A day prior, many of us explored Istanbul’s lively nightlife, and it was a reminder that some of the best learning happens outside of formal sessions—in shared moments, exchanged ideas, and new perspectives. As we regrouped with new friends and fresh perspectives from the evening before, there was a sense of excitement and renewed energy among us. Today’s sessions were set to tackle big topics that shape our industry, like climate change communication and the future of digital trust. With memories from last night still fresh, we were ready to dive back in and continue building the future of PR together.

Johna Burke, our lovely and warm host, lit up the room with her presence as always. Her enthusiasm set a positive tone for what was to come, creating an inviting environment for collaboration and conversation.

The morning kicked off with greetings from Massimo Moriconi, ICCO Global Vice President. His remarks about the diversity in the room being a catalyst for change resonated deeply with me. It felt as if we were all part of a larger movement, united in our goal to advance the field and elevate voices that have long been silenced.

One of the standout moments of the day was the keynote address by Farzana Baduel, the CEO of Curzon PR. I’ve always been a big fan of hers, and she did not disappoint. Her discussion on “horizon scanning”—the process of identifying emerging trends, risks, and opportunities—underscored the importance of anticipating challenges rather than merely reacting to them. In a world that changes at lightning speed, this proactive approach is crucial. It reminded me of how brands like Nike thrived during the pandemic by tapping into shifting consumer sentiments, reinforcing the necessity of staying ahead of the curve.

The next segment focused on the findings from the GWPR Index 2024, presented by Susan Hardwick and this in-depth survey highlighted the state of women in PR today. This paved way for our next panel of inspiring women leaders, including Louise Jacobson, Ariane Rolland, and Viroslava Novosylna, moderated by Maja Pawinski Sims. They discussed critical issues like returning to the office, career breaks, and the ongoing problem of harassment in our industry. The voices of these powerful women cannot be silenced; they are breaking norms and paving the way for future generations.

Natalya Yemchenko’s session gave me goosebumps. She shared how System Capital Management navigated unprecedented challenges during the war in Ukraine. Her focus on empathy and emotional intelligence in communications was particularly striking. In moments of crisis, connecting on a human level transforms adversity into opportunity. It became clear that our industry must prioritise emotional resonance. This reminded me of the struggles many brands faced during crises, emphasising the critical role of strategic communications in reinforcing relationships and managing perceptions.

After a refreshing coffee break, Tarun Nagrani’s insights on policy communications in one of the world’s fastest-growing economies, India, highlighted the complex and evolving regulatory and socio-political landscape that organisations must navigate. He illustrated the challenges faced by multinational companies, emphasising the need for robust communications strategies that align with public discourse.

Then came Dr. Onur Varol’s eye-opening presentation on analysing user and group behaviour during elections, focusing on the prevalence of bots and misinformation in today’s world. His research into how social media influences behaviour patterns during political campaigns was a stark reminder of the responsibility we have as communicators. The need to combat misinformation while promoting media literacy is critical in maintaining trust and integrity in our industry.

The “Navigating the Information Disorder: Patterns, Actions, and Impacts” panel delved into one of the most pressing issues of our time: misinformation and the evolving landscape shaped by generative AI. Moderated by Lorenzo Brufani, Founder & CEO of Competence, the discussion featured insights from ; Peter Wilson, Head of Digital Reputation at FleishmanHillard EMEA; and Emre İlkan Saklıca, Director at Teyit.org. The panel explored the complexities of misinformation, examining how AI is reshaping narratives and the crucial need for robust media literacy and fact-checking. “There are huge threats to human evolution and if we don’t address it, that’s when polarisation occurs leading to bad choices for us and our communities.We as communicators need to have guidelines in place and make choices in tools we use”.  -Christina Forsgård. This conversation underscored the importance of understanding and tackling information disorder to maintain public trust and promote transparency in the digital age—a vital focus for communicators dedicated to fostering informed, resilient communities.

As the panel discussion on the Next Generation Global Survey unfolded, Hemant Gaule, Dean – SCoRe, shared a powerful insight: “Trying to step into the mind of the next generation and changing the rules back at the end of every year, to not repeat the same learning pattern, is the key to understanding the purpose of the next gen.” This thought-provoking statement came during an engaging panel led by Nitin Mantri, Oeindrila Biswas, and Iskren Lilov, emphasising the importance of adapting our approaches to connect with the fresh ideas and values that the next generation brings to the table. As someone who mentors students at SCoRe, their insights deeply resonated with my own experiences, underscoring the importance of staying responsive to the evolving perspectives of the next generation.

Reflecting on the day so far, I realised that while challenges exist, so too do pathways for growth. The insights shared and connections made remind me that we are all in this together, striving to adapt to change and lead it. 

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!