It’s funny how PR often seems like a one-way street, all about “telling the brand story,” “managing crises,” or “creating a reputation.” But at #ICCOGlobalSummit, surrounded by some amazing leaders, thinkers, and creative minds, I felt a shift—a reminder that PR isn’t just about talking. It’s about listening, adapting, and evolving.

We kicked off post lunch with Kerem Sabuncu’s Chief Strategy Officer, Ogilvy session on creativity in the creator economy. Social media isn’t just a megaphone for the loudest voices; it’s a canvas for anyone with a unique point of view. Kerem made an interesting observation: we’ve transitioned from simply creating aspirational content to crafting immersive experiences. And the real kicker? Today’s audience doesn’t just want to watch—they want to play. That shift means creativity has taken on a whole new level, engaging people in ways we hadn’t even considered a decade ago. Now, it’s not just about capturing attention; it’s about holding it.

Moderator: Paul Holmes, Founder, PRovoke Media moderated an excellent session on The Future of Agencies, The Agency of the Future in which Roman Geiser, CEO & Managing Partner, Farner Consulting AG spoke on The urgent need for a new agency model is clear: Existing structures are not fit for an agile future. The holding companies are not able to integrate the disciplines, the advertising agencies are in most cases a “one trick pony,” the digital agencies do not have enough sector expertise and the service providers who focus exclusively on strategy are poorly equipped to implement their recommendations. At the same time, clients need multidisciplinary services and strategic guidance

David Blois, Managing Partner, M&A Advisory shared insights on the future of strategic growth strategy  and Patrik Schober, Managing Partner, PRAM Consulting, highlighted that for PR agencies to evolve into consultancies, we must undergo an existential shift. We need to operate more like well-managed corporations, embracing strategic planning, robust management systems, and a commitment to DEI and ESG.

And it’s not just agencies; we’re all feeling that push to evolve and stay sharp, no matter our role. I mean, who isn’t a little daunted by the future? But here’s a truth that keeps me steady: “In a world that’s always evolving, being adaptable is your strongest asset.”

Then came the question of digital assets, Accessing Digital Assets: Next-Generation Strategies and Solutions for Corporations.Moderator: Aydin Sun, CEO, Faselis, Erdinç Ergenç, Senior Financial Journalist, Forbes and Kerem Ayırtman, CEO, Communication Partner sharing insights on managing access to everything from press releases to executive photos. It reminded me of my own digital clutter! From family photos to essential work files, we all struggle to keep our digital lives organised. And if these big companies need strategies for managing digital assets, maybe it’s time I finally get around to organising that hard drive. Digital organisation is the new self-care, right? As they say, “Digital clutter in a world of endless data is like noise. Organisation is the music.”

In a talk that stayed with many of us, Kate Hartley, Co-founder, Polpeo tackled the concept of “being woke” and the so-called anti-woke backlash. “Being ‘woke’ means standing up to injustice,” she noted, and she’s absolutely right. Businesses, unlike governments, have the longevity to think beyond fleeting trends and focus on building for the long term. That’s why taking a stand—whether for justice, diversity, or sustainability—is a business decision as much as an ethical one. For me, that was a gentle reminder that our voices are powerful, but not every moment requires one.

Next up was an exciting outlook on B2B Tech PR in the age of AI by Juha Frey, Managing Director, Netprofile, who touched on how AI’s rise is setting new horizons for PR. With AI-powered tools popping up daily, Juha Frey shared a clear message with the agency leaders in the room: upskilling with AI isn’t just for the teams on the ground; leaders need to get hands-on, too. It’s something that shouldn’t be delegated—it’s a skill and understanding that every PR leader must own.

Stuart Bruce’s survey overview on CommTech trends had the whole room buzzing. These new tools can be like having a superpower in PR—if used right. It reminded me of how we all rely on tech for efficiency, but also how staying grounded in human values keeps our communication real. “In a noisy world, technology can help us find the quiet—where real messages get heard.”

Later, we tackled AI’s impact on PR in another panel The Impact of AI on Public Relations. Moderator: Stuart Bruce, Co-founder, Purposeful Relations with Viroslava Novosylna, CEO & Founder, SLOVA Tech PR, Co-founder, Wtech , Juha Frey, Managing Director, Netprofile and Hemant Gaule, Dean, SCoRe.  One of the standout sessions explored the rise of AI and its undeniable impact on our industry, and it struck me how AI isn’t just affecting “the big stuff” in PR, like data crunching, but also the day-to-day interactions. A powerful takeaway from Hemant Gaule was “AI can’t take away a job you’ve never had,” AI is unlocking limitless opportunities in PR, enhancing strategies and audience engagement. AI might do the heavy lifting, but it’s still the human touch that makes a message resonate. It’s like that personal note at the end of an email or a quick “thanks” text—it doesn’t take much, but it makes a world of difference.

Finally, Nitin Mantri’s session on bold brands making bold moves. These companies aren’t just playing it safe. They’re bending the rules, speaking out on social and environmental impact, and prioritising brand storytelling in new ways. And why not? We need brands that are willing to make a statement, shake things up, and give us a reason to care. “Playing by the rules is safe, but breaking them is where the magic happens.”

As I walked out of that last session, reflecting on everything I’d heard and seen, I realised how much PR isn’t just a job but a journey. We’re shaping messages, yes, but also culture, perceptions, and connections. Whether it’s about learning to embrace AI, staying adaptable, or just organising our digital lives, PR professionals aren’t just the voices behind brands. We’re the bridge-builders, the peacekeepers, and sometimes, the quiet in the storm. In PR, as in life, we’re always evolving.

P.S : What’s learning without a little fun? The gala dinner was a great break from all the sessions—just good food, laughs, and a chance to really connect with everyone. My Indian crew and I soaked up Istanbul’s nightlife, tasted amazing food, and made some unforgettable memories. It was a perfect reminder that some of the best moments happen when we’re just enjoying life, not just taking notes.

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 during 8th and 9th October 2024.Discover the innovative ideas and trends that are shaping the future of communications and reputation management!