Finding a New Calling: PR and Change Management
There’s something exhilarating in finding that, after a 40+ year journey in Public Relations, I’m finally seeing PR hit its sweet spot in the world of Change Management. It’s not that PR wasn’t meaningful before—far from it. But there’s a natural progression I hadn’t anticipated that feels like everything’s come full circle. The Melbourne Mandate: A PR Calling for the Big Picture For those unfamiliar, the Melbourne Mandate was a sort of manifesto for PR pros worldwide, a call to arms to practice PR as something more profound and lasting. It championed trust, transparency, and ethical alignment as the lifeblood of PR work—a vision I could get behind from day one. But I’ll admit, back in the early days, this was a high bar. PR often still boiled down to the “spin doctor” tropes of corporate messaging and firefighting for a client’s image. In the background, we were all holding on to those Melbourne Mandate ideals, trying to make them our day-to-day reality. It’s taken years, but a...