Public Relations World Congress concludes with reading of 'Dubai Declaration' on professional standards and fostering dialogue

The Dubai Declaration is built on four pillars, each aimed at ensuring best practice throughout the industry. The first calls on PR practitioners to foster the development of a culture of dialogue among all stakeholders, including clients, the media and civil society, to encourage the exchange of ideas and information for the greater good of society. The second pillar calls on the industry to recognise and utilise digital communications in a responsible and effective way to promote the free-flow of information, and ensure that Public Relations is positioned at the forefront of communications. The third pillar urges the industry to contribute to the development of young professionals and promote Public Relations as a rewarding career choice; while the final pillar calls on all PR practitioners to observe the IPRA Code of Conduct as adopted in 2011, and ensure the upholding of best practice throughout the industry.