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People, Communication and Leadership at the centre of ProCom Day and Nordic, Baltic and Russian PR Leadership Forum

June 24, 2013


Professionals from more than 15 countries gathered in Helsinki in June for this year’s ProCom Day.


ProCom – the Finnish Association of Communications Professionals organized its annual communications seminar to run with an international track, the Nordic, Baltic & Russian PR Leadership Forum organized in cooperation with the Global Alliance for Public Relations and Communication Management. ProCom also had the honor of hosting the GA Board Meeting and Annual General Meeting in Helsinki earlier the same week.


More than 270 communications professionals enjoyed innovative and inspirational topics around ProCom’s theme of the year, People, Communication and Leadership, which was discussed from various perspectives at the seminar. Outgoing GA Chair, Mr. Daniel Tisch opened the seminar by introducing participants to the Melbourne Mandate and moderated the international program of the PR Leadership Forum.  An interview with Mr. Tisch along with an overview of the Melbourne Mandate can be listened to here


Global Alliance Chair Daniel Tisch


Communications professionals work in diverse organizations and face multiple challenges both inside their organizations and internationally. ProCom Day offered its participants ideas to tackle these challenges, as well. General Director for the Finnish National Opera, Ms. Päivi Kärkkäinen led the communications professionals into the challenging world of leadership in an international, creative organization such as the Opera and Ballet. When facing bad results, she encouraged leaders to look into the mirror, not blame employees or outside factors. When facing good results, on the other hand, she encouraged people to look out the window and thank other people, outside factors and good luck.


Ms. Päivi Kärkkäinen, General Director of the Finnish National Opera


Andrey Barannikov, CEO, SPN Ogilvy, Vice Chair of the Russian PR Association and Chair of the Russian Communication Consultancies Association, on the other hand, introduced the international audience to the opportunities and challenges in public relations in Russia. See for Mr. Barannikov’s recommendations for companies entering the Russian market here.


The future of the working life was touched upon from different angles by the best Finnish speakers of the ProCom Day. While Professor Janne Tienari, Aalto University School of Business, discussed the topic of employer branding in the era of digital and social media, Tuomas Syrjänen, CEO of Futurice Ltd. narrated the way of building a spirit of caring and continuous learning in an organization. Futurice was chosen as the best workplace in Europe in 2012. The employee perspective, on the other hand, was presented by CEO Pekka Pohjakallio, 925 Design, who introduced the audience to the idea of redesigning the work week and, in fact, getting more done without getting exhausted.


The value of communications professionals in the executive team was also highlighted at the ProCom Day. Professor Anne Gregory, newly elected Chair of GA and Director for the Center for Public Relations Studies at the Leeds Metropolitan University, raised an important question: What does it take to be an indispensable public relations leader and reach a place at the CEO’s table? Have a look at Ms. Gregory’s tips for the key capabilities for PR professionals to get into the CEO’s table and stay there


At the end of the seminar ProCom had the pleasure of holding its annual Finnish Communication Awards. Award for the Communications Campaign of the Year was granted for the Tahdon2013 (“I do 2013”) campaign for showing unique example of the influence of citizen activism in the society and remarkable example of the power of social media. Professor Sixten Korkman, Aalto University School of Business, was awarded Director of the Year for his excellent way of communicating intelligibly about the macroeconomics. More information about these and other award winners can be found here.


Thank you for taking part in the ProCom Day and hope to see you all again next year!


Kind regards,

Eveliina Kujansuu
ProCom – the Finnish Association of Communications Professionals