Leading & Celebrating our Profession
25 years of Growth & Resilience
Prof Justin Green, President & CEO,
Global Alliance - Annual Report 2024
29th April 2025
Dear Members,
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.
Perhaps the greatest change I have seen as President has been how we really have now put the ‘global’ into Global Alliance. New members have come onboard from countries where Global Alliance never previously had a presence and indeed some of those newer members are now among our most active champions.
This increasingly representative global perspective is also reflected in some of the locations where we have held our flagship events. For example, the World Public Relations Forum in 2023 was held in India while Indonesia hosted the WPRF in 2024. We have had Global Alliance AGMs in Peru, Zambia, Kenya and Turkey. This isn’t just symbolic growth. Rather, it reflects a real and lasting sea change in how our profession looks and feels. There is an energy I feel during country visits now that I don’t ever recall before.
To channel and support this rising, Global Alliance now has a network of six regional and continental offices around the world that bring us closer to members who we know are the lifeblood of our Alliance.
As our profession grows, it is important that it also continues to professionalise and that is reflected in the research, education, training and development activity that Global Alliance funds and promotes. I will return to artificial intelligence (AI) again later in this note but a great example here is how we have produced and adopted Global Alliance’s ‘Principles for Ethical & Responsible Use of Artificial Intelligence’ that offer a great roadmap for embracing AI’s potential without being blind to its downside risks.
Today, the Alliance you are part of has over 360,000 members across more than 120 countries. This is a powerful network of professionals that gives us great leverage in our advocacy work for our profession where we continue to focus on responsible communications.
On the following pages you will find 25 membership highlights from 2024. I encourage you to read these as they offer a good snapshot of the work the Alliance does on your behalf.
As we reflect on 2024 and progress through 2025, it is also worth moving up a level and considering that we are now a quarter of the way through this 21st Century.
While some of the bleakest forecasts about how tech would fare during the Y2K transition from 1999 to 2000 didn’t come to pass, it is fair to say that this century hasn’t been one of unstoppable progress for humanity.
Indeed, we are living through turbulent times globally right now and our profession is certainly not immune from the whirlwind of economic uncertainty, societal divisions and cross-border conflicts that have shifted the slower moving but equally alarming climate crisis off our front pages.
How then do we as public relations and communications leaders respond to a time when mis- and disinformation are rampant? A time when none of us seem to know for sure whether AI agents are our newest hyper-efficient, undemanding colleagues or a genuine threat to our future livelihoods.
For me, grounded optimism is the way forward! What I mean by that is that while we can’t ignore the very real difficulties that are all around us, neither can we sink into despair and give up hope. Indeed, if we slide into a sense of hopelessness, that can become self-fulfilling, and the outcomes may be every bit as bleak as we expect.
Looking at some of the most pressing challenges facing society, our profession has a very clear role to play in fighting back. I am thinking, of course, here of mis- and disinformation where distorted info can race around the world far faster than the truth can ever manage.
Much of this accelerator effect stems from technology, whether that be social media that helps ‘facts’ spread unchecked at an unprecedented pace or AI which enables malicious individuals or organisations – including governments – to cheaply produce authentic-looking communications materials that act like rocket fuel for the disinformation they want to spread.
This then has very real consequences, helping distort public opinion and pollute the information ecosystem. The reduced strength and influence of traditional mainstream media outlets further exacerbates the problem as they are under increased pressure to prioritise speed over accuracy and to do more with less.
Turning to AI specifically, I think it is now clear that this technology is already having a huge disruptive impact on how we communicate but also how clients see public relations and communications.
My advice to professionals who haven’t yet adopted AI in your daily work is to do so right now. I heard an excellent quote about AI recently from a leader at Google who spoke about the one risk greater than the risks of misinformation, misuse and mistakes is the risk of missing out.
Used ethically and with appropriate safeguards, AI can help you as a leader to move up the value chain so that you provide strategic counsel at the highest level of your organisation. I also encourage you to put the time freed up by AI to productive use by upskilling and keeping up-to-speed on new trends and emerging opportunities.
With a growth mindset and a positive attitude, I have no doubt that great professionals can still build hugely rewarding careers in the new world of work. Indeed, communications and change management are often cited by tech leaders as some of the ‘secret sauce’ that determine whether projects flourish or fail. So, armed with AI, why not challenge yourself to lead rather than follow in terms of how your organisation navigates new technologies.
