The President’s 2025 New Year Address - A Celebration of 25 years of Global Alliance and our Profession

2025 marks Global Alliance’s Silver Jubilee Anniversary - a significant milestone that marks a quarter of a century - 25 years of success, growth, and resilience… welcome to Global Alliance.

Friends and colleagues, it’s that time again when we reflect on the year ending and look forward to the 12 months ahead.

We have lived through a quarter of this 21st Century!

2024 has seen lots of turbulence around the world and lots of rapid change.

What the year has also seen is lots of amazing work in public relations and communications around the world.

Our profession, which is all of you reading this, has stood up…in defence of truth…in defence of accuracy…. and in defence of fairness.

The President of the Republic of Indonesia Prabowo Subianto represented by the Minister of Communications and Digital of the Republic of Indonesia Meutya Hafid addresses 1,468 delegates from 26 countries at World Public Relations Forum 2024

I'm speaking at this forum on behalf of the president of the Republic of Indonesia, who is unable to join us today for an important official visit abroad, and I extend the president's greetings to all participants of the World Public Relations Forum. I was told by Justin that there are more than 26 countries who are sending the representatives here. So again, very well very warm welcome to you all. It's an honor to stand before this distinguished forum and share insight on how Indonesia cultivates its national identity through culture, values, and history to shape global perspective of our nation. In this era of rapid digital transformation, unprecedented opportunities exist to showcase a nation's cultural heritage on the international stage.

Recognizing this potential, Indonesia is actively accelerating its digital transformation to enhance all sectors including cultural domain. Indonesia's cultural heritage is remarkably rich and diverse. As of 2024, the nation has formally recognized almost 2,000 intangible cultural heritage. 13 of which have been inscribed on UNESCO's representative list of the intangible cultural heritage. The government is committed to identifying and also authenticating further intangible cultural heritage with a goal of registering 1,238 items by the end of 2024.

Opening Address World Public Relations Forum 2024 – Bali, Indonesia by Prof. Justin Green, President & CEO, Global Alliance

Ladies and Gentlemen, distinguished guests from around the world, whether you have travelled from near or far, from those of you who travelled from North American, Europe, the Middle East, South Asia, Latin American, Africa and of course Asia-Pacific. A very special warm welcome, to those of you at home here in Indonesia. I am delighted to have this wonderful opportunity to address you here this morning.

On behalf of Global Alliance, representing over 360 thousand Practitioners, Academics, Students and Organizations across 126 countries, I want to begin by thanking Sir. Boy (who’s a Giant of a Man), and all his colleagues from our co-hosts Perhumas, the Indonesia Public Relations Association.

One of the greatest and proudest changes I have seen through my time as President, has been our organization’s growth, and it becoming truly global.

Last year, we held the World Public Relations Forum in India. Recently, we’ve hosted AGM’s in Peru, Turkey, Zambia and Kenya. One of Global Alliance’s greatest successes, was establishing our six Regional Councils and offices around the world.

Opening Remarks World Public Relations Forum 2024 – Bali, Indonesia by Boy Kelana, Chairman of Perhumas Indonesia

On behalf of Perhumas, the Indonesia Public Relations Association, it is an honour and pleasure to welcome you all to this year's World Public Relations Forum, on this beautiful island of Bali, where tradition meets innovation, and where, I hope, you will find inspiration and collaboration for the journey we are on together.

Today we are at the Grand Opening of the World Public Relations Forum 2024. It is the second day conference, as yesterday we had a very productive session of the Global Communication Knowledge Conference.

We are excited to welcome so many accomplished leaders and professionals from around the world to Indonesia, as we explore this year's theme, “Purposeful Influence for the Common Good.”

Today, Public Relations has evolved beyond strategic communications and stakeholder engagement has become an engine of positive and meaningful change that reaches every corner of our society.

Sitting on a global Board

By Steven Shepperson-Smith, FCIPR, Chart.PR

This is a hill I will die upon. You have not had the full Board member experience until seeing a colleague present a report using the medium of hip hop.

My Nguyen Khoa is the Chairman of the Vietnam Public Relations Network. He is a highly experienced and respected PR consultant, with an impressive 20+ year career working in government communications and for major multinationals, including as the former Director of Communications and Public Affairs for Coca-Cola in South East Asia. But it’s 8pm in Hanoi (lunchtime in London) and he wants to both relax and entertain his fellow Board members.

President Addresses the United Nations supporting global calls for ‘Responsible Communication’ as the new 18th Sustainable Development Goal (SDG)

by Justin Green

The world must respond to the harm caused by the spread of online hate and lies while robustly upholding human rights,” said the United Nations Secretary-General António Guterres on 24th June 2024.

“The United Nations Global Principles for Information Integrity aim to empower people to demand their rights. At a time when billions of people are exposed to false narratives, distortions and lies, these principles lay out a clear path forward, firmly rooted in human rights, including the rights to freedom of expression and opinion.”

