The World Public Relations Forum (WRPF) convened by the Global Alliance for Public Relations and Communications Management is set to take place in Australia next week.  At the event, the Melbourne Mandate will be established, which will be a modern 'mandate' for organizational and societal value of public relations and communication management.

Two speakers at the WPRF are PR industry figureheads, Toni Muzi Falconi of Italy's Methodos, and Emilio Galli Zugaro of Allianz Group. Interviewed by Toni, Emilio discusses topics covered at the event, including his own organization's corporate character/DNA, corporate practice, and the importance of trust. 

"We are 122 years old and this means we have many stories to tell," said Emilio. "We were among the insurers of the Titanic or were smart investors before World War I. Together with very painful stories, like having insured SS factories in concentration camps in the Nazi period, shape a company's DNA. Once we've studied the mistakes of our forefathers, employees today are very vigilant on issues of corporate responsibility. We are all learning from the past, we want to avoid repeating past mistakes. 

"The growing interest by both external and internal stakeholders with bigger transparency has compelled communications professionals to hunt for the stories giving evidence to what we are today. But these stories have to be in sync with the corporate DNA to be credible and in order to convey a business strategy and not just being stories."

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