News: A new path in communications excellence

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THE Public Relations and Communications Association (PRCA) second annual Virtual International Summit on March 30 and 31 will explore how PR and communications professionals are defying global markets to deliver exceptional value for organizations and societies around the world.

Following last year’s inaugural Summit where more than 700 delegates tuned in from 35 different countries, this year promises to be one of the top global industry events in 2021. From New York to New Delhi, the Summit will showcase communications excellence by some of the most innovative brands and organizations, like Google, Edelman and Microsoft. Attendees will learn about new and emerging trends in communications practice and how PR professionals are helping to forge a new path for organizations across the world.

Speaking ahead of the event, PRCA director general Francis Ingham, said, “Our International Summit is truly global. With speakers from giant brands like Microsoft and Google to organizations like AMEC, who are at the cutting edge of measuring PR’s true impact, delegates will be treated to the very best global perspectives.”

Jordan Rittenberry, chairman, Middle East and Africa, at Edelman said, “The pandemic has put trust to the test across all major institutions. Across Africa, inequalities have deepened and a new mandate for business has emerged. Our 2021 Trust Barometer reveals that business must step up and help society navigate the Covid-19 crisis, taking the lead on driving positive change and forming partnerships to fill the void left by government. In addition to speaking out and addressing societal challenges that have been exacerbated by the pandemic, CEOs and business must work to fill the information gap, creating truthful, unbiased and reliable information.”

Leo McKay, communications director, EMEA, at Microsoft, who is also a speaker at the virtual event, said, “The pandemic has impacted the media industry more than most, with pre-pandemic trends around closures, consolidations, newsrooms reductions and business model changes accelerating rapidly. This means communicators must be more focused, more targeted, and more realistic in terms of what stories we tell, and the impact we deliver for our companies and clients. 

“Along with that, there has been a significant shift in emphasis to employee communications, as we help management be more connected with their teams. We need to be communicating in a way that is respectful of people’s time, their current working and family situation, while also helping our businesses respond and recover.”

For more information see prca.org.uk.

Photo: Jordan Rittenberry, chairman, Middle East and Africa, at Edelman