How is the Communications industry transforming globally?

How is the Communications industry transforming globally?

 

This year, the world’s PR professionals have shared their thoughts on key trends transforming our industry and shaking up our old ways of working and thinking. For instance, the effects of the pandemic on the workforce, the influence of artificial intelligence and big data with the digitalization and social media development, the impact of fake news and mis/disinformation with the rising crisis, plus the evolving role of communications with the increasing blurring lines between PR and marketing. This is pushing us to advance our skills.

 

As Vice President of the Global Alliance for Public Relations and Communication Management (GA), I am proud of this PR community of 320,000 professionals from all continents, always sharing and reflecting together on key current issues for a common benefit.

 

In March, we launched a survey among all GA members throughout the world, organized a webinar with European PR experts comparing European trends, and finally, coordinated a global webinar with six GA regional Chairs discovering many outcomes in the following.

 

In Asia Pacific, the impact of digitalization and technology developments, including social media, PR has been key. There is an increased focus on Environmental, Social and Governance (ESG) issues. Currently, Millennial and Z Generations demand transparency and care about individual rights and social justice. In addition, there is the difficulty of recruiting the right talent.

 

Quite similar in Africa. The online digitalization has affected the profession with the massive rise of bloggers and the use of many different social media platforms. This is a great development but it doesn’t always include an essential ethical approach, when you consider the amount of false tweets and fake Facebook pages. PR professionals have the responsibility to educate and encourage audiences not sharing fake news. Due to a lack of human and financial resources, it has also become difficult to recruit the right people.

 

In the Middle East – South Asia, videos and podcasts have become increasingly relevant in communication strategies. Influencer marketing is now part of PR plans; employees advocate for their companies and there is an increased use of external influencers. SEO - Search Engine Optimization – is a necessary part of PR campaigns. Diversity and Inclusion is also an emerging aspect in the organizations.

 

In North America, the overuse of social media, the need to understand Artificial Intelligence (AI), data and to invest on cybersecurity, highlight the necessity for the education about the digital world. Communication opportunities still exist in traditional media as many stakeholders and audiences continue to use them. People are paying more attention to environmental issues and companies sometimes use such concerns to look good. The danger here is greenwashing. PR professionals must improve skills in order to take their place as valued advisors to the top management.

 

Speaking of which, in Latin America, top management and leadership are an important aspect in the communications industry. The Chief Communication Officer and the communicators at large are advisors to the CEO and to other C-level leaders, who are increasingly required to be visible, especially on social media, in a world, which is virtual and digital. The pandemic reframed the workplace and workforce. Mental illness is on the rise due to remote working. Some organizations are still not ready in terms of legislation governing remote working. There is a new interest in ESG as deforestation and climate change are big challenges.

 

In Europe, the geopolitical instability, mainly due to the conflict between Russia and the Ukraine, is affecting business and PR professionals. Relevant, fact-based information is an essential weapon against fake news and propaganda. Achieving transparency can be a painful exercise for companies, but in the long term, it is the only way to maintain trust. AI results in a double-edged sword: it contributes to improved product and service delivery with greater automation and simplification; however, it presents increased reputational risks, e.g. deep fakes. The collection and use of data needs to be accurate and transparent. It is important to arm oneself with knowledge and continue to upskill throughout our lives.

 

How do these trends compare with last year’s?

 

Last year’s trends related very much to the huge impact of the pandemic and the resulting lockdowns. The rise of Technology and Digitalization allowed connecting with wider audiences using new tools. The challenge was to create a new relevant UX virtual experience. The lightning speed of communication due to the huge social media development, pushed to strengthen crisis management strategies and skills to provide timely and accurate information. Trust and ethics were in the spotlight in the times of crisis, combined with Human centric communications aiming to convey inspiring stories promoting common interest. CSR and ESG were more than ever at the heart of companies and their communication plans to highlight the usefulness of organizations and engage with communities.

 

The take away

 

How can we adapt globally? Here are four key takeaways based on all these outcomes.

 

1. Ethics and transparency. In times of crisis, truth is the first victim. It is essential to use fact-based information to guard against fake news and propaganda. To maintain trust, transparent and clear messaging, followed by coherent and relevant actions.

 

2. Digital, new technologies. PR professionals master social media and new virtual formats to provide the best user journey and maintain organizations’ reputations.

 

3. Positive impact is at the heart of companies and PR strategies to create links between internal and external stakeholders, organizations do more than simply pay lip service to ESG.

 

4. The evolving role of communication. The increased flow of information pushes PR advisors to be careful, responsible and reliable. PR professionals must adapt, be agile, upskill and keep learning to be valued at the highest levels and make sure they stay at the forefront of business strategies.

 

 

Silvia Arto

Vice President of the Global Alliance for Public Relations and Communication Management

Chair of the European Regional Council

This article has been posted as part of the Global Alliance Education and Training Month – 2022