The “Madrid Momentum” states that true leadership is one that achieves personal and organizational transformation as well as in societies
Experts, professionals, academics and directors in the communications industry have reached an agreement at the World Public Relations Forum 2014 (organized by the Spanish Association of Communication Directors (Dircom) and the Global Alliance on the universal principles that will lead communication and public relations in years to come. It’s been called the ‘Madrid Momentum’ and includes five statements.
The first one has to do with managing communication and public relations. A task that must aspire to be a social purpose in itself, one that serves social cohesion and promotes unity between communities.
The second one establishes how communication and public relations management can and must contribute towards social integration by listening, identifying relevant issues and also creating and sharing stories. All under the management in safe environments that benefits dialogue on the challenges that society faces.
Also, the Madrid Momentum asks in its third statement that communication and public relations professionals be responsible in finding new ways to serve their societies in an honest way.
In fourth place it establishes that when practicing communication each professional must be an authentic leader, clarifying that true leadership is the one in which transformation is achieved on a personal level but also in organizations and in society.
Finally, reflecting upon transforming leadership, the document establishes that our profession can better serve companies and organizations and by doing so also contributes towards greater social development.