Insights

Earlier this month I had the pleasure of attending the Public Relations Organisations International (PROI) Global Summit in Delhi, India. An annual event that brings together top professionals from the best independents communications firms to discuss industry developments, issues & best practices in public relations.

(For those that don’t know, PROI is a global partnership of independent public relations firms consisting of over 70 partners in more than 100 cities worldwide. A key perk of being a PROI partner is the opportunity to collaborate across borders on projects, sharing best practices that in turn ensure clients receive consistent and effective communication strategies, regardless of their location.)

Throughout the conference, I had the opportunity to rub shoulders with industry leaders, gaining valuable insights into the current challenges facing the industry. Challenges, in my eyes, always represent an opportunity – and we discussed many of these over the four days. From panel discussions on crisis management, to keynote speeches on the rise of India, the summit was provided a wealthy of information, and inspiration.

“You will not be replaced by AI, you will be replaced by someone using AI.”

I have been given the task of providing my three key takeaways, a difficult feat as there were many, but if I really had to sum up the conference in three bullet points, these would be them:

India’s Development: India's rapid development is rapidly turning it into a global powerhouse. Its infrastructure and population are growing at an incredible pace, making it a key market and global player. Companies and organizations that want to succeed in India will need to effectively communicate with Indian audiences to build relationships and achieve their goals. India's recent Oscar win for Best Song underscores the country's cultural influence and growing global profile. As India continues to make its mark on the world stage, it will be increasingly important for businesses and organizations to understand and tap into the country's unique and dynamic culture.

AI's Impact on PR: Artificial intelligence (AI) is rapidly changing the communications industry. While some may fear AI, the summit emphasized that it can be a powerful tool for the industry. By leveraging AI to automate routine tasks, PR professionals can free up time for more strategic and creative work. Additionally, AI-powered analytics can provide valuable insights into audience behavior and preferences. The keynote speaker, Doy Roque of M2.0 Communications summarized his presentation with the quote, “You will not be replaced by AI, you will be replaced by someone using AI.”

ESG means impact: The public demands genuine ESG initiatives and effective communication about them. PR professionals help companies develop and communicate ESG strategies, but initiatives must have real-world action and results. Companies that fail to deliver on their promises face reputational and financial risks. It's critical for businesses to embrace ESG principles, integrate them into their core operations, and communicate progress transparently. By doing so, they build lasting trust and credibility with customers, stakeholders, and the public, while creating positive social and environmental impacts.

Overall, the PROI global summit was an invaluable experience, providing an opportunity to learn from and connect with some of the most talented and innovative minds in the public relations industry. I’ve left the summit feeling energized, inspired, and ready to put those things learned into practice. Looking forward to reconnecting with our APAC cohort in Bali later this year.