6th World Public Relations Forum

Monday, 14 June 2010


Sunday, June 13th
6 pm – 8 pm: Clarion Sign Hotel (Forum headquarters). Early-arrival reception, an opportunity to network and enjoy Swedish hospitality.

Monday, June 14th
9 am: Registration

10 am: Official opening of the Forum: Welcome and Program Introduction by John Paluszek, chair of Global Alliance and Cecilia Schön Jansson, chair of the Swedish Public Relations Association.

Part 1: The world as a network
In this new decade, organizations operate in a world interconnected in multiple
directions and dimensions. This complex, networked society, offering communicators an unprecedented leadership opportunity, will be examined by:

• Brian Solis, Principal, FutureWorks; analyst on the convergence of public relations, traditional media and social media.
• Sven Hamrefors, professor, Mälardalen University (author of “Business Effective Communications”).
• Robin Teigland, research leader on virtual worlds, Stockholm School of Economics.

Part 2: The organization in the networked world
To survive in the networked world the organization needs to develop its communicative abilities. The values of the communicative organization must be lived in constant dialogue within – as well as with customers, partners and other stakeholders.

• Keynote Speaker: Mervyn King, Chairman of the King Committee on stakeholder relations; former Supreme Court Justice of South Africa.
• Bjorn Edlund, Executive Vice President Communications, Royal Dutch Shell plc,

Stockholm Social Highlight
At 7 pm on the first evening of the Forum, Monday, June 14th, officials of the City of Stockholm will warmly welcome Forum delegates at a gala reception at Stockholm City Hall.

The charm of the city on an evening when the sun hardly settles, one of the most celebrated holidays in Sweden, will be further enhanced by the aura of celebration associated with the impending wedding, on June 19th, of Princess Victoria and her fiancé Daniel Westling.

Tuesday, June 15th
Part 3: The Communicator
The responsibility of the communicator in the successful networked organization will be crucial and multi-faceted – as system builder, mediator, coach and influencer. This exciting leadership challenge will be addressed by:

• Anne Gregory, Professor and Associate Dean, Leeds University (U.K.)
• Ronel Rensburg, Vice President, Public Relations Institute of Southern Africa
• Peje Emilsson, Executive Chairman, Kreab Gavin Anderson Worldwide (Sweden)
• Keynote Speaker: The Honorable Carl Bildt, Foreign Minister of Sweden

Part 4: The Way Forward: “The Stockholm Accords”
“The Stockholm Accords” will be scale-able – applicable at virtually every level the communicator’s responsibility, from marketing to public diplomacy.

The Forum will conclude with an in-depth discussion of a final draft of the “Accords”, including leaders of public relations national and international organizations presenting insights as to how their organizations will apply and promote the “Accords” in the coming years.


Carl Bildt. Photo: Pawel Flato.Carl Bildt, foreign minister of Sweden and former Prime Minister of Sweden and mediator in the Yoguslav Wars. Carl Bildt has like few other politicians adapted to the complex network of stakeholders around him and has a firm grip of his communication. He started blogging in 2005 and his blog Alla dessa dagar is one of Sweden´s most read blogs where he lets the reader take part behind the scenes of international politics. 

Björn EdlundBjörn Edlund is Vice President Communications at Shell, a company with over 100 000 employees world-wide. Prior to this he was Head of Corporate Comunications at Asea Brown Boveri (ABB). "Relations have real value", he said in a recent interview, and stated that in the networked world, we will see a deepening into psychology from today's sociology-based communications

Peje EmilssonPeje Emilsson, founder of Kreab and Executive Chairman of
Kreab Gavin Anderson Worldwide. Has received numerous aknowledgements such as Sabre Awards and H.M. The King's medal, but claims PR is all about common sense and experience.

Anne Gregory is one of Great Britain´s most appriciated professors and head of Europe´s largest academical institution for PR. Originally a journalist, she´s been a PR-professional since the 1980´s. Over the years many things have changed, but not Annes passion for communication. "It´s a privilege to work with something that defines us as humans", Anne says.

Sven Hamrefors, professor on innovation and communication at Mälardalen University. Has done ground-breaking research on the communicative leadership and where the communicator fits in. "You won´t be offered to be on the management team because you write good press releases", he states.

Mervyn E. King is senior counsel and former judge on the Supreme Court of South Africa, and Chairman of the King Committee on corporate governance in South Africa. Member of the private sector advisory group on corporate governance to the World Bank, Chairman of the Eminent Persons Group to review the governance and oversight of the United Nations. "People, planet and profit are inextricably intertwined" he wrote in the King III Report, launched in september 2009.

Ronél Rensburg is Vice-President of Public Relations Institute of Southern Africa and holds various titles in the international communications arena. She currently specialises on the role of reputation management and stakeholder engagement in corporate governance. “Although modern electronic media have taken over the world and people find themselves wired-up and more connected than ever before, the art of speechmaking is still important”, Ronél says.

Brian SolisBrian Solis is Principal of FutureWorks, a PR and New Media agency in the US, and writer of the blog PR 2.0. Solis is globally recognized for his views and insights on the convergence of PR, Traditional Media and Social Media. “Attention is the new currency”, he claimed when last visting Stockholm in May 2009.

Robin Teigland, Associate Professor at the Stockholm School of Economics (SSE). She has researched and lectured on social networks and their relationship with strategy and performance for more than ten years and perform one of her research projects entirely in Second Life. "If you love knowledge, set it free", is Robin´s motto.

Beata Wickbom, "Queen of Internet and Social Media", will guide us through these two days. Beata is senior adviser on web and social media at Pool and highly engaged moderator.

John Paluszek, Global Alliance chair and senior counsel at Pubilc Relations Agency Ketchum in New York.

Cecilia Schön JanssonCecilia Schön Jansson, chair of the Swedish Public Relations Association and Group Senior Vice President Corporate Communications and Public Affairs at SAAB AB.  

More speakers to presented soon.


Contact Details

Payment Instructions

  • Registration fee before or on 10 February: 500 euro incl. VAT. Registration fee after 10 February 700 euro incl. VAT.

    Hotelrooms have been blocked for the conference delegates at a special rate. Read more under "Participation" and read your confirmation e-mail carefully not to miss this offer. Hotelrooms are scarse this week in Stockholm due to other events.

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