_golden_ruler_award_winners) and more information on the Golden
Ruler Awards is available:
http://www.globalalliancepr.org/content/1/416/institute-for-public-relations-announces-jack-felton-golden-ruler-award-winner/
PRSA advocates the business case for public relations
PRSA is excited to announce the introduction of "The Business Case for
Public Relations", a PRSA-led advocacy campaign for the public relations
industry. The Business Case is intended to foster more accurate and better-
informed perceptions surrounding the value and roles of public relations.
The goal of the Business Case 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. It was created with the help of public relations industry leaders and a wide array of PRSA
resources is now available under The Business Case for Public Relations banner. More details are available on
the PRSA website: http://www.prsa.org/Intelligence/BusinessCase/

3. News from GA-CERP
Brussels PA consultants have low expectations for autumn lobby transparency review:
Download (http://ec.europa.eu/transparency/eti/docs/review_process/090612_Epaca.pdf).
EU Commissioner for Administrative Affairs Audit and Anti-Fraud Siim Kallas considers
revising lobbying register
rules: http://www.nkvk.be/general/Convocaties/Europeanvoice%20lobby%20regulation.pdf
EU Presidency holds a seminar on Transparency and Clear Legal Language in the EU:
(http://europa.eu/rapid/pressReleasesAction.do?reference=SPEECH/09/378&format=HTML&aged=0&language=EN&guiLanguage=en).
The European Commission adopts communication on lobby register:
(http://ec.europa.eu/transparency/docs/communication_2009_en.pdf)
National governments and parliaments must cooperate with the EU institutions in communicating EU policies to
the public.
Malaysia hones in on social media
Malaysian practitioners will be scrutinizing the arguments for and against social media
in early 2010 with a two day conference
(http://www.globalalliancepr.org/event.php?id=27) designed to provide insights on
developing strategies and choosing techniques to engage the new-age customer
through social media.
This conference will present case studies from Microsoft, The Climate Project, adidas, Sony Pictures, Anna Sui,
Fairprice, Starhub and Symantec.
More details are available from the Malaysian Public Relations Consultants' Association
(http://prcamalaysia.org/index.asp?pageid=180).
1 - 2 February 2010, Sheraton Towers, Singapore and 4 - 5 February 2010, The Excelsior, Hong Kong
Positive outlook for PR down under
Australian practitioners have had a challenging year that produced diverse results in the PR
industry but they are well prepared for the year ahead, according to the latest survey just
released by the Public Relations Institute of Australia.
A year of belt-tightening and pay-cuts for staff at all levels has helped to reduce costs in tough
economic circumstances however, overall the sector is well prepared for the year ahead, with 96
per cent of PR consultancy directors taking an optimistic business outlook and as many as one in
four consultancies aiming for growth of 30 per cent or more.
The annual survey conducted by the PRIA's NSW Registered Consultancies Group has become
a yardstick for the Australian PR industry and is based on financial and operational data submitted by members.
More details http://www.pria.com.au/news/id/768
Paul Mylrea elected CIPR President for 2011
Paul Mylrea, Director of Communications for the Department for International Development,
has been elected 2011 President of the Chartered Institute of Public Relations
(http://www.cipr.co.uk)
Re-elected to her position as Treasurer for 2010 is Sally Sykes, Communications Director for
the Health & Safety Executive.
Next year Paul will serve as President Elect to Jay O'Connor, CIPR President for 2010. Paul
Mylrea has been a Board member for the last two years and is a currently chair of the
Education and Professional Standards committee with responsibility for the implementation of
education and training policies.
Sally is a Fellow of the Institute and Board member with twenty five years in active membership. She is a former
chair of CIPR North West and is passionate about professional development.

4. Featured Article
Corporate Communication in a Time of Downsizing
By Kevin Stoker & Susan Walton
Layoffs are becoming ever more common in this fiscal crisis. Using in-depth interviews of public relations
professionals at major corporations, this paper will show that companies that initiate social networks - sometimes
called alumni networks - maintain an emotional contract with present and past stakeholders [...] Read more at
http://www.instituteforpr.org/files/uploads/CorpCompassion_Downsize.pdf
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Note from the Global Alliance Center
GA Website Updates
GA member organizations are reminded that they can update their individual website pages by using the proper
login instructions. The Individual member pages can help to promote an association's projects, initiatives and
events.
The Global Alliance for Public Relations and Communication Management is the umbrella organisation linking PR
Professional Associations worldwide. The Global Alliance builds on the cooperative efforts of PR Professional
Bodies (who build on the cooperative efforts of PR Professionals) to tackle common problems with a global
perspective. By partnering with national bodies to increase professionalism in Public Relations, this Alliance
works to enhance the influence of the Public Relations industry among its constituents around the world.
http://www.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
http://www.globalalliancepr.org/