Attending the PRovoke Global Summit 2024 in Washington, D.C., was an inspiring experience, especially with the city bustling in hype right before the elections. I joined industry leaders from around the globe for this dynamic 14th edition of the summit, where we delved into the challenges and future opportunities for PR professionals in the “permacrisis”. Over three days, we explored emerging trends, best practices, and the evolving role of communication professionals in a world of rapid change and high expectations.
Here are some of my key takeaways and reflections from this event:
DAY 1 HIGHLIGHTS
I had the privilege to kick off the summit by joining the first panel: PR in the Age of Permacrisis. The conversation, moderated by Paul Holmes (Founder of PRovoke Media) and featuring also Grzegorz Szczepanski (Burson) and Carrie Jones (JPA Health) focused on pressing issues such as delivering value to clients, the evolving competitive landscape, the urgent need for diverse new talent, and the transformative role of technology in our industry. The discussion underscored the communication industry’s critical role in addressing societal challenges such as the rise of disinformation, the AI revolution and the need for PR to demonstrate measurable impact. We also talked about talent upskilling and diversification, with a growing need for data analytics and content skills, flexible work models to support junior professionals, and maintaining ethical standards.
Looking to the Future with Fiorenzo Tagliabue
In a forward-looking discussion, Paul Holmes, Founder of PRovoke Media, and Fiorenzo Tagliabue, CEO of SEC Newgate, talked about the challenges he faced as a European PR agency expanding into the Anglo-Saxon-dominated industry through major acquisitions. Along the road to becoming a competitor of the traditional global PR firms, he stressed the importance of a united, strategic response to pressing social and economic issues. He underscored the vital role PR professionals play in countering disinformation, fostering community resilience, and driving positive change. The session addressed the promising role of AI in enhancing efficiency and focusing PR efforts on advisory functions.
PR in the Age of AI: Combating Human Creativity with Artificial Intelligence
In this compelling session, industry leaders Anne Green (G&S Integrated Marketing Communications Group), Neby Ejigu (FINN Partners), Samantha Rothaus (Davis+Gilbert LLP), Rebecca Honeyman (SourceCode Communications), and Aaron Kwittken (PRophet) highlighted the importance of balancing AI’s capabilities with human insight. The panel focused on the capability of cognitive AI to revolutionise the PR industry to a much deeper level than genAI can. Discussions spanned enhancing operational efficiency, fostering transparency, and shifting to value-based pricing models. Participants emphasized the
need for transparency with clients, fostering trust in AI usage, and preparing for workforce changes as AI reshapes agency operations.
DAY 2 HIGHLIGHTS
The welcome speech on the opening of Day Two set a powerful context for the day, addressing the evolving challenges in public relations and the shift from shareholder to stakeholder priorities. Paul Holmes emphasised the critical role of strategic advisory as companies navigate rising disinformation, DEI initiatives, and the global impacts of geopolitical events, such as the ongoing Gaza conflict and rising tensions with China. He underscored the need for PR professionals to lead with transparency and prioritise societal benefit in corporate governance, preparing to offer informed guidance amid global instability.
Power and Prejudice
It was a privilege to witness a fiery fireside chat between Kara Swisher, renowned journalist, podcast host, and bestselling author, and Gail Heimann, CEO of Weber Shandwick. Their discussion delved deep into the state of women in business, technology, and society. The session highlighted that the ongoing challenges women face in achieving equal opportunities, financial resources, and power are rooted in deep social issues that are not going away anytime soon. Women hold only 6% of CEO positions in the S&P 500, 10% in the Fortune 100 and only 26 countries worldwide are led by women, highlighting a significant leadership gap. This session sparked critical conversations about equity and empowerment, reminding us of the work that still needs to be done to ensure that half the world’s population receives half the opportunity. As Kara frankly explained: “Even if you don’t care about the role of women in society, the simple truth is representation creates a better product… Businesses without women decision-makers are bound to fail.”
Addressing Disparities and Socioeconomic Inequality
In this session panelists Nathan Friedman (Understood.org), Ed Mitzen (Business for Good), Jennifer Risi (The Sway Effect), and Lucy Turland (BD), discussed strategies to tackle inequality across wealth, health, and workplace equity. Key points included a call for business leaders to support marginalised communities and an emphasis on neurodiversity and inclusivity in the workplace. They highlighted the disparities in access to health technology, advocating for equitable initiatives such as the promotion of methods like self-collection for diagnosing cervical cancer, especially for underserved communities. Panelists addressed the importance of awareness in promoting diversity and workplace inclusivity and pointed to the role of community engagement and acknowledgment of historical injustices in driving meaningful change.
The Future of Comms
Mike Doyle (Ketchum), Kathy Baird (The Washington Post), Carlisle Campbell (Capital One), Megan Doern (Deloitte), and Emily Metz (American Egg Board) discussed the evolving landscape of public relations, especially the need for adaptability in strategic communication approaches. Panelists noted the importance of data-driven insights, with tools like media intelligence dashboards increasingly vital for impact measurement. They highlighted the growing expectation for brands to address societal issues proactively, stressing authenticity in crisis preparedness. Key predictions for the future included adapting to native strategies for new content platforms like TikTok, exploring ethical partnerships with creators, and integrating AI to streamline communication processes. The role of future PR professionals is one requiring resilience, strategic speed, and strong listening skills to meet shifting audience expectations and leverage AI without compromising human connection.
