From a lecture at Bournemouth University 2006 to the Stockholm Accord

David Phillips

The significance of changed corporate value structures to the Stockholm AccordThe principles of Stockholm

In the new landscape of value networks*, Public Relations professionals: co-create organizational values, principles,

strategies, policies and processes; constantly report on the dynamics of stakeholder

involvement; inform, shape the organisation’s overall

communication abilities; measure, evaluate and account for results.

Understanding organisational value in the third revolution (Agnrud 2010)

The principle is not wholly new but is hugely changedInfluenced by ubiquitous interactive

communicationAutomatically comprises richness, reach,

transparency, porosity and agency (Phillips & Young 2009)

Value Networks are very important consideration (Benkler 2006, Phillips 2006, Amaral & Phillips 2010)

Relationships unlock values (including reputation)

New PR thinking

Prof Sven Hamrefors

PR for PR

Prof Toni Muzzi Falconi

PR has the core responsibilityUnderstanding the nature and significance of

values in relationships and interactions is now at the heart of organisational optimisation.

In principle, relationships optimisation is the key to all organisational evolution and success.

Relationships enable a return on value including the ROI of reputation as well as other desired outcomes.

Management of the effects on values in ubiquitous online interaction includes offline interactions in 21st century.

The Stockholm AccordsIn the new landscape of value networks*,

Public Relations professionals:co-create organizational values, principles,

strategies, policies and processes; constantly report on the dynamics of

stakeholder involvement; inform, shape the organisation’s overall

communication abilities; measure, evaluate and account for results.

The integration of the new economy and new PR

Further reading Benkler, Y 2006 The Wealth of Networks http://www.benkler.org/ accessed 2010 Phillips, D (2006) Towards relationship management: Public relations at the core of organisational

development. Journal of Communication Management, Volume 10, Number 2, pp. 211-226(16). Hofmann-SIGIR99.pdf. Available at: http://cs.brown.edu/~th/papers/Hofmann-SIGIR99.pdf

[Accessed February 15, 2009]. Latent semantic analysis - Scholarpedia. Available at:

http://www.scholarpedia.org/article/Latent_semantic_analysis [Accessed February 15, 2009]. Camarinha-Matos, L. & Macedo, P., A conceptual model of value systems in collaborative networks.

Journal of Intelligent Manufacturing. Available at: http://dx.doi.org/10.1007/s10845-008-0180-7 [Accessed January 16, 2009].

Grunig, J.E., 1992. Excellence in Public Relations and Communication Management 1st ed., Lawrence Erlbaum.

Hofstede, G. & Hofstede, G.J., 2004. Cultures and Organizations: Software of the Mind 2nd ed., McGraw-Hill.

Ledingham, J.A. & Bruning, S.D., 2001. Public Relations As Relationship Management, Castells , M. 2009 The crisis of global capitalism: towards a new economic culture? Accessed 2010

http://webcast.oii.ox.ac.uk/?view=Webcast&ID=20091028_300 Samarajiva, R 2009, How the developing world may participate in the global Internet Economy:

Innovation driven by competition. OECD http://www.oecd.org/dataoecd/39/15/44003919.pdf accessed 2010

Shirkey, C, 2009 Here Comes Everybody Penguin Amaral, B & Phillips, D. 2009 A proof of concept for automated discourse analysis in support

of identification of relationship building in blogs.  Bledcom.com accessed 2010 Amaral, B 2010 Concepts of Values for Public Relations Euprera http://www.euprera.org/?p=69

accessed 2010 The Stockholm Accords http://www.wprf2010.se/the-stockholm-accords/ accessed 2010