With the beautiful Bosphorus as our backdrop, the ICCO Global Summit 2024 in Istanbul was an excellent event for the PR industry, blending stunning views with invaluable insights. We want to thank the organisers for putting together such an inspiring gathering. With great speakers and meaningful discussions, attendees left feeling motivated and ready to tackle the challenges ahead. Here, you can read about our experience and learn about the highlights from the event.
GETTING STARTED
Arriving in Turkey always makes me feel the warmth of its hospitality. The summit started in style with the networking cocktail at Rasimo1956, a well-hidden but stunning rooftop bar with great views of the Istanbul skyline. The evening was filled with live music, great food, and wonderful company, setting the perfect tone for the days ahead. With attendees from all over the globe, it was a fantastic way to make new connections while enjoying the vibrant atmosphere.
DAY 1
The Quiet Revolution – The Rise of Creativity in an Earned First World
Welcomed to the stage by the CEO of AMEC and MC of the event, Johna Burke, the opening keynote of the event was certainly a very strong start. Simon Shaw, Global Chief Creative Officer at Burson, delivered a compelling keynote about the evolving role of creativity in the PR industry. He explored how creativity has moved from being an optional extra to a key driver of growth and reputation. In an “earned-first” world where attention is increasingly more difficult to buy, Shaw emphasised that creativity is the driving force of value in both consumer-facing and corporate communications. His call for “no more generalists – navigators are wanted” resonated with the audience as he outlined a future where combining creativity with strategy and data is the only way to address complex challenges. Shaw also highlighted that positioning creativity as part of the business agenda can help agencies navigate today’s unpredictable environment and become effective problem-solvers for their clients.
Agency or Consultancy – Time to Choose
In his very energetic keynote address, Paul Holmes, Founder of PRovoke Media, explored whether PR firms should function as agencies or consultancies. Highlighting the $1.7 billion valuation of consultancy firms like FGS, he stressed the importance of offering strategic advice over traditional PR services. Holmes addressed the existential threat of disinformation, referencing incidents such as anti-Semitic conspiracies in the US and misinformation about FEMA’s hurricane relief efforts. He urged corporate leaders to combat disinformation by withdrawing support from platforms that promote false narratives, emphasising the need for a fact-based public discourse. The session concluded with a call for industry professionals to educate their peers and advocate for responsible media practices.
Geopolitical Challenges, Generative AI, and Disinformation in a Year of Elections
Patrick Penninckx, Head of the Digital Development and Governance Department at the Council of Europe, addressed the significant challenges posed by generative AI and disinformation, especially during election periods. He discussed how AI technologies, like deepfakes and automated narratives, can manipulate public opinion and destabilise governments. Moreover, all this is now happening remotely, outside the borders of the country, limiting governments’ ability to counteract and prevent such crises. Citing the conflicts in Ukraine and the Middle East, Penninckx stressed that AI-driven disinformation has deepened societal divides and jeopardises democracy on a global scale. He advocated for stronger regulations, enhanced media literacy, and international collaboration to combat these threats, presenting the Council of Europe’s initiatives on fact-checking and managing disinformation as crucial steps to safeguard public trust in elections.
Geopolitics And Business – A View From The New World
In a pivotal discussion moderated by Julian Boulding, Founder & President of thenetworkone, agency leaders from the global East and South examined how global narratives are influenced by Western media. Panelists included Agung Ongko, Partner & Strategy Director at RICE Communications in Singapore; Mary Njoki, Founder and CEO of Glass House PR in Kenya; and Pragati Tiwari, Partner at Astrum in India. They stressed the importance of understanding the diverse concerns and avoiding a “cookie-cutter” approach to working with the Global South. One such example was the polar opposite realities of how societies in the represented countries reacted to the Middle Eastern conflict. For Sub-Saharan Africans, the hardships of daily life mean a very small percentage of people are concerned with geopolitical issues. On the contrary, the topic is very present in public life in Southeast Asia, especially in Indonesia. The panel also highlighted India’s significant investments in both Iran and Israel, emphasising the complex relationship and economic concern it is experiencing. The discussion underscored the need for public relations campaigns that reflect local relevance and cultural sensitivity.
𝐏𝐑 𝐚𝐧𝐝 𝐌𝐞𝐝𝐢𝐚 – 𝐆𝐥𝐨𝐛𝐚𝐥 𝐒𝐭𝐚𝐭𝐞 𝐨𝐟 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩 𝐚𝐧𝐝 𝐁𝐞𝐬𝐭 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐞𝐬
The evolving relationship between PR and media is vital for effective collaboration. I had the privilege to moderate a panel discussion with industry experts Agung Ongko from RICE Communications and José Aguiar, Vice President of APECOM and Founding Partner of ALL Comunicação. We shared key insights from the ongoing 2024 Global Media Landscape Survey, revealing challenges such as a significant decline in trust in media organisations, with 100% of PR professionals and 97.6% of journalists acknowledging this issue. Additionally, 60.3% of PR professionals and 59% of journalists express concerns about AI replacing certain job aspects, but only 3% actually know someone who lost their job due to AI. The panel also highlighted differing priorities regarding media pitches, where 70% of PR professionals believe it’s crucial to offer exclusivity, while only 45% of journalists say they value exclusivity at all, prioritising speed and relevancy instead. The results presented sparked a very active discussion with the audience and notable excitement for the publication of the final report. Follow Ruepoint on LinkedIn or subscribe to our newsletter to be the first to get the full report!
