Leading & Celebrating our Profession - 25 years of Growth & Resilience

Prof Justin Green, President & CEO, Global Alliance - Annual Report 2024

As we enter our 25th year (marked as the ‘silver jubilee’ in some cultures), it is my great honour to present the 2024 annual report of your Global Alliance for Public Relations and Communication Management. With your steadfast support and active involvement, 2024 was another year of growth for our Alliance in terms of our membership, our service offering, and the reach and impact achieved through our global advocacy.

As I reflect on another year of accomplishment with your support, I am also reminded that it is now almost six years since I had the tremendous privilege of being elected Global Alliance President in 2019. You will recall that a global pandemic came into all of our lives soon after that. This meant my early months and years as President coincided with a major public health emergency that challenged all of us to think differently about how we lived and worked.

Global Alliance evolved our member offering to better reflect the new realities of global business and that journey continues.

Shaping the Future of Communication: A Dialogue Ahead of the European Summit in Venice

AI, ethics, and the future of communication: a dialogue ahead of the Global Alliance’s European Summit and AI Symposium, set to take place in Venice this May.

This interview opens the communication campaign leading up to the European Communication Summit and the AI Symposium taking place in Venice on 16 May 2025.

Bonnie Caver, SCMP, IABC Fellow, - former chair of the International Association of Business Communicators, board member of the Global Alliance for Public Relations and Communication Management and co-facilitator of the session that will shape the Venice Pledge, a global commitment to ethical and responsible AI in communication — is interviewed by Lorenzo Canu, a Master’s student at the University of Amsterdam, currently writing a thesis on the EU’s Trusted Flaggers mechanism and General Coordinator of FERPILab.

Time to Take Leadership: Trust and Transparency in the Era of the Green Regulation

by Petteri Lillberg

Five years ago, I co-authored a pioneering book on the role of brand and communications professionals in addressing the climate crisis. While the book was reflective and critical, its tone was optimistic and encouraging. It made the case that private enterprise and the business community, rather than governments or nation-states, were the most effective actors in tackling climate challenges.

Fast forward five years, and two things are clear. We have yet to solve the climate crisis, and instead of free markets leading the charge, the European Union is placing increasing faith in regulation. While markets outside Europe may operate under more relaxed regulatory environments, my recent discussions with partners, clients, and experts in the U.S., Latin America, and China confirm that the EU Green Claims Directive is redefining the rules of engagement. As a top business school professor I talked to in New York poignantly put it, the directive has "the potential to become a world law for all and any business wishing to expand internationally."

Security communication and ethics

by Tommi Lehtonen

Numerous crises around the world, including the wars in Gaza and Lebanon, the war in Ukraine, the climate change, and the Covid pandemic, have intensified people’s feelings of insecurity and uncertainty, attracting substantial worldwide attention. Wars, viruses, and natural disasters have produced an atmosphere of insecurity, posing challenges for public authorities in particular. The news media and social media have a significant impact on citizens’ perceptions of safety. Many security and resilience challenges require effective organizational communication. The rising demand for security makes the ethics of security communication an urgent concern.

International research shows that individuals and communities cherish and aspire to security (Pew Research Center 2019, Pinker 2018). Security is a value, or a feature that is seen advantageous and desirable. Citizens are interested in security issues, therefore communication about and for security has importance. Despite this, not everyone is concerned about safety, and many people love adventure and risk-taking in proper situations. People can also erode security by their own activities, even on a global scale, as seen by the climate crisis and environmental destruction. Therefore, simply valuing security does not guarantee its protection. At the same time, we can and should evaluate all human activity, including security efforts and communication, from an ethical standpoint.

The President’s 2025 New Year Address - A Celebration of 25 years of Global Alliance and our Profession

2025 marks Global Alliance’s Silver Jubilee Anniversary - a significant milestone that marks a quarter of a century - 25 years of success, growth, and resilience… welcome to Global Alliance.

Friends and colleagues, it’s that time again when we reflect on the year ending and look forward to the 12 months ahead.

We have lived through a quarter of this 21st Century!

2024 has seen lots of turbulence around the world and lots of rapid change.

What the year has also seen is lots of amazing work in public relations and communications around the world.

