CONFERENCE KEY MESSAGES & DATA

In a sample of 254 communication executives, 52% of MNC executives stated that in their company they find it difficult to achieve the desired strategic communication results, because a large amount of work is performed by the marketing & HR teams, while 44% said that the fragmentation of communication negatively affects the image of the company, with effects on the unified strategy and inconsistency and contradictions in the messages that the company emits.

Dimitris Sigalos, Develοpment Director, Global Link International Marketing Research

Though 68% of those in junior PR roles plan to stay in the industry for a foreseeable future, 64% have experienced negative mental health impact from their job, while a responsive boss/leader is the most important in an ideal work environment (53%)​.

Morten Vester Haldrup, Co-chair, International Communications Consultancy Organisation (ICCO) Next Gen Group

Public relations can act as a cohesive tool in a world of media and social manufactured fragmentation. As social media algorithms entrench hyper-polarisation and shut down diverse viewpoints, PR stands as a force for cohesion—an increasingly rare commodity in our echo-chambered age.

Jon Gerlis, Head of Public Relations and Policy, Chartered Institute of Public Relations (CIPR)

Global Media intelligence & ​PR software Market ​is expected to grow to $11.25 billion by 2026, while the PR industry needs to measure its impact and speak the language of the business. Failing to do so makes us nothing but “busy fools” and puts our roles at risk.

Richard Bagnall, Co-founder, CommsClarity Consulting

Hitting the customer’s core beliefs and values, attacking social norms, taking away customer control, hurting something they are related to, ang going against its own ethics, are the 5 things a brand can do to trigger people’s negative behaviour. Tackling misinformation and disinformation is crucial, especially when realizing that we live in a world where a brand that suffered a social media backlash for a campaign later discovered that 39% of comments on the topic were generated by bots.

Kate Hartley, Co-founder, Polpeo

Horizon Scanning, the organization’s ability to predict threats and opportunities, is vital to corporate health and success. PR practitioners must “listen and lean in” to find out what people on the margins of society are saying, otherwise they are at risk of being stuck in their own echo chambers.

Farzana Baduel, CEO and Co-founder, Curzon PR, & President-Elect, Chartered Institute of Public Relations (CIPR)

AI tools can provide PR professionals with tactical solutions to quantify, measure and process the greater bulk of everyday and tactical activities. PR teams are advised to hire a trainee engineer and let them experiment with new technologies and thus help the team grow, evolve and tackle future challenges.

Pedro Janela, Founder & Chairman, WYgroup

The evolving AI landscape provides a wide range of opportunities, as well threats, for the communication professionals. Incredibly, 78% of professionals are already using their own AI tools to their workplaces without telling their bosses.

Peter Heneghan, Founder, The Future Communicator