* 1. Thanks for taking part in this survey by the Global Alliance for Public Relations and Communication Management.

You have been asked to answer the questionnaire because you are considered a leading public relations professional in at least one market, country, industry or discipline. It will take no more than 5 minutes of your time. All answers are entirely anonymous and cannot be traced to individual respondents.

At the 2012 World Public Relations Forum in Melbourne, 800 practitioners from 26 countries signed up to the Melbourne Mandate which defined the nature of the Communicative Organisation.

The Global Alliance for Public Relations and Communication Management wants to build on this work by moving on to define what it means to be a ‘good’ leader in public relations/communication management.

We would greatly appreciate if you can forward this link to your network of other leading public relations professionals.

What is your professional status?


* 2. What does being a ‘good’ public relations/communication leader mean? Please rank

* 3. All leaders have a skills set (things they can do technically). What are the important ones for public relations/communication leaders? List your top 3.

* 4. What knowledge does such a leader need?

* 5. These are some of the attributes that researchers have stated as important to public relations/communication leaders. Please score these where 1 is low and 4 is high

  1 2 3 4
Keeping a long-term perspective
Understanding the emerging trends
Understanding the public mood and listening to external stakeholders
Testing if the organisation lives its purpose and values
Helping shape organizational strategy
Ensuring corporate decisions are informed by stakeholder views
Ensuring the impact of potential corporate decisions are understood by organisations’ leaders
Guiding the development of a values-based internal culture
Educating others on their communication role and responsibilities
Identifying problems in the organisation’s structures, systems and processes which have a negative impact on reputation and culture
Challenging senior leaders with uncomfortable truths
Reminding organisations’ leaders of their obligations to society
Being known as an organisational problem solver
Developing an ‘authentic’ narrative for the organisation

* 6. What in your opinion is the single most important contribution that public relations/communication leaders can make to organizations?

* 7. What in your opinion is the single most important contribution that public relations/communication leaders can make to society?

* 8. What special skills do public relations/communication leaders need in your country that would be less important in other parts of the world?

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