{"id":21761,"date":"2025-06-27T12:48:51","date_gmt":"2025-06-27T05:48:51","guid":{"rendered":"https:\/\/client.digityze.asia\/globalalliancepr\/?page_id=21761"},"modified":"2025-08-15T14:13:50","modified_gmt":"2025-08-15T07:13:50","slug":"the-melbourne-mandate","status":"publish","type":"page","link":"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/the-melbourne-mandate\/","title":{"rendered":"The Melbourne Mandate"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"21761\" class=\"elementor elementor-21761\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37f875c elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"37f875c\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;video&quot;,&quot;background_video_link&quot;:&quot;https:\\\/\\\/global.aries.id.vn\\\/wp-content\\\/uploads\\\/2025\\\/04\\\/Accredita.mp4&quot;,&quot;background_play_on_mobile&quot;:&quot;yes&quot;}\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-background-video-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<video class=\"elementor-background-video-hosted\" autoplay muted playsinline loop><\/video>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d8010d8\" data-id=\"d8010d8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8ea52ac custom-margin-scope elementor-widget elementor-widget-text-editor\" data-id=\"8ea52ac\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>GLOBAL<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc39b3d custom-margin-scope elementor-widget elementor-widget-text-editor\" data-id=\"bc39b3d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0ALLIANCE<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb93f11 elementor-widget__width-inherit custom-margin-scope elementor-widget elementor-widget-text-editor\" data-id=\"bb93f11\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>RESOURCES<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-33360bb elementor-section-full_width elementor-hidden-tablet elementor-hidden-mobile elementor-section-height-default elementor-section-height-default\" data-id=\"33360bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c3dfc14\" data-id=\"c3dfc14\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21cc53a elementor-nav-menu__align-center elementor-nav-menu--dropdown-none elementor-hidden-mobile elementor-hidden-tablet resource-menu elementor-widget elementor-widget-nav-menu\" data-id=\"21cc53a\" data-element_type=\"widget\" data-settings=\"{&quot;layout&quot;:&quot;horizontal&quot;,&quot;submenu_icon&quot;:{&quot;value&quot;:&quot;&lt;svg class=\\&quot;e-font-icon-svg e-fas-caret-down\\&quot; viewBox=\\&quot;0 0 320 512\\&quot; xmlns=\\&quot;http:\\\/\\\/www.w3.org\\\/2000\\\/svg\\&quot;&gt;&lt;path d=\\&quot;M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z\\&quot;&gt;&lt;\\\/path&gt;&lt;\\\/svg&gt;&quot;,&quot;library&quot;:&quot;fa-solid&quot;}}\" data-widget_type=\"nav-menu.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<nav aria-label=\"Menu\" class=\"elementor-nav-menu--main elementor-nav-menu__container elementor-nav-menu--layout-horizontal e--pointer-underline e--animation-fade\">\n\t\t\t\t<ul id=\"menu-1-21cc53a\" class=\"elementor-nav-menu\"><li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23186\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/responsible-ai-guiding-principles\/\" class=\"elementor-item\">Responsible AI Guiding Principles<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23188\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/research\/\" class=\"elementor-item\">Research<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23276\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/2021-the-global-pr-and-communication-model\/\" class=\"elementor-item\">Report and Initiatives<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23189\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/webinars\/\" class=\"elementor-item\">Webinars<\/a><\/li>\n<\/ul>\t\t\t<\/nav>\n\t\t\t\t\t\t<nav class=\"elementor-nav-menu--dropdown elementor-nav-menu__container\" aria-hidden=\"true\">\n\t\t\t\t<ul id=\"menu-2-21cc53a\" class=\"elementor-nav-menu\"><li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23186\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/responsible-ai-guiding-principles\/\" class=\"elementor-item\" tabindex=\"-1\">Responsible AI Guiding Principles<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23188\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/research\/\" class=\"elementor-item\" tabindex=\"-1\">Research<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23276\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/2021-the-global-pr-and-communication-model\/\" class=\"elementor-item\" tabindex=\"-1\">Report and Initiatives<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-23189\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/webinars\/\" class=\"elementor-item\" tabindex=\"-1\">Webinars<\/a><\/li>\n<\/ul>\t\t\t<\/nav>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d8c4973 elementor-hidden-desktop elementor-hidden-tablet elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d8c4973\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-50e6d3d\" data-id=\"50e6d3d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2ea1934 about-menu elementor-widget elementor-widget-sidebar\" data-id=\"2ea1934\" data-element_type=\"widget\" data-widget_type=\"sidebar.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"widget widget_nav_menu\" data-area=\"reports\"><h5 class=\"qodef-widget-title\">Reports<\/h5><div class=\"menu-reports-container\"><ul id=\"menu-reports\" class=\"menu\"><li id=\"menu-item-21770\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21770\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/2021-the-global-pr-and-communication-model\/\">2021 The Global PR and Communication Model<\/a><\/li>\n<li id=\"menu-item-21769\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21769\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/approaching-the-future-report-2024\/\">Approaching the Future Report 2024<\/a><\/li>\n<li id=\"menu-item-21768\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21768\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/global-capability-framework\/\">Global Capability Framework<\/a><\/li>\n<li id=\"menu-item-21767\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21767\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/the-melbourne-mandate\/\">The Melbourne Mandate<\/a><\/li>\n<li id=\"menu-item-21766\" class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21766\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/global-alliance-who-qualityrights-initiative-collaboration\/\">Global Alliance &#038; WHO Quality Rights initiative Collaboration<\/a><\/li>\n<\/ul><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-87dd454 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"87dd454\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-26ab0de\" data-id=\"26ab0de\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-70a423d elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"70a423d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1c85429\" data-id=\"1c85429\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0124ecd elementor-widget elementor-widget-leroux_core_section_title\" data-id=\"0124ecd\" data-element_type=\"widget\" data-widget_type=\"leroux_core_section_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-section-title qodef-alignment--left \">\n\t\t<h2 class=\"qodef-m-title\" >\n\t\t\t\t\tThe Melbourne Mandate\t\t\t<\/h2>\n\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-74bda6d elementor-widget elementor-widget-text-editor\" data-id=\"74bda6d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A call to action for new areas of value in public relations and communication management\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4829152 elementor-widget elementor-widget-leroux_core_section_title\" data-id=\"4829152\" data-element_type=\"widget\" data-widget_type=\"leroux_core_section_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"qodef-shortcode qodef-m  qodef-section-title qodef-alignment--left \">\n\t\t<h4 class=\"qodef-m-title\" >\n\t\t\t\t\tWORLD PUBLIC RELATIONS FORUM - NOVEMBER 2012 \t\t\t<\/h4>\n\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-77948d4 elementor-widget elementor-widget-text-editor\" data-id=\"77948d4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The mandate of public relations is to build and sustain strong relationships between an organisation and its publics, and, in doing so, contribute to society.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The Global Alliance\u2019s 2010 Stockholm Accords affirmed the characteristics of the communicative organisation and the value of public relations and communications professionals in management, governance, sustainability, and internal and external communication.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Today, unprecedented public access to communication presents new challenges and opportunities for organisations \u2013 and for global society. This presents a new mandate for public relations and communication management: a set of roles, responsibilities and principles hereby endorsed by delegates to the 2012 World Public Relations Forum in Melbourne, Australia.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The new mandate Public relations and communication professionals have a mandate to:\u00a0<\/span><\/p><ul><li style=\"list-style-type: none;\"><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">define and maintain an organisation\u2019s character and values;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">build a culture of listening and engagement; and\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">instill responsible behaviours by individuals and organisations.<\/span><\/li><\/ul><\/li><\/ul><p><span style=\"font-weight: 400;\">These roles are essential and interconnected: an organization must understand its character and responsibility to have meaningful engagement with its stakeholders. Taken together, these roles form an essential contribution to organisational strategy, and to society. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5213845 elementor-widget elementor-widget-leroux_core_button\" data-id=\"5213845\" data-element_type=\"widget\" data-widget_type=\"leroux_core_button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<a class=\"qodef-shortcode qodef-m  qodef-button qodef-layout--filled   qodef-html--link\" href=\"https:\/\/drive.google.com\/file\/d\/1B3jIGsBGbnG7rULv-wUtP2PVGrdU2slI\/view?usp=sharing\" target=\"_self\" data-hover-color=\"#0094AC\" data-hover-background-color=\"#FFFFFF\" data-hover-border-color=\"#0094AC\" style=\"color: #FFFFFF;background-color: #0094AC\">\n    <span class=\"qodef-m-text\">Download The Melbourne Mandate<\/span>\n    <span class=\"qodef-m-arrow\"><svg class=\"qodef-svg--button-arrow\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10\" height=\"10\" viewBox=\"0 0 9.8 9.8\"><g><path d=\"m.4 9.4 9-9\"\/><path d=\"M.4.5h8.9\"\/><path d=\"M9.3 9.4V.5\"\/><\/g><g><path d=\"m.4 9.4 9-9\"\/><path d=\"M.4.5h8.9\"\/><path d=\"M9.3 9.4V.5\"\/><\/g><\/svg><\/span>\n<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6d85cdd\" data-id=\"6d85cdd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bb95e2a about-menu elementor-hidden-mobile elementor-widget elementor-widget-sidebar\" data-id=\"bb95e2a\" data-element_type=\"widget\" data-settings=\"{&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_offset&quot;:100,&quot;sticky_parent&quot;:&quot;yes&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;],&quot;sticky_effects_offset&quot;:0}\" data-widget_type=\"sidebar.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"widget widget_nav_menu\" data-area=\"reports\"><h5 class=\"qodef-widget-title\">Reports<\/h5><div class=\"menu-reports-container\"><ul id=\"menu-reports-1\" class=\"menu\"><li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21770\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/2021-the-global-pr-and-communication-model\/\">2021 The Global PR and Communication Model<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21769\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/approaching-the-future-report-2024\/\">Approaching the Future Report 2024<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21768\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/global-capability-framework\/\">Global Capability Framework<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21767\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/the-melbourne-mandate\/\">The Melbourne Mandate<\/a><\/li>\n<li class=\"menu-item menu-item-type-post_type menu-item-object-page menu-item-21766\"><a href=\"https:\/\/client.digityze.asia\/globalalliancepr\/resources\/report-and-initiatives\/global-alliance-who-qualityrights-initiative-collaboration\/\">Global Alliance &#038; WHO Quality Rights initiative Collaboration<\/a><\/li>\n<\/ul><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>GLOBAL \u00a0ALLIANCE RESOURCES The Melbourne Mandate A call to action for new areas of value in public relations and communication management\u00a0 WORLD PUBLIC RELATIONS FORUM &#8211; NOVEMBER 2012 The mandate of public relations is to build and sustain strong relationships between an organisation and its publics, and, in doing so, contribute to society.\u00a0 The Global [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":82,"menu_order":7,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-21761","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/pages\/21761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/comments?post=21761"}],"version-history":[{"count":9,"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/pages\/21761\/revisions"}],"predecessor-version":[{"id":24670,"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/pages\/21761\/revisions\/24670"}],"up":[{"embeddable":true,"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/pages\/82"}],"wp:attachment":[{"href":"https:\/\/client.digityze.asia\/globalalliancepr\/wp-json\/wp\/v2\/media?parent=21761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}