I also encourage you to surround yourself with other positive people as those we spend the most time with have a tremendous influence on our wellbeing but also on how we deal with change and periods of flux like the one we are all living through. Be a good friend and ally to others and ensure you have those people in your life.
To close on one more piece of advice – and it’s probably not a very surprising one from me – I urge you to stay connected with other professionals in our great global industry. We are immeasurably stronger together and at times of turbulence like those we are experiencing now, it was perhaps never more important that we stay close to, learn from and support each other.
Think of Global Alliance as yours, make your membership work for you – whether that’s by availing of our varied educational offerings through the year, attending some of our online or in-person events or otherwise engaging with our community.
We have lots to offer each other and our impact is magnified by collaborating. Throughout 2024 and continuing now in 2025, Global Alliance has continued to advocate for an increased focus by world leaders on responsible communications. The movement we lead is gaining real traction and we have been positively received by organisations as diverse as the United Nations; World Bank; African Union; European Commission; ASEAN and others.
I mentioned ‘grounded optimism’ earlier. The calibre of people I meet through Global Alliance is one of the main bases I have for being optimistic about our profession’s future. Indeed, I already see organisations increasingly rely on our guidance as they grapple with what can seem like a state of perma-crisis where each day brings at least one new challenge or threat. Our work is arguably ever more important.
Let’s enjoy it, together.
Thank you for your continued support,
Prof. Justin Green,
President & CEO,
Global Alliance for Public Relations and Communication Management.
25 Global Alliance Membership Highlights 2024
1. New for 2024 - The Lima Mandate - The Lima Mandate, established on 25 May 2024, sets forth a strategic framework to guide the Global Alliance’s initiatives and reinforce its impact across multiple fronts. It outlines Global Alliance’s strategic priorities to enhance membership value, strengthen global partnerships, and promote ethical AI use. It focuses on building leadership networks within associations and academia, improving financial sustainability, and advancing international research. The mandate also prioritises digital platform upgrades, sharing best practices, and offering capacity-building workshops. Additionally, it supports academic collaboration and advocates for Responsible Communication to become the 18th UN Sustainable Development Goal.
2. New for 2024 - Responsible Communication - On 24 July 2024, the Global Alliance, together with the Public Relations Society of America, delivered a formal address at the United Nations in New York, highlighting the call to recognise "Responsible Communication" as the 18th Sustainable Development Goal (SDG). This advocacy continued at the ASEAN Summit on 14 November 2024, where we reaffirmed the vital importance of ethical communication in global governance. The address emphasised the need for transparency, accountability, and ethical discourse as essential pillars of sustainable development and global cooperation. For 2025, meetings are being scheduled with the World Bank Group, European Commission, African Union, Mercosur, and World Health Organisation.
3. New for 2024 – Global Principles for Ethical and Responsible Artificial Intelligence - The Global Alliance has led, developed, and published the Ethical and Responsible AI Guiding Principles to provide ethical leadership for the global public relations and communication professions in navigating the opportunities and challenges of artificial intelligence. These principles, aligned with the Global Code of Ethics, aim to unify member associations under a common framework for responsible AI use. As AI continues to evolve, these living principles will be regularly updated and are intended to complement existing professional standards, member guidelines, and local regulations. This initiative was led by Global Alliance board member Bonnie Caver.
4. New for 2024 - Global PR & Communication Trends Report 2024 - The Global Alliance has launched the 2024 edition of its PR & Communication Trends and Insights from Around the World report, offering a comprehensive global snapshot of the profession. Compiled by Professors Dalien René Benecke and Corné Meintjes of the University of Johannesburg, the report draws on insights from professional associations across 21 countries and five continents, representing over 68,000 practitioners. It explores key themes including professional demographics, work environments, and evolving industry challenges. Notably, it identifies external threats such as technological disruption and fake news, alongside internal concerns like mental health and talent retention. The report also highlights emerging opportunities in AI, education, and strategic PR leadership. Serving as a forward-looking resource, the 2024 edition provides critical guidance for navigating a rapidly transforming global communication landscape.
5. New for 2024 - World Public Relations Forum 2024 - The World Public Relations Forum (WPRF) 2024, co-hosted by Perhumas Indonesia Public Relations Association, in Bali, Indonesia, concluded with resounding success, drawing 1,468 delegates from around the world. The forum featured dynamic panel discussions, compelling keynotes, and rich networking opportunities that inspired dialogue and collaboration within the global public relations community. We extend our sincere appreciation to all attendees, speakers, moderators, volunteers, and organisers whose collective efforts made this event truly memorable. WPRF 2024 not only celebrated innovation and shared expertise but also strengthened connections that will shape the future of the profession. Special thanks to Boy Kelana Soebroto and all the wonderful team at Perhumas for an amazing knowledge-filled experience.
