The Global Alliance vision: One profession – one voice
Jean Valin APR, Fellow CPRS ; Chair of the Global Alliance 2004/5

There are, and will always be trends, to watch in public relations. It is part of our profession to keep a close eye on what is taking place in the public environment and within the profession. One such enduring trend is the unification of organisations and political structures. The formation and expansion of the EU is one such example; consolidation of economic interests is another. Things are no different for the public relations industry. 

"One profession, one voice". Catchy isn't it? Sounds simplistic? Perhaps, but it is a sensible notion given what is taking place around us. Little did I know eight years ago, when I began my involvement with what is now the Global Alliance for Public Relations and Communication Management (GA), that such a seemingly sensible and simple vision would be so difficult to achieve - difficult, but entirely reachable. We only needed to unite a fragmented profession, define and set some standards, share resources and knowledge, and advocate on behalf of the profession! Moreover, the forces at play in a global economy, in a post Enron/Parmalat world, demanded quick action that delivered solutions that would apply globally yet allow for specific applications in different parts of the world - a classic application of the emerging global theory of public relations: common principles, specific applications.

Yes, we realised that the profession was largely un-regulated (Nigeria, Brazil, and Panama are three known exceptions). We also knew that any organised professional representation was fractured into several specialty and regional voices and that only approximately 10% of the public relations professionals were members of any public relations or communication association - be they national, international or specialty. But somehow whenever this "one profession, one voice" mantra was repeated at every gathering of the global partners, not only did the same people come back with more and interesting ideas, but more associations joined and helped shape our mission. The rallying cry had taken flight! Moreover, the realisation that together we could accomplish what individually we could not became a catalyst for the formation of the GA.

Today the GA is a registered not-for-profit entity, has had elections for its leadership positions and has grown to more than 60 associations representing over 150,000 members. Our core members - and raison d'être - consist of national public relations associations and that is our primary concern in uniting the profession. However, given the importance of other specialty and regional bodies, we want to ensure that all have a chance to influence our work. The GA has succeeded because it does not compete with its component members. It is there to facilitate discussions, launch work groups, examine standards and share its considerable collective resources for the greater good of the profession.

We have just completed a strategic planning exercise which revealed what the priority areas that our partners from around the world foresee for the GA. Our work groups are active in several areas and due to space restrictions I will only mention a few in this article: Ethics was our first project and it resulted in the drafting and adoption of a universal standard code which is being implemented throughout the world by means of a flexible protocol (see our web site at www.globalpr.org). Setting standards is now one of our 'business lines'. Other work groups have formed around the issue of professional credentials and curriculum requirements, and corporate social responsibility. All of these areas were identified as important projects for the GA to tackle. We also made a decision to support the work done by the XPRL organisation that will in a way set standards for a whole host of definitions and procedures in order to facilitate web searches.

Another business line relates to the sharing of resources. Here we are working with our partners on a series of projects. The first is to produce a set of profiles under the banner "PR landscape" that will describe the way public relations is practised around the world in user-friendly language with web links to more in-depth information about each country. Another important project is considering the gap between research and practice by looking for ways in which practitioners can identify and post topics of prime importance to the industry that could be picked up by researchers. The flip side of this equation is that professionals need to be aware of the latest theories and research and apply these findings to their practice.

And now that we have a common voice, or a platform to achieve this vision, we can look at important benchmarking studies that may help us take an educated position and advocate for the profession. One such GA project that has been recently published on our web site is the regulation study. We have analysed in depth how three countries are regulated (UK, Italy and South Africa). The results will serve as a template for completing an eventual 'tour du monde', which, in turn, will allow for a fulsome debate on the manner in which the profession should, or should not be, regulated. Edward Bernays would be pleased!

The GA is aware that our vision will take time and will no doubt require even more of a concerted effort to be strategic in what we tackle as key projects, preferably within our lifetime and within our modest means! Already the GA has taken a position on Nike Vs Kasky - a case involving the defence of free speech in support of our members in the United States. When fundamental principles are at risk, the GA will want to lend its voice to the debate and inform relevant audiences. 

Broad participation in our work groups is not only encouraged, it is a requirement of membership. If you have an interest in helping our work groups as a volunteer, please let your organisation know and we will make arrangements.

The GA is governed by a Council that meets once a year. Meetings are usually held within an annual or special conference hosted by our national members. In turn this allows for key international speakers from the GA to be present and offer their services as guest speakers. This policy was once again adopted with our goals in mind to support our members. Our next meeting will be held in connection with the annual conference of my home country's association - the CPRS - in Quebec city from June 9 (GA council) to June 12 (10-12 for conference). Please check the conference web site at www.quebec2004.ca for further details. As is our policy, throughout the GA, members of a GA partner organisation will pay only the members rate. That makes your participation in the realisation of our vision quite affordable.

Jean Valin
Chair 2004/5
 
ENDS