Our profession, which is all of you reading this, has stood up…in defence of truth…in defence of accuracy…. and in defence of fairness.

The President of the Republic of Indonesia Prabowo Subianto represented by the Minister of Communications and Digital of the Republic of Indonesia Meutya Hafid addresses 1,468 delegates from 26 countries at World Public Relations Forum 2024

I'm speaking at this forum on behalf of the president of the Republic of Indonesia, who is unable to join us today for an important official visit abroad, and I extend the president's greetings to all participants of the World Public Relations Forum. I was told by Justin that there are more than 26 countries who are sending the representatives here. So again, very well very warm welcome to you all. It's an honor to stand before this distinguished forum and share insight on how Indonesia cultivates its national identity through culture, values, and history to shape global perspective of our nation. In this era of rapid digital transformation, unprecedented opportunities exist to showcase a nation's cultural heritage on the international stage.

Recognizing this potential, Indonesia is actively accelerating its digital transformation to enhance all sectors including cultural domain. Indonesia's cultural heritage is remarkably rich and diverse. As of 2024, the nation has formally recognized almost 2,000 intangible cultural heritage. 13 of which have been inscribed on UNESCO's representative list of the intangible cultural heritage. The government is committed to identifying and also authenticating further intangible cultural heritage with a goal of registering 1,238 items by the end of 2024.

Opening Address World Public Relations Forum 2024 – Bali, Indonesia by Prof. Justin Green, President & CEO, Global Alliance

Ladies and Gentlemen, distinguished guests from around the world, whether you have travelled from near or far, from those of you who travelled from North American, Europe, the Middle East, South Asia, Latin American, Africa and of course Asia-Pacific. A very special warm welcome, to those of you at home here in Indonesia. I am delighted to have this wonderful opportunity to address you here this morning.

On behalf of Global Alliance, representing over 360 thousand Practitioners, Academics, Students and Organizations across 126 countries, I want to begin by thanking Sir. Boy (who’s a Giant of a Man), and all his colleagues from our co-hosts Perhumas, the Indonesia Public Relations Association.

One of the greatest and proudest changes I have seen through my time as President, has been our organization’s growth, and it becoming truly global.

Last year, we held the World Public Relations Forum in India. Recently, we’ve hosted AGM’s in Peru, Turkey, Zambia and Kenya. One of Global Alliance’s greatest successes, was establishing our six Regional Councils and offices around the world.

Opening Remarks World Public Relations Forum 2024 – Bali, Indonesia by Boy Kelana, Chairman of Perhumas Indonesia

On behalf of Perhumas, the Indonesia Public Relations Association, it is an honour and pleasure to welcome you all to this year's World Public Relations Forum, on this beautiful island of Bali, where tradition meets innovation, and where, I hope, you will find inspiration and collaboration for the journey we are on together.

Today we are at the Grand Opening of the World Public Relations Forum 2024. It is the second day conference, as yesterday we had a very productive session of the Global Communication Knowledge Conference.

We are excited to welcome so many accomplished leaders and professionals from around the world to Indonesia, as we explore this year's theme, “Purposeful Influence for the Common Good.”

Today, Public Relations has evolved beyond strategic communications and stakeholder engagement has become an engine of positive and meaningful change that reaches every corner of our society.

Sitting on a global Board

By Steven Shepperson-Smith, FCIPR, Chart.PR

This is a hill I will die upon. You have not had the full Board member experience until seeing a colleague present a report using the medium of hip hop.

My Nguyen Khoa is the Chairman of the Vietnam Public Relations Network. He is a highly experienced and respected PR consultant, with an impressive 20+ year career working in government communications and for major multinationals, including as the former Director of Communications and Public Affairs for Coca-Cola in South East Asia. But it’s 8pm in Hanoi (lunchtime in London) and he wants to both relax and entertain his fellow Board members.

President Addresses the United Nations supporting global calls for ‘Responsible Communication’ as the new 18th Sustainable Development Goal (SDG)

by Justin Green

The world must respond to the harm caused by the spread of online hate and lies while robustly upholding human rights,” said the United Nations Secretary-General António Guterres on 24th June 2024.