6. New for 2024 - World Public Relations and Communication Awards - The winners of the second World Public Relations and Communication Awards 2024 were announced during a celebratory ceremony on 20 November at the World Public Relations Forum in Bali, Indonesia. This year’s awards attracted over 100 entries from around the world, with 19 outstanding campaigns and initiatives recognised across various categories. A distinguished panel of global experts and communicators selected the winners, highlighting the innovation, impact, and excellence shaping the future of public relations and communication worldwide. Among the winners, the Global Public Relations Association of the Year award was presented to the Public Relations Society of America, and the Global Public Relations Academic or Educational Institution of the Year award was presented to PRSA & PRSSA member New York University.
7. New for 2024 – Establishment of the 1st Ever University of Public Relations and Leadership - The Global Alliance for Public Relations and Communication Management and the Nigerian Institute of Public Relations (NIPR) signed a Memorandum of Understanding to enhance public relations education in Nigeria. Signed by Nigerian Institute of Public Relations (NIPR) and Global Alliance during the APRA Conference in Abidjan, Côte d'Ivoire, the agreement lays the foundation for establishing the first ever University of Public Relations and Leadership in the world. This strategic collaboration aims to support curriculum development, academic programming, and resource sharing, marking a major step forward in advancing PR and leadership education in Nigeria and across the region.
8. Global Health & Wellbeing Month (January) - The Global Alliance aimed to promote mental wellness and work-life balance among PR professionals. Today, professional communicators are experiencing significantly higher rates of poor mental health compared to other professions, due to factors such as workplace culture, job demands, and emotionally taxing content. In response, the Global Alliance organised a series of activities, including access to white papers, global news, curated articles, and a live-streamed Health and Wellbeing webinar. The webinar featured Jenny Muir (Australia) and Zarah Hernaez (Philippines), who focused on mental health, self-care, suicide prevention, and the industry-specific challenges anticipated in 2024. This programme was led by Fiona Cassidy (PRINZ – Public Relations Institute of New Zealand).
9. Global Ethics Month (February) - Throughout the month, the Global Alliance engaged in discussions around the key dilemmas faced in our profession and explored strategies for upholding integrity, fostering trust, and driving meaningful change. Topics included stakeholder expectations of corporate responsibility during times of crisis, organisational trust within the evolving privacy economy, and the business value of trust in app-based, data-driven circular models. We reviewed research highlighting communication as a critical factor in enhancing the ethical use of AI and data-driven systems. Additionally, we examined the unique communication challenges and ethical considerations posed by artificial intelligence. This programme was led by Ethics & Standards Director Kia Haring (ProCom – Finnish Association of Communication Professionals).
10. Global Trends and Communication Transformation Month (March) - Held in Madrid and organised by the European Regional Council of the Global Alliance in collaboration with Dircom, the 2024 European Communication Summit brought together leading communication professionals and national association leaders from across Europe for two days of high-level dialogue. The event highlighted international best practices, with a focus on sustainability, innovation, and reputation management. Key discussions included the proposal for a new SDG 18 on ethical and responsible communication, strategic political communication campaigns, and the evolving role of PR in combating disinformation, AI’s impact on communication, and PR’s role in addressing societal polarisation, concluding with a session on Europe's strategy against disinformation. This initiative was led and tracked by Vice President Silvia Arto (We Are Com) and the European Regional Council.
11. Education, Training and Development Months (April & May) - The months featured dynamic webinars that attracted participants from across continents, showcasing cutting-edge discussions on AI integration, influencer marketing, evolving PR tools, and digital content strategies. Emphasising the importance of academic-industry collaboration and curriculum adaptability, the events provided actionable insights and innovative solutions to address the profession’s most pressing challenges. The shared resources and knowledge not only enhanced the competencies of Global Alliance members but also contributed to the broader global communication community. This initiative was led by Gesille Sedra Buot (APRN – ASEAN Public Relations Network) and the Asia Pacific Regional Council.
