The non-profit organization Global Alliance for Public Relations and Communications Management is an international association of major PR and communication management institutions based in Switzerland, which represents more than 160,000 people in the field as well as teaching and research professionals. In the second edition of the PR evening at HMKW Berlin, the organization's Chief Administrative Officer, Mateus Furlanetto, provided insight into the structure and activities of the Global Alliance. Its main tasks include the definition of global standards and definition of the PR job profile and the sharing of knowledge on the institutional and member level. The organization's main concern is to be a global voice for PR in public. Mateus Furlanetto emphasized, that "Learning is an ongoing process". The speaker provided insights into the new projects of the of Global Alliance that focus on the "Global Principles of Ethics" and on the "Global Capabilities Framework".
After the presentation, the students, among others from the program M.A. Public Relations and Digital Marketing, could get on with an informal discussion. The last rounds of questions happened with a glass of wine and in a more informal way in a "get-together" in the HMKW media lounge in Berlin.