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After lunch, the sessions resonated with real-life parallels, reminding me that PR is as much about human connection as it is about strategy. The discussions felt like stories unfolding—not just of campaigns but of people, emotions, and shared challenges.
Girish Balachandran set the tone for the session, engaging the audience with thought-provoking insights and encouraging us to think critically rather than just passively listen to the panel. As always, his wise words on climate change, laying the foundation for a meaningful discussion.The session, Igniting Action: The Role of Media and Communicators in Fighting Climate Fatigue, brought together an impressive panel of experts—Marjan Blumberg from UNDP, Lars Voedisch of PRecious Communications, and Erdem Koch from Erdem Koch Consulting. The session on tackling climate fatigue struck a chord. Note–PR isn’t just about broadcasting a message; it’s about making people feel they are part of a larger story.
The next session featuring the ICCO Next Gen PR World Cup 2023 winners, Jack Everley and Dana Hanna from Ready10, was nothing short of inspiring. As Account Director and Senior Creative Strategist respectively, Jack and Dana shared their winning campaign, a brand partnership with IKEA to launch the FLÖDD Collection. Their work, which includes buoyed cribs, highchairs, and changing tables, aims to demonstrate the importance of sustainable living and highlights the urgency of taking action to protect future generations.
(Read more: Day 1: ICCO Learnings continued Post Coffee-Pastries, Panels, and PR (Article 2))
Their campaign was a perfect example of how PR can be leveraged not just for brand promotion, but to spark awareness and drive meaningful social change. Jack and Dana’s innovative approach to communications not only showcased their creativity but also underlined the power of PR in shaping conversations around sustainability and future-focused initiatives. Their win was a powerful reminder that the next generation of communicators is equipped with fresh ideas and a passion to make a difference, paving the way for a more responsible and impactful PR industry.
Julia Kütnaroğlu and Mikael Öznigolyan, two talented professionals from Weber Shandwick Türkiye and TAB Gıda, respectively, presented their innovative communication plan aimed at boosting Turkey’s tourism and attracting investors in the wake of the Ukraine-Russia war. Their approach, developed during the Young Lions 2022 competition, was a perfect example of how PR can adapt to global challenges and turn adversity into opportunity.
The focus of their campaign was on reshaping the image of Turkey and positioning the country as a thriving destination of current geopolitical and . By leveraging strategic communications and a deep understanding, they effectively crafted messages that appealed to international audiences while highlighting this country’s unique strengths.
(Read more: Why Even the Best Leaders Seek Out Professional Coaching: 5 Key Reasons)
This session was a great reminder of how PR professionals must be agile, adaptable, ethical and proactive—able to pivot in response to world events and shape narratives that foster growth and positive engagement. Julia and Mikael’s work demonstrated how PR can not only navigate complex situations but also create a lasting impact by seizing opportunities even in times of uncertainty.
Erdem Koch certainly knows how to hold an audience’s attention. His presentation on the evolving nature of digital trust was both engaging and thought-provoking. From the moment he started, I was captivated by his examples and insights. It felt like every word he spoke had a purpose, drawing us deeper into the complexities of trust in the digital age. His ability to seamlessly weave real-world examples with emerging trends made the session feel incredibly relevant and impactful. I was completely glued to his every word, as he expertly illustrated how AI is not just changing the game but is becoming a trusted entity in its own right. It was a powerful reminder of the role we, as PR professionals, play in shaping how trust is established and maintained in the digital world.
The Regional Markets Update session was a fascinating exploration of the diverse communication landscapes across different countries, moderated by Grzegorz Szczepanski, ICCO President. The speakers offered valuable insights into the unique challenges and opportunities in their respective markets. Iva Grigorova from MSL, Publicis Groupe Bulgaria, shared how PR in Bulgaria is navigating a rapidly evolving media landscape, balancing both local traditions and global trends. Assel Karaulova, from PG Communications in Kazakhstan, provided an in-depth look at how Kazakhstan is emerging as a key player in Central Asia.
She highlighted how PR strategies are tailored to the region’s specific cultural, political, and economic nuances, while also capitalising on global PR practices. Lastly, Gonca Karakas from Effect Burson discussed Turkey’s dynamic PR environment, particularly how the country’s unique geopolitical position influences its communications strategies. She touched on the growing importance of digital media in Turkey and how global trends are being integrated into local PR efforts.
This session underscored how PR practices must adapt to regional needs while staying connected to global trends. It was an enriching discussion for anyone looking to understand the diverse and evolving nature of public relations.
This, being my first international conference. I’m incredibly thankful to the School of Communications and Reputation and Reputation Today for giving me the opportunity. This was such a transformative event. The summit wasn’t just about learning; it was about immersing myself in a global dialogue with some of the brightest minds in PR. It was about exchanging insights that will shape the way I approach communication strategies.
ICCO’s role in bringing together PR leaders from across the world highlighted the power of collaboration. The discussions on AI, misinformation, DEI, and sustainability gave me a clearer understanding. Clear understanding of how PR professionals can tackle global challenges. These can also lead a meaningful change.
The ICCO Global Summit showcased how Public Relations (PR) is at the forefront of global transformation. With its 2024 theme, “Reputation. Relevance. Relationships.”, the event underscored PR’s dual responsibility: driving ethical communication and creatively tackling challenges like geopolitics and sustainability. Esteemed speakers from tech giants and policy bodies illuminated strategies that align PR efforts with societal and corporate imperatives.
One key takeaway was the importance of authentic storytelling. In a session led by top creatives, attendees explored how transparent narratives boost brand reputation. It also foster deeper stakeholder trust. This is a growing priority for Indian practitioners looking to navigate culturally nuanced markets. The summit also offered practical insights into digital PR.
This particularly leveraged AI and data analytics to predict trends and measure impact. For Indian graduates, moreover, understanding these tools can be a game-changer, making them more competitive in a global marketplace.
Although networking opportunities with peers from diverse geographies allowed participants to exchange ideas on adapting PR strategies to local contexts. This is a valuable lesson for Indian professionals expanding internationally. Ethical considerations, particularly in digital campaigns, were a focal point, encouraging practitioners to prioritize integrity while innovating.
The discussions and case studies shared at the ICCO Summit act as a blueprint for PR professionals. This aims to make a tangible difference. Whether it’s addressing climate change or navigating corporate responsibility, PR’s potential to create meaningful connections has never been clearer.
The ICCO Global Summit also shed light on the evolving dynamics of stakeholder engagement in a hyper-connected world. One notable session emphasized building trust through proactive crisis communication. Experts stressed the need for real-time responses and empathy-driven messaging to address both global and local challenges effectively.
A special panel on diversity, equity, and inclusion (DEI) highlighted the growing demand for representation in PR campaigns. Attendees discussed innovative ways to craft campaigns that resonate with diverse audiences while staying true to core values.
Moreover, the event served as a platform for exploring creative partnerships between PR professionals and tech innovators. By leveraging emerging tools such as machine learning, PR strategies are now more data-driven and impactful. This is the essential knowledge for anyone entering this dynamic field.
This experience has not only broadened my perspective but also strengthened my commitment to contribute to the PR industry. I look forward to being part of more initiatives like this. Working to advance our profession and as a result, make a lasting difference in the world of communication. (Pssst… ICCO is coming to India in 2025.. )
Joulyn Kenny heads Student Affairs at School of COmmunications and REputation. She shares with us her learnings during her visit to ICCO Global Summit in Istanbul. The event was held during 8th and 9th October 2024. Discover the innovative ideas and trends that are shaping the future of communications and reputation management!