12. Technology and PR Month (May) - As part of Global Alliance’s Technology and Public Relations Month, the webinar "How Technology is Shaping the PR Profession," held in collaboration with Nebrija University (Spain), brought together global PR leaders to explore the transformative impact of technology on the profession. Moderated by José Manuel Velasco, Immediate Past Chair of the Global Alliance, the panel featured distinguished speakers from Malaysia, India, Kenya, Canada, and Spain. Discussions centred on how emerging technologies are reshaping communication strategies, enhancing stakeholder engagement, and redefining the skills required for future PR professionals. The session highlighted the growing need for adaptability, digital fluency, and ethical considerations in an increasingly tech-driven communications landscape. This month was led by José Manuel Velasco (Dircom – Spanish Association of Communicators Directors).
13. Diversity, Equality & Inclusion Month (June) - The Global Alliance’s June 2024 Diversity, Equality, and Inclusion (DEI) webinar series brought together communication professionals from 32 countries for an enriching exchange of best practices, strategies, and insights. The sessions — Digital Inclusion, Best Practices in DEI and Public Relations, and The Communication Profession through Legislative Inclusion — highlighted innovative approaches to fostering inclusion in the PR field. With wide global participation and expert contributions from speakers and moderators, the webinars offered valuable, actionable content now available on demand. The success of DEI Month underscores the importance of continued global dialogue and collaboration in advancing equity and inclusion across the communication profession. This initiative was led by Irene Lungu Chipili (ZIPRC – Zambia Institute for Public Relations and Communication).
14. World PR & Communications Month (September) - Marked by a vibrant and inspiring World PR & Communications Month, uniting the Global Alliance community in meaningful dialogue, collaboration, and advocacy. Key highlights included the introduction of the 2024–2025 Board of Directors, a strong call at the United Nations for the recognition of “Responsible Communication” as the 18th Sustainable Development Goal, and the global launch of the Approaching the Future 2024 report on reputation and intangible asset management. With enthusiastic contributions from across the globe, the month demonstrated the profession’s vital role in shaping a more ethical, transparent, and inclusive future. This initiative was led by My Nguyen Khoa (VPRN – Vietnam Public Relations Network).
15. Student & Young Practitioner Month (October) - The Global Alliance concluded its 2024 Student and Young Practitioners (SYP) Month under the #NextInLine initiative, highlighting the future of PR and reinforcing its commitment to responsible communication as aligned with the UN Sustainable Development Goals. Key events included the Hero Web Conference, which brought together over 1,500 participants for global discussions on ethical PR and AI, Rocket Forums held across multiple continents focusing on regional perspectives and the signing of the Responsible Communication Manifesto, and the #NextInLine Responsible Communicators’ Recognition, honouring 36 young professionals for their contributions to ethical PR. This initiative was led by Ana Pista (PRSP – Public Relations Institute of the Philippines).
16. The Best of Education & Training Month (November & December) - Demonstrating its ongoing commitment to professional growth, the Global Alliance launched the Best of Education, Training & Development Month, a global initiative aimed at enriching its members with expert insights and practical knowledge. The programme featured over 250 sessions led by renowned public relations and communication professionals from around the world. The month offered a diverse range of learning opportunities, reinforcing the Alliance’s dedication to continuous education and global knowledge-sharing within the PR and communication community. This month was led by the engine and heart of the Global Alliance, CAO Mateus Furlanetto.
17. Academic, Educational and Training Accreditation - Global Alliance’s Academic & Research Council - The Global Alliance, through its Academic & Research Council, continues to advance global standards in public relations education and training, reinforcing its mission to elevate professional excellence worldwide. Chaired by Dr Wole Adamolekun (Elizade University, Nigeria), the Council includes esteemed academics such as Dean & Prof Dr Amybel Sánchez de Walther (Universidad San Martín de Porres, Peru), Prof Anthony D’Angelo (Newhouse School of Public Communications, Syracuse University, USA), Dr Ángel Alloza (Corporate Excellence – Centre for Reputation Leadership, Spain), Dr Rene Beneke (University of Johannesburg, South Africa), and Global Alliance President & CEO, Prof Justin Green (CPRE – Commission Public Relations Education, USA & PRII – Public Relations Institute of Ireland).
Congratulations to the Public Relations Society of America (USA); Chartered Institute of Public Relations (UK); Universidad San Martín de Porres (Peru); European Institute of Communications (Belgium & Ireland); School of Communications & Reputation (India); University of Liberal Arts Bangladesh (Bangladesh); and Socially Mobile Community Interest Company (United Kingdom) who each received platinum standard accreditation for their outstanding programmes.