“The United Nations Global Principles for Information Integrity aim to empower people to demand their rights. At a time when billions of people are exposed to false narratives, distortions and lies, these principles lay out a clear path forward, firmly rooted in human rights, including the rights to freedom of expression and opinion.”

Revolutionizing Public Relations: The Impact of Technology

by Aakriti Bhargava

In the fast-paced realm of public relations (PR), technology has emerged as a game-changer, reshaping traditional practices and propelling the profession into uncharted territories. According to recent industry reports, over 80% of PR professionals believe that AI will fundamentally change the industry. At the forefront of this technological revolution stands AI, poised to disrupt and transform PR strategies like never before. As the founder of Wizikey, I've witnessed firsthand how our AI and tech capabilities are empowering PR professionals to achieve more with less, revolutionizing the way they strategize, research, write content, distribute information, analyze data, and report results.

The new technologies can take human creativity to new heights.

by Jorge Álvarez-Naveiro

I declare myself rational techno-optimist, because without ignoring the challenges in adopting new technologies, I see in them the key to sustainable, equitable and humane growth.

Rational techno-optimists believe, as part of our manifesto, that technology is, in essence, an extension of our humanity. An expression of our ingenuity and capacity for innovation.

TECHNOLOGY IS ACCELERATING PR GROWTH IN AFRICA

 by Peter Mutie

Technology and Public Relations in Africa are intertwined in the continent's development narrative. Over the past few decades, Africa has witnessed a remarkable surge in technological advancements, coupled with a growing need for effective communication strategies to amplify its progress, address challenges, and shape perceptions. Let us sample some of the progressive developments witnessed in the continent in this sphere.

In September 2023, I co-authored ‘Humans still needed-more than ever’, in which we found that close to 40% of public relations activities were assisted by AI. No activity has been totally replaced by AI. We also found a low level of adoption by professionals and a slow increase in take up of AI assisted tools, suggesting a cautious approach. A recent Microsoft study reported that adoption starts if users see an eleven minute productivity gain.

As the keynote speaker at ZAMBIA INSTITUTE OF PR & COMMUNICATION CONFERENCE (ZIPRA) recently, I also spoke on artificial intelligence and its impact on our profession as PR professionals. In an era defined by rapid technological advancement, the integration of artificial intelligence (AI) into the realm of public relations (PR) and communication presents a compelling dichotomy—whether it poses a looming threat or an unprecedented opportunity.

In recent years, as we all know, the field of Public Relations (PR) has undergone a profound transformation due to technological advances. These developments have changed the way organizations communicate, monitor, measure and manage public perceptions. The wide-ranging impact of technology on PR can be seen in everything from communication tools, data analytics, social media, artificial intelligence (AI), and ethical considerations.

Each year that I have the privilege to present our Global Alliance annual report gives me a chance to reflect on where our great profession of public relations and communications is at and where it is going next.

Each year I also seem to be writing about a rapidly-changing world where violent conflicts, geopolitical crises and the climate emergency are all part of the big picture that we all live and work in.
This year is no exception. We are constantly seeing evidence to support the assertion by the Canadian leader Justin Trudeau that the pace of change has never been faster and will never be as slow again.

On behalf of the Public Relations Institute of Southern Africa (PRISA), I would like to express our sincere gratitude for your recent visit to South Africa.

We were honored to have you participate in various activities and share your valuable knowledge and expertise with our members during the sessions held in Johannesburg and Cape Town. Your insights were invaluable, and the members greatly appreciated the opportunity to learn from you.

In all the hype around Artificial Intelligence systems communicators as guardians of organisational reputation need to keep a laser focus on the implications for publics.

The issues
The potential for long term reputational damage is high when considering implementing AI systems in governmental services. These could be health, policing, social care, mental health, housing and benefits. All services which are critical to citizens.

Climate change has been recognised as a global threat changing weather patterns, disrupting the usual balance of nature, impacting economic sectors and food security. This poses many risks to human beings and all other forms of life on earth. Human activities have been the main driver of climate change, primarily due to the burning of fossil fuels such as coal, oil, and gas.

Member states (or Parties) of the United Nations Framework Convention on Climate Change (UNFCCC) met at the Conference of Parties (COP28) from 28th November to 12th December 2023 in Dubai, United Arab Emirates.