Global Alliance’s webinar series gives students and young practitioners varying perspectives on AI and its impact on the PR industry
The advent of artificial intelligence (AI) has practically transformed the way we live, work, and communicate. In the Public Relations industry, it has also created opportunities and challenges for practitioners -- with many saying that AI could soon replace some of the work and tasks of people in various sectors, including in the PR industry.
So, how can it impact the workforce landscape of the PR industry, and how can we prepare for such change?
These questions and a whole lot more were the main points of discussion that speakers tried to address at this year’s “Student and Young Practitioner Month. Unlike in the previous editions, this year’s webinar series had panelists from the Asia-Pacific, Middle East South Asia, Africa and Europe, as well as Latin and North America sharing their thoughts and exchanging ideas on the topic. The sessions were also held for three consecutive days and with different speakers from October 24 to 27.
Organized by the Global Alliance for Public Relations and Communication Management, the Student and Young Practitioner Month aims to share timely and relevant knowledge that could benefit students and young practitioners who are keen on advancing their communications practice. It forms part of the professional development activities of Global Alliance. It is being arranged in line with the alliance’s ongoing “KNow Movement” campaign, which is designed to help allay the PR practitioner’s worries about having no movement in their careers.
Among the activities lined up during the webinar was Career Day, a career orientation seminar where panelists were asked to relate their own success stories and share tips about choosing a career in the PR industry. The speakers also shared the findings of the latest report from CIPR dubbed “Humans needed more than ever,” which revealed the impact that technology has (particularly AI) on PR and its impact on skills in the profession in the next five years.
The report found that 12% of a public relations practitioner’s total skills (out of 52 skills) could be complemented or replaced by AI today, with a prediction that this could climb to 38% within the next five years. However, fundamental human traits such as empathy, trust, humor, and relationship building still can’t be automated so “humans remain needed in the profession.”
At the end of the session, after all the panelists had shared their thoughts on the results of the survey, it was agreed that AI really has a significant impact on the PR industry -- it enables them to analyze large amounts of data quickly, which aids greatly in developing targeted messaging campaigns. However, its use also raises ethical considerations around privacy, data protection, and bias. In the end, practitioners should encourage creativity and innovation in PR strategies and campaigns, but avoid overreliance on AI-powered tools and technologies.
Another activity was Jobs Fair, where industry experts were asked to share their experiences while working in PR-related fields like investor relations, marketing, and crisis management, among others. There were also Deep Talk sessions whose main goal was to create a community of like-minded individuals talking about certain topics like PR agency work, and with members sharing or exchanging views on how to get better.
It began with the moderator sharing the results of a survey conducted by the alliance entitled “PR and Communications Insight from Around the World.”
The survey revealed that in terms of gender diversity, more women PR practitioners (as high as 91% in Finland) than men work in the PR industry globally and that there are still a number of countries that give weight to maturity and experience (in Canada, 31% belong to the 45 - 54 age bracket). It was also revealed that among the threats facing PR companies and the profession as a whole, mis/disinformation, fake news, AI, and deep fakes remain among the most common.
Through these online initiatives, the alliance hoped to give PR students and young practitioners access to activities that can help expand their knowledge and networks while also helping them develop a greater appreciation of the profession and gain a deeper understanding of the vital role that they will play once they join the industry.
Both the Career World and Jobs World discussions were streamed live via Zoom and had more than 2,000 students and young practitioner participants combined, in attendance.
You can watch the webinars on demand on this page.
Yours Sincerely,
Ana Pista
Student & Young Practitioner Month, Chair
Global Alliance Board Member
Email: ana.pista@ardent.com.ph
Student and Young Practitioner Month 2023 Live Streaming’s:
Student and Young Practitioner Month - Asia Pacific Region Live Streaming
24 October 2023 16:00 Kuala Lumpur time
Watch the webinar here:
Student and Young Practitioner Month - Africa and Europe Live Streaming
25 October 2023 15:00 London time
Student and Young Practitioner Month - Latin and North America Live Streaming
27 October 2023 16:00 Eastern time US & Canada
Below you have the video links of 2021 edition of Student & Young Practitioners Month November 2021.
World Youth PR & Communications Convention Set for November
From November 29 to December 2, 2021 the confederation of the world's major PR and communication associations, the Global Alliance, will hold IMPACT: The Global Youth Public Relations & Communications Convention as part of its Youth and Young Practitioners Month.
This is the first-ever online international convention that will engage both the professional and academic sectors in the PR and communications industry to foster effective collaboration and transfer of knowledge.
The goal is to equip PR & communications students with the knowledge and tools that will aid them in navigating the industry, and for young PR & communications practitioners to better adapt to emerging trends and new realities in their profession.
Public Relations and Its Impact
The PR industry impacts different sectors of society on a local and global scale.
“IMPACT” is highlighted as the main theme for the Global Youth Public Relations Convention. The IM from IMPACT asserts the crucial role of every PR & communications student and young professional in delivering PR efficiently, effectively, and with impact. Each PR & communications professional should use his or her influence and knowledge for the good of society.
All of this is sealed in a PACT, where PR & communications pros help usher their countries to the unconventional new normal. Professionals and students alike must strive to create meaningful partnerships to influence and affect change for good.
IMPACT - 2021 Global Youth PR Convention
29 November to 2 December 2021
PROGRAMME
Putting the Spotlight on Mental Health: Driving Conversations through PR and Communication
Presenter: Jennifer Muir, Principal Adviser, Engagement and Communications, National Mental Health Commission of Australia
Moderator: Dr. T. Serra Görpe – University of Sharjah (United Arab Emirates)
Watch the webinar here.
What's The Plan?: Understanding Crisis Communications
Speaker: Yomi Badejo-Okusanya, Group Managing Director at CMC Connect (Perception Managers)
President of APRA – African Public Relations Association (Nigeria)
Moderator: Patience Nyange, Board Member of Global Alliance (Kenya)
Approaching the Future 2021: Trends in Reputation and Intangible Asset Management
Presenter: Ángel Alloza, CEO and General Secretary of Corporate Excellence – Centre for Reputation Leadership – (Spain)
Moderator: Hemant Gaule, Dean of SCoRe – School of Communication and Reputation (India)
Maximizing Your Personal Brand
Presenters: Jacqueline Strayer, C-Suite Executive and Founder, Global Brand Convergence
Graduate Faculty Member at New York University & Columbia University (United States of America)
Mei Zhu, Digital Marketing Analyst at Kepler (China/ United States of America)
Moderator: Peter Finn, Executive Director of IABC – International Association of Business Communicators (United States of America)
Watch the webinar here.