18. Regional Councils - The Global Alliance’s six Regional Councils continue to play a vital role in fostering collaboration and advancing the profession across key global regions. Chaired by distinguished leaders — Africa (Irene Lungu Chipili, Zambia Institute of Public Relations and Communication); Asia Pacific (Jaffri Osman, Institute Public Relations Malaysia); Europe (Silvia Arto, We Are Com); Middle East - South Asia (Amith Prabhu, The Promise Foundation); Latin America (Hamilton dos Santos, Brazilian Association for Business Communication); and North America (Bonnie Caver, Reputation Lighthouse) — each council holds regular meetings to address regional priorities, share best practices, and contribute to the global development of public relations and communication management.
19. University and Association Talks - Throughout 2024, the Global Alliance engaged with practitioners and students around the world, presenting the work of the organisation and discussing emerging trends in the field of public relations and communication. Our international outreach included meetings with the Public Relations Student Society of America – Peru Chapter and Universidad San Martín de Porres in Lima, Peru; the Public Relations Institute of Southern Africa in Johannesburg and Cape Town, South Africa; and participation in the 60th anniversary celebration of the Nigerian Institute of Public Relations in Abuja, Nigeria. We also took part in the East Africa Public Relations Week, hosted by the Public Relations Society of Tanzania in Arusha, Tanzania. Additionally, we engaged with students at the LSPR Institute of Communication and Business in Jakarta, Indonesia, and held discussions with the Thailand Public Relations Association and Chulalongkorn University in Bangkok, Thailand.
20. Regional Offices - The Global Alliance maintained the six regional offices operating in Nairobi, Kenya (Africa); São Paulo, Brazil (Latin America); Gurugram, India (Middle East-South Asia); Jakarta, Indonesia (Asia); and New York, USA (North America), along with its existing head office in Lisbon, Portugal (Europe). Thank you to our local partners and associations whose continued support is greatly appreciated.
21. Approaching the Future 2024: Trends in Reputation and Intangible Asset Management - Based on insights from nearly 2,200 professionals, including 40% senior executives, and 11 industry experts, the report explores the increasing strategic relevance of intangible assets — particularly corporate reputation and reputational risk — in today’s business environment. For the first time, artificial intelligence (AI) is featured among the top nine trends, reflecting its growing impact. With 60% of respondents identifying reputation as the most important intangible asset, and 70% noting its rising importance over the past three years, the report underscores the need for organisations to prioritise resilience, ethical leadership, and long-term value in an era of rapid transformation. Created by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and worldwide partner Global Alliance.
22. Global Alliance Public Relations and Communication Model - The Global Alliance PR and Communications Model provides a strategic roadmap and outlines the foundational elements of public relations and communications functions, essential for building differentiation, reputation, trust, and social legitimacy. To date, the model has reached over 65,000 public relations and communication professionals, academics, CEOs, and students worldwide. Its development was led by Dr Ángel Alloza and Dr Clara Fontán of Corporate Excellence – Centre for Reputation Leadership (Spain).
23. Corporate Governance & Compliance - We are committed to enhancing our structures, offerings, and business model. Accountability, transparency, and sound corporate governance are paramount to us as a member organisation. This year, the Global Alliance had the opportunity to host an in-person board meeting and AGM in Lima, Peru, and an in-person board meeting in Bali, Indonesia. During the year, we also reviewed and updated our 14 organisational policies to ensure continued alignment with best practices.
24. Membership Growth & Financial Stability - Throughout 2024, we experienced notable growth, marked by the expansion of programmes and successful membership drives. As our membership continues to diversify and expand, there is an increasing need to maintain a strong foundation to support ongoing reinvestment and ensure long-term sustainability. We would like to welcome the new members: Apriori World (Croatia), Canadian Association of Communicators in Education (Canada), Cause Impact (Kenya), GP Communications (Vietnam), Hanan Hasan (Bahrain), Socially Mobile Community Interest Company (UK), Universidad de Lima (Peru), and We Are Com (France).
25. World’s First Online History of Public Relations - A joint initiative with the Museum of Public Relations (USA), now at 120 Wall Street, New York City. The digital resource, hosted on the Museum’s website, documents our members’ evolution, the pioneers, and the impact of the profession across dozens of nations throughout the world. Special thanks to the Public Relations Society of America for their continued support.
Ends.