1. PR IN THE VANGUARD How practitionerscanlead the way in the economicrecovery John Paluszek, Daniel Tisch APR and Paul Mylrea Vancouver, June2009

2. Relationship Reputation Trust Accountability Transparency Value-added public relations services

3. A PR parable

4. The challenge of control

5. GA survey: Views of PR associations Greatest opportunities Converging communications “own” social media “own” a larger functional responsibility, as a more nimble, flexible profession Use of technology New channels to reach audiences, inform/educate ourselves Need for PR is greater than ever Greatest threats Failure to stay current Lack of time for training Lack of standards Training, credentials, practice Lack of access to training & tools Loss of relevance to CEOs

6. Strategic imperatives for PR Macro-level: Elevate the profession Raise standards Share knowledge Advocate for the profession Strengthen PR industry associations Micro-level: Adapt skills & services Hone the fundamentals Watch mass culture – but dig deeper Ask the “how” questions – and answer them PR in the public interest Build business literacy Tap into need

7. What's our message?

8. Contact information John Paluszek, Senior Counsel, Ketchum, New York Chair, Global Alliance, 2009-2011 john.paluszek@ketchum.com Daniel Tisch APR, President, Argyle Communications, Toronto Chair-elect, Global Alliance, 2009-2011 dtisch@argylecommunications.com twitter: @echevarria Paul Mylrea, Communications Director, Department for International Development, United Kingdom UK representative to the Global Alliance pmylrea@googlemail.com