What's important? A Standard? Guidelines or to know that what you do meets internationally recognised Best Practice? Easy to get confused with terminology.
There is a lot of work going on within the media community on standards at the moment by internationally regarded researchers and that is always to be welcomed.
To find a way forward I went back. I remembered how in the 90's I developed a company-wide best practice framework which conformed to and was approved by, an international standards body (the British Standards Institute). Best practice, a mandatory framework and conforming to an International Standard all in one. See how confusing it can get.
The initiative was conceived it as a way of laying down best practice to be followed by all professionals in our fast developing PR Group so we knew we delivered great work across the business. It didn't stifle the creatives but what it did was give us a consistency in our work and in our client service.
I was working through a new concept for AMEC's European Summit last night and headed my draft, "Game Changer." It's not - that would be preposterios tosh on my part.
What I came to realise instead is that the way forward is likely to require a boldness in what you already believe in to help educate the global marketplace. To achieve that it is likely that you must seek the balance between best practice and a blend with company proprietary creativity.
But above all, to believe in what you believe in and make it happen!
Either way the Dublin European Summit will be interesting.