The more than 600 participants took part in workshops, presentations and discussions on emerging trends, the future of PR and research findings from experts in the global public relations and communication profession
Entitled “Communication Across Cultures”, the forum hosted key speakers who addressed the challenges of cross-cultural communication and provided key insights into indigenous communication, culture attitudes and values, sharing culture codes and closing the culture gap.
Paulo Henrique Soares, director, corporate communications, Vale S.A, Brazil, and Janet Morgan, formerly director of Global Content and strategy and planning, GSK, UK, both reinforced the need for internal communication across cultures and the importance of respecting local cultures.
Delegates learnt how to translate corporate messages for culturally diverse groups to create dialogue and engagement and to address cross-cultural complexities while conveying a consistent message.
Mohamed Fahmy, an Egyptian-born Canadian, award-winning journalist, war correspondent and author, who spent almost two years in an Egyptian prison on charges of spreading false news, spoke about ‘Public Relations in the age of terror’. He addressed issues such as press freedom and ethics and shared his story about how public relations released him from prison.
Tor Odland, vice president of group communications at Telenor Group discussed transparency in the age of digital government requests, providing insight into the evolving field of digital privacy, and how a strategic approach to transparency can provide a long-term and sustainable solution.
The theme of trust and transparency was carried throughout the forum. Speakers Eric Bergman, Bergman & Associates, and
Angela Barter, a sustainable communication strategist from South Africa, both touched on the subject of truth, deception and lies.
Bergman’s presentation revolved around learning the difference between truth and transparency – and the role of answering questions clearly and concisely, as the bridge between the two.
Barter’s contribution to the global WPRF event centred on the mitigation of the risks of ‘greenwashing’ – which refers to publishing misleading or deceptive environmental claims that cannot be substantiated or proven, and could be construed as unethical.
These risks include negative publicity, irreparable brand damage and loss of stakeholder trust.
“Public relations professionals have a special obligation to practice their craft ethically,” says Barter. “It is imperative that communication professionals thoroughly scan environmental claims before communicating them to ensure that the claims are true and can be substantiated.”
Author and professor of public communication, University of Technology Sydney, Jim Macnamara focused his keynote address on organisational listening. “Listening has to be designed into an organisation and can't be achieved by technology alone,” said Macnamara.
Technology, digital and visual communication was the highlight for many of the delegates who were provided with meaningful and insightful looks at the latest in digital and visual communication trends - from SnapChat to virtual reality. In his opening keynote address, digital prophet David Shing of AOL provided an insightful look at digital trends and how they are affecting behaviour and culture, and therefore the PR landscape.
In addition, the WPRF saw the launch of a host of C-Suite Podcasts sessions. Russell Goldsmith, director of Conversis, interviewed a number of key speakers at the forum and produced C-Suite Podcasts sessions of these interviews, available for download on itunes or icloud.
The World PR Forum allowed the gathering of like-minded individuals to engage and collaborate, learn from each other and form new partnerships, to enhance the professionalism and standard of public relations globally. The next World PR Forum will be taking place in Oslo, Norway in April 2018.