First and foremost, it was our great pleasure to welcome you as Global Alliance's representatives to Ho Chi Minh City, Vietnam, from November 10 to November 14, 2022. We hope that Vietnamese cultural and historical beauty and the enthusiasm of our PR practitioners have brought you an unforgettable experience.
I'm not going to draw you a picture of the current situation you know so well: pandemic, war, inflation, purchasing power and ecological problems. This affects governements, organisations, companies, and of course, the communication industry. How is our profession transforming? What are the main trends impacting our profession and how can we adapt to them?
In today's business world, individuals and their creative intelligence are accepted as the biggest capital. Although this fact, which forms the basis of the communication sector we belong is not new to us, it is becoming valid for all business life, regardless of the sector is of great importance. So, what connects a person to the company they work for and nurtures and activates their creative intelligence? Diversity, equality and inclusion (DEI) is the answer to this question. Research shows that the leading companies in the Diversity and Inclusion indices have increased their market shares by 45 percent and their success rates in new markets are 70 percent higher than companies that do not adopt this principle.
It was visionary to have Global Alliance to designate a month in our calendar of activities to celebrate diversity. Therefore, as we navigate though the diversity, inclusion and equality month this June, can only be fully encouraged and motivated by the beauty that diversity bestows on us as PR and communication professionals.
When I wrote the equivalent message to this in the first half of 2021, we were all heavily focused on the COVID-19 global pandemic and the hope that mass vaccination held out. The outlook, however tentative, on that front has seldom been more favourable than it is today. However, we are now – of course – grappling with a new wave of global uncertainty arising from the war in Ukraine.
In Spain when a person is relevant we say that "he/she paints a lot". Elina Melgin paints a lot, not only in the Communication and Public Relations industry, but also as a hobby. If you think of a leader in PR in the Nordic countries, the name Elina comes up spontaneously. She is one of the most experienced public relations professionals in Finland and contributes to the development of the profession through her leadership of ProCom for the last 17 years and her academic activities. Her experience and intellectual capacity are reflected in the answers that follow, which share an ethical and committed vision of public relations and are a good guide for professionals in the sector to follow.
This year, the world’s PR professionals have shared their thoughts on key trends transforming our industry and shaking up our old ways of working and thinking. For instance, the effects of the pandemic on the workforce, the influence of artificial intelligence and big data with the digitalization and social media development, the impact of fake news and mis/disinformation with the rising crisis, plus the evolving role of communications with the increasing blurring lines between PR and marketing. This is pushing us to advance our skills.
Over the years, communication strategy has become more scientific in its approach. The use of technology, tools, data and insights has become a key part of communication strategy. ‘There is an app for that’ conversations are no more avoidable for those who keep track of the comms tech space development.
For rapidly growing numbers of increasingly well-informed and environmentally-conscious consumers, the environment - and environmental accountability – are important concerns. These consumers will only support transparent, authentic and honest companies that are environmentally accountable and do not harm - or profit at the expense of - the environment or people.
Lisbon, 01 March 2022 – The leadership of the Global Alliance for Public Relations & Communication Management has witnessed with growing horror over recent days as the Russian invasion of Ukraine has continued with mounting loss of human life and a growing humanitarian crisis as hundreds of thousands of people have been forced to flee their homes.
As a chairperson of the Global Alliance for Communications and Public Relations Management of Europe, I led the very first Global Trends & Communications Transformation month in March 2021. This year, together with the European Regional Council, we are launching the second edition in March 2022, it is a good opportunity for me now to remind you of the main insights we got in 2021 in order to compare the evolution between the two years.
When I delt for the first time with José Antonio Llorente I was expecting to find a communicator, but I found mainly a business man. Actually, José Antonio are three persons in one: a business leader, a communicator and an innovator. Regarding the third one, perhaps José Antonio would have preferred to talk about disruption instead of innovative evolution, but I believe he has the capacity to change the mindset of a PR professional step by step, almost without realizing that he is changing your way of thinking and acting… smoothly.
José Antonio Llorente is the smartest PR leader I have ever met. His answers show why LLYC, the company he founded and managed, is leading the Spanish and Latin American market.
Social marketing and communication: Community approach means working together with beneficiaries and communities. How to get citizens to work for the common good and endure psychologically in a crisis?
The ethical point of view means that sometimes people have to set aside their interests and act in the best interests of others. That is crucial in the battle against the Covid-19 virus. So, understanding stakeholder needs, perceptions and values is a starting point for ethical communication in crisis situations.
The use of AI-based tools is profoundly shaping the present and future of communications. While much of the current discussion is focusing on the application and implications of AI-based tools for communication, less attention is paid to the more fundamental shifts that AI brings to organisations as a whole: Organisations are increasingly relying on AI to manage operations and make decisions. The implications this has for stakeholder relationships and the reach, role and responsibilities of communications needs to be a key focus of future consideration in our field. In this three-piece article series, we examine the implications of AI for the role and responsibilities of communication practitioners. The final part will discuss key implications of emerging AI-based practices in communications.
The use of AI-based tools is profoundly shaping the present and future of communications. While much of the current discussion is focusing on the application and implications of AI-based tools for communication, less attention is paid to the more fundamental shifts that AI brings to organisations as a whole: Organisations are increasingly relying on AI to manage operations and make decisions. The implications this has for stakeholder relationships and the reach, role and responsibilities of communications needs to be a key focus of future consideration in our field. In this three-piece article series, we examine the implications of AI for the role and responsibilities of communication practitioners. The second part explores the fundamental shifts that AI brings to organisations as a whole and the role communication can play at this wider level.
The use of AI-based tools is profoundly shaping the present and future of communications. While much of the current discussion is focusing on the application and implications of AI-based tools for communication, less attention is paid to the more fundamental shifts that AI brings to organisations as a whole: Organisations are increasingly relying on AI to manage operations and make decisions. The implications this has for stakeholder relationships and the reach, role and responsibilities of communications needs to be a key focus of future consideration in our field. In this three-piece article series, we examine the implications of AI for the role and responsibilities of communication practitioners. The first part assesses where we are in applying AI in communication practice. The second part explores the fundamental shifts that AI brings to organisations as a whole and the role communication can play at this wider level. The final part will discuss key implications of emerging AI-based practices in communications.
The role of news media during a national and global crisis (Holladay, 2010; Pan & Wen et al., 2020), such as the Covid-19 pandemic, is of importance to communication professionals involved in disseminating crisis-related messages. Media also is of paramount importance to health risk communicators, who are at the forefront of the dissemination of public health risk information.
Ladies and gentlemen, we are living in extraordinary times, and that only makes it all the more important that we take stock as we begin a new year. While the fast-changing picture around COVID-19 means none of us can look forward with complete confidence to the year ahead, I certainly see grounds for optimism. The resilience that our profession has shown gives us reason to look forward with hope and measured confidence.