Reputation Resilience in a Shifting Political Landscape
In a highly anticipated session, Chris Foster (OPRG) and Michael Steele (former RNC Chair) discussed the complexities shaping the upcoming U.S. election, with a focus on economic and immigration issues. They talked about the critical role of civic engagement, voter participation, and effective communication strategies, particularly in a polarised political environment. The conversation highlighted the impact of consumer expectations on corporate political stances and the need for businesses to balance apolitical aspirations with social pressures. Data-driven approaches in political messaging and the role of AI were also examined, especially the risks AI poses for misinformation and voter manipulation. The session concluded with insights on the Republican Party’s internal struggles, the global implications of U.S. politics, and the challenges and evolving role of women in political leadership.
From Now to Next: Get Ready for the Thirsty 30s
Panelists Maja Pawinska Sims (PRovoke), Dara Busch (Havas PR North America), Evelyn Furia (Perrigo), and Madison Pietrowski (GetYourGuide) explored strategies for building authentic consumer connections in a rapidly evolving marketplace. The conversation emphasised on the need for cultural relevance in communication campaigns, giving example with brands like Opill, the first over-the-counter birth control pill, which uses partnerships with organisations like the WNBA to strengthen brand trust and empower consumer choice. In travel, GetYourGuide highlighted the influence of pop culture and the growing preference for guided experiences among younger travelers. The role of AI in marketing was examined, stressing the need to balance technology with human interaction for authenticity. The session concluded with insights on the vital role of employee engagement as brand ambassadors and the need for attentive, adaptive brand strategies to resonate with modern consumers.
Navigating the Intersection of Business and Politics in the Year of Elections
The most talked about session of the day, featuring Aaron Guiterman (Edelman Global Advisory) and Nikki Haley (Former U.N. Ambassador and South Carolina Governor, Vice Chair of Edelman Global Advisory), delved into the critical role of businesses in a politically polarised landscape. They highlighted the pressing need for proactive collaboration between businesses and government regardless of who wins on November 5th. Trust in the US government remains at its lowest, with only 45% of citizens viewing it as a reliable truth source. This requires politicians to rethink their audience engagement and do everything possible to create policies for unity. Haley shared personal insights on leadership and communication during crises, underscoring the value of transparency, respect, and message discipline. Finally, the session concluded with a call for media accountability and a return to unbiased reporting to mitigate societal divides.
DAY 3 HIGHLIGHTS
Conquering Chaos: Earning Attention and Credibility in an Always-On, Often Off-Base Information Environment
Mike Allen (Axios) and Craig Buchholz (Burson U.S.) discussed cutting through today’s fragmented media landscape with the power of “smart brevity”. Clear, concise and respectful messaging is a successful strategy to capture attention and build trust. Allen shared how Axios’ local journalism model strengthens regional trust, underscoring that people value authentic, direct communication—especially from familiar organisational voices. Addressing misinformation and declining trust in institutions, they stressed that organisations must anticipate and align with societal and employee expectations, particularly as trust shifts closer to direct managers and leaders who communicate authentically.
New Corporate Activism Era
Bayer’s Daniella Foster, Las Vegas Raiders’ Piper Overstreet-White, and Global Strategy Group’s Jim Papa shared insights on how their organisations are addressing ESG expectations and what they are doing to tackle the stigma around this word in the US. Foster highlighted Bayer’s commitment to sustainability and healthcare access, announcing that they have recently developed the first recyclable medicine blister in the industry at scale. Overstreet-White underscored the Raiders’ community-centered efforts and how they manage stakeholder relationships to bring positive change. Their experiences reinforced the importance of adapting the wording of ESG messaging to resonate with local communities by focusing on human communication, rather than corporate jargon. The session underscored the importance of measurable impact and effective storytelling to gain stakeholder support, with a focus on adapting ESG narratives across regions to better resonate with local communities.
A robot designed this panel: A lively discussion with a robot about empathy, emotions, ethics, equity & personality in industry 5.0 Storytelling
Sarah DaVanzo and Mark Durney from Porter Novelli brought their robot Alex to the stage to explore how AI can enhance empathetic storytelling and communication efficiency. The robot itself spoke about addressing ethical concerns in AI models such as hallucinations, bias, and representation. Highlighting the importance of responsible AI practices, the session discussed how collaboration between AI and human creativity can foster public trust and drive innovation in Industry 5.0. As Industry 5.0 emphasises collaboration between AI and human creativity, the session highlighted the importance of responsible, transparent AI use to maintain public trust and balance innovation with ethical and environmental considerations in communication practices.
Reputation Resilience: What the Researcher Tells Us
Research organisation representatives Denise Dahlhoff (The Conference Board), Jason McGrath (Ipsos), and Eliot Mizrachi (Page Society) sat with Paul Holmes to discuss the evolving and increasingly strategic role of Chief Communications Officers (CCOs) in navigating today’s complex business landscape. The panel presented research from Ipsos, the Page Society, and the Conference Board, agreeing on a common finding that the CCO role is evolving and becoming crucial in managing corporate reputation, stakeholder
capitalism, and transparency amidst challenges such as misinformation and low public trust. Discussions also focused on the importance of CCOs having business acumen, digital proficiency, and a collaborative relationship with CEOs to effectively address corporate reputation, employee experience, and corporate culture. The session concluded
by stressing that CCOs must demonstrate their impact through actionable metrics and position themselves as integral to strategic decision-making, with a need for ongoing skill development to meet modern demands in communications.
Inspiration for the Future of Communications
Looking back on the summit, it’s clear that our industry is evolving and taking on new and exciting roles in shaping public trust, advancing ethical storytelling, and driving purposeful brand activism. These conversations and the historical context of the time and place of the summit definitely inspired me. My thanks go to the team at PRovoke for the kind invitation and to all fellow speakers and attendees for the powerful discussions and pleasant networking exchanges.
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