Revolutionizing Public Relations: The Impact of Technology

by Aakriti Bhargava

In the fast-paced realm of public relations (PR), technology has emerged as a game-changer, reshaping traditional practices and propelling the profession into uncharted territories. According to recent industry reports, over 80% of PR professionals believe that AI will fundamentally change the industry. At the forefront of this technological revolution stands AI, poised to disrupt and transform PR strategies like never before. As the founder of Wizikey, I've witnessed firsthand how our AI and tech capabilities are empowering PR professionals to achieve more with less, revolutionizing the way they strategize, research, write content, distribute information, analyze data, and report results.

The new technologies can take human creativity to new heights.

by Jorge Álvarez-Naveiro

I declare myself rational techno-optimist, because without ignoring the challenges in adopting new technologies, I see in them the key to sustainable, equitable and humane growth.

Rational techno-optimists believe, as part of our manifesto, that technology is, in essence, an extension of our humanity. An expression of our ingenuity and capacity for innovation.

TECHNOLOGY IS ACCELERATING PR GROWTH IN AFRICA

 by Peter Mutie

Technology and Public Relations in Africa are intertwined in the continent's development narrative. Over the past few decades, Africa has witnessed a remarkable surge in technological advancements, coupled with a growing need for effective communication strategies to amplify its progress, address challenges, and shape perceptions. Let us sample some of the progressive developments witnessed in the continent in this sphere.

In September 2023, I co-authored ‘Humans still needed-more than ever’, in which we found that close to 40% of public relations activities were assisted by AI. No activity has been totally replaced by AI. We also found a low level of adoption by professionals and a slow increase in take up of AI assisted tools, suggesting a cautious approach. A recent Microsoft study reported that adoption starts if users see an eleven minute productivity gain.

As the keynote speaker at ZAMBIA INSTITUTE OF PR & COMMUNICATION CONFERENCE (ZIPRA) recently, I also spoke on artificial intelligence and its impact on our profession as PR professionals. In an era defined by rapid technological advancement, the integration of artificial intelligence (AI) into the realm of public relations (PR) and communication presents a compelling dichotomy—whether it poses a looming threat or an unprecedented opportunity.

In recent years, as we all know, the field of Public Relations (PR) has undergone a profound transformation due to technological advances. These developments have changed the way organizations communicate, monitor, measure and manage public perceptions. The wide-ranging impact of technology on PR can be seen in everything from communication tools, data analytics, social media, artificial intelligence (AI), and ethical considerations.

Each year that I have the privilege to present our Global Alliance annual report gives me a chance to reflect on where our great profession of public relations and communications is at and where it is going next.

Each year I also seem to be writing about a rapidly-changing world where violent conflicts, geopolitical crises and the climate emergency are all part of the big picture that we all live and work in.
This year is no exception. We are constantly seeing evidence to support the assertion by the Canadian leader Justin Trudeau that the pace of change has never been faster and will never be as slow again.

On behalf of the Public Relations Institute of Southern Africa (PRISA), I would like to express our sincere gratitude for your recent visit to South Africa.

We were honored to have you participate in various activities and share your valuable knowledge and expertise with our members during the sessions held in Johannesburg and Cape Town. Your insights were invaluable, and the members greatly appreciated the opportunity to learn from you.

In all the hype around Artificial Intelligence systems communicators as guardians of organisational reputation need to keep a laser focus on the implications for publics.

The issues
The potential for long term reputational damage is high when considering implementing AI systems in governmental services. These could be health, policing, social care, mental health, housing and benefits. All services which are critical to citizens.

Climate change has been recognised as a global threat changing weather patterns, disrupting the usual balance of nature, impacting economic sectors and food security. This poses many risks to human beings and all other forms of life on earth. Human activities have been the main driver of climate change, primarily due to the burning of fossil fuels such as coal, oil, and gas.

Member states (or Parties) of the United Nations Framework Convention on Climate Change (UNFCCC) met at the Conference of Parties (COP28) from 28th November to 12th December 2023 in Dubai, United Arab Emirates.

I greatly appreciate the opportunity to speak to you as we begin a new year.

This time of the year provides us with a good opportunity to reflect on how far we have come and where we want to go together next.

We are all acutely aware that—to borrow the Chinese proverb—we are living in interesting times. Interesting and, for far too many people around the world, desperately difficult times with countless lives being lost in conflicts, to hunger, and to avoidable illness, and due to the climate emergency.

When representing Global Alliance overseas, I am often asked by graduates or emerging leaders what attributes will best set them up for professional success. While judgment, respect for themselves and others, listening skills and valuing their work are all important, my top advice is to know the value of trust and never do anything that risks your reputation.

The Global Alliance relies on the efforts of communication professionals to tackle common problems with a global perspective. By partnering with regional, national and international bodies to increase professionalism in public relations and communication management, this Alliance works to enhance the collaborative professionalism of the industry among its constituents around the world.

The Global Alliance has gathered the support of more than 100 international and national organizations to invite United Nations to consider the creation of a new SDGs around the concept of “responsible communication”. At least we would like to offer UN the “power of communication” of our network.

The 50th-anniversary celebration of the Commission on Public Relations Education (CPRE) at the Union League Club, Chicago marked a significant moment for the field of public relations education. Esteemed professionals, educators, and influential figures who have been active participants over several years gathered to commemorate the journey of the commission and explore recommendations for advancing undergraduate public relations education. Navigating Change: Recommendations for Advancing Undergraduate Public Relations Education.