Gala Dinner
After an intense day of learning, it was time to celebrate our hard work and continue the conversations in a different atmosphere. The Gala Dinner took place at restaurant Feriye, right along the shores of the Bosphorus. Arriving right at sunset, it was a truly unique experience. The evening celebrated communication excellence and provided the perfect opportunity to network in style. It was a fitting way to wrap up a day of learning and inspiration, reminding us of the importance of collaboration in our field.
DAY 2
Horizon Scanning
After a long Day 1, we all needed an energy boost. In her brilliant opening keynote on “Horizon Scanning”, Farzana Baduel, CEO of Curzon PR, talked about the importance and techniques for identifying emerging trends, risks, and opportunities for future communications. PR professionals more than any other industry must stay ahead by anticipating challenges and crafting strategies that ensure resilience in a rapidly changing environment. Baduel discussed the transition from tactical PR to strategic foresight, drawing inspiration from Steve Jobs’ innovative mindset. She introduced the role of the “futurologist” and recommended to all to read a textbook on strategic foresight, explaining key elements like trend analysis, active listening, and network leverage. Practical steps for implementing horizon scanning include updating risk registers to reflect potential threats and opportunities and establishing cross-functional task forces for ongoing assessment. Baduel concluded by advocating for a mindset of continuous learning and adaptability, underscoring the importance of strategic foresight in modern PR practices.
GWPR Index – 2024
During the GWPR Index 2024 session, moderated by Maja Pawinski Sims from PRovoke Media, leading women in the indsutry discussed findings from the Global Women in PR’s Annual Index. Panelists Louise Jacobson, Ariane Rolland, and Viroslava Novosylna examined issues like return-to-office policies, career breaks, and the representation of women in senior roles. They highlighted a concerning decline in women’s representation on boards, despite the industry being predominantly female. Key findings revealed that 89% of respondents face challenges like ageism or harassment, especially after career breaks for childcare or mental health reasons, often resulting in lower pay and diminished roles upon return.
Panelists called for flexible working arrangements, improved mental health support, and active male allyship to address these issues. They contrasted positive developments in the UAE, where initiatives and legislation support women’s leadership, with the global trend towards stagnation and even decline of such efforts. The session concluded with a strong appeal for meaningful changes to empower and retain female talent in the PR industry.
Policy Communications in the World’s Fastest Growing Economy
In a very practical and insightful session on policy communications, Tarun Nagrani, Director of Communications for South Asia at Mastercard, shared a case study on how Mastercard is navigating India’s complex regulatory landscape and supporting the government in their efforts to raise awareness for the importance of cybersecurity. With India’s digital economy projected to reach $1 trillion, Mastercard has important role in not just facilitating transactions, but also monitoring cybersecurity and preventing fraud in this dynamic environment. Nagrani discussed the challenges faced by micro and small enterprises, which often prioritise growth over security. Many of these businesses lack cybersecurity awareness, leaving them vulnerable to threats. Mastercard aims to shift its perception from a multinational corporation to a key local ally in securing India’s digital landscape.
Key action items included launching Mastercard’s global biometric authentication service in India, creating case studies showcasing women entrepreneurs’ experiences, and implementing campaigns to raise cybersecurity awareness without inciting fear. The session emphasised the importance of collaboration with organisations like CERT-In to bring global best practices to India and train rural entrepreneurs, particularly women, in safe online practices. It concluded with a strong call for industry stakeholders to prioritise cybersecurity in fostering a safer digital economy.
𝐈𝐂𝐂𝐎 𝐍𝐞𝐱𝐭 𝐆𝐞𝐧 Report Discussion
I was invited to share the stage with some brilliant fellow industry professionals at a panel discussion on the newly released ICCO Next Gen Report, exploring the impact of Millennials and Gen Z on the future of PR. A key takeaway was the importance of work/life balance, with 39% of respondents citing it as a top consideration for job seekers, underscoring the generation’s preference for flexibility over traditional benefits. Positively, 69% of young professionals reported satisfaction in their roles, with 82% feeling responsible and 75% finding their work meaningful. This reflects their genuine commitment to the industry, as they seek environments that foster creativity and personal growth. This commitment, however, is not unconditional and industry leaders need to listen and implement lasting policies for better training, improved work-life balance and representation of young leaders in decision making. This is the only way to attract and retain emerging talent in an industry with such a competitive job market. Special thanks to panel moderator Nitin Mantri, Group CEO at Avian WE, as well as my fellow panelists Oeindrila Biswas, Co-chair of the ICCO Next Gen Board, and Hemant Gaule, Dean at the School of Communications & Reputation.
Igniting Action: The Role of Media and Communicators in Fighting Climate Fatigue
Moderated by Girish Balachandran, panelists Marjan Blumberg from UNDP, Lars Voedisch, and Erdem Koch discussed the urgent need for a more inclusive climate communication strategy that connects Global South and North perspectives. They underscored the shortcomings of the Paris Climate Agreement, noting a mere 1 in 20 chance of achieving its goals, and advocated for carbon taxes and renewable energy investments. The UNDP’s climate action campaign called “Weather Kids”, reached 95% of its target audience positively. Key action items included localising content, utilising AI for efficient campaign scaling, and sustaining pressure on governments for meaningful climate action. The discussion concluded with a strong call to action for communicators to persist in advocacy efforts and empower communities to create impactful change.
CHEERS TO THE NEW PRESIDENT OF ICCO
Massimo Moriconi was announced as the new President of ICCO at the conclusion of the conference yesterday, taking office with immediate effect. His leadership is expected to bring fresh perspectives and drive meaningful initiatives within the organisation.
LOOKING FORWARD
To wrap up the summit with a glimpse into the future, out team won a custom event creation from the Ventla raffle and finished at the top of the digital leaderboard for the ICCO Summit. We are thrilled to partner with the incredible team at Ventla to create an amazing event!
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