ICCO Global Summit 2024: Charting New Directions in PR, With Eyes on India for 2025

Istanbul, Turkey – The ICCO Global Summit 2024 concluded on October 10, 2024, at the Fairmont Quasar Hotel, marking a pivotal moment in the evolution of public relations. Hosted in partnership with the Turkish association member, IDA (Communication Consultancies Association of Turkey), the summit brought together global PR leaders, professionals, and innovators to explore pressing challenges and emerging trends in the field.

With the theme “Reputation. Relevance. Relationships.”, the summit emphasised the dual strategic and creative roles of PR, addressing issues ranging from geopolitical impacts to innovative communication strategies. Over two days, attendees engaged in rich discussions that spanned creativity, technology, and the evolving expectations of next-generation PR professionals. The event served as a critical platform for fostering collaboration and driving industry innovation.

Day 1: Global Perspectives on the Future of PR

The opening day of the ICCO Global Summit 2024 delivered powerful insights into the evolving landscape of public relations, emphasising the integration of creativity and strategic thinking in navigating global challenges.

Keynote speakers, including Simon Shaw from Burson and Paul Holmes from PRovoke Media, set the tone by exploring the essential role of creativity in corporate reputation management and urging agencies to evolve beyond traditional consultancy models. Attendees learned the importance of leveraging creativity to engage audiences effectively in an increasingly competitive environment.

Panel discussions addressed critical themes such as global risk mitigation, the implications of disinformation, and the need for robust reputation management practices. Experts including Patrick Penninckx, Head of Digital Development and Governance at the Council of Europe, Rod Cartwright, Founder, Rod Cartwright Consulting, and Julian Boulding, Founder and President of thenetworkone, emphasised the interconnectedness of geopolitical issues and the importance of adapting strategies to address the emerging complexities of today’s world.

Additionally, discussions on diversity, equity, and inclusion highlighted the need for PR professionals to remain committed to these values despite recent setbacks. Participants gained valuable perspectives on how to reinforce their DEI initiatives effectively and navigate potential backlash.

In addition, attendees engaged in a deep dive into the intersection of AI and data-driven strategies in PR. This forward-thinking exploration examined how AI is transforming public relations, covering aspects from creative processes to ethical considerations. Through compelling case studies and global insights, participants unpacked the evolving relationship between AI and human decision-making, learning how communicators can harness these tools to enhance transparency and build trust. Notable contributions came from Stuart Bruce, Co-founder of Purposeful Relations, Viroslava Novosylna, CEO of SLOVA Tech PR, and Juha Frey, Managing Director of Netprofile, who shared their expertise on leveraging AI in PR.

Day 2: Driving Change through Climate Action and Digital Trust

Day 2 of the ICCO Global Summit 2024 shifted focus to pressing issues of climate action and the digital trust revolution. A pivotal session addressed the challenge of climate fatigue, showcasing how to overcome apathy in climate communications. Engaging examples, such as the inspiring Weather Kids Campaign presented by Marjan Blumberg, Strategic Communications & Advocacy Consultant, UNDP, followed by a panel discussion, highlighted the power of creative and inclusive initiatives that connect global perspectives and drive impactful change. Communicators were encouraged to not only raise awareness but also to shift narratives, reenergizing audiences to take meaningful climate action.

The theme of digital transformation and trust emerged prominently, exploring the evolving landscape of media consumption. With reliance on social media and AI-driven platforms growing, discussions focused on how trust has shifted away from traditional media outlets and influencers toward AI systems. Insights from Natalya Yemchenko, Tarun Nagrani, Dr. Onur Varol, and others provided valuable perspectives on this transformation, revealing implications for public discourse and the future of trust in the digital age.

A significant highlight was the presentation of the Global Women in PR (GWPR) 2024 Annual Index by Susan Hardwick, which examined the impact of returning to the office on women’s career advancement, ongoing harassment issues, and the representation of female leaders in various sectors. Industry leaders discussed actionable strategies for empowering women in PR.

Additionally, sessions on the next generation of PR talent featured insights from the ICCO Next Gen PR Report 2023-2024 and discussions led by Nitin Mantri and panelists, focusing on the aspirations of young professionals. The ICCO Next Gen PR World Cup winners and Turkish Young Lions Talents showcased their innovative work, underscoring the importance of nurturing emerging talent in the industry.

The summit concluded with valuable updates from key regional markets, offering a comprehensive perspective on communication trends across diverse geographies. Insights from experts revealed emerging market opportunities and the unique challenges communicators face globally.

Celebrating Connections: From the Welcome Cocktail to the Gala Dinner

Polpeo’s co-founder, Tamara Littleton, opened the Welcome Cocktail with a powerful speech on the importance of crisis preparation, setting the stage for the event’s collaborative atmosphere. The highlight of the evening was the launch of the GWPR Turkish chapter, where women from across the industry shared their excitement and vision for the future.

During the Gala Dinner after Day 1 of the summit, headline sponsor Faselis greeted guests with a warm welcome, followed by Marjan Blumberg from UNDP, who reflected on the success of the ICCO-UNDP partnership established last year. The evening not only celebrated longstanding partnerships but also fostered new connections, reinforcing the vital role of global cooperation in navigating the future of communications.

Enhancing the Summit Experience with Ventla

As the official platform partner for the ICCO Global Summit 2024, Ventla brought a new level of engagement and interactivity to the event. With its comprehensive feature set, Ventla enabled seamless communication through real-time polls, Q&A sessions, and live event updates. The platform facilitated networking opportunities, featured exciting raffles, and provided official conference photos, all while keeping attendees engaged through the activity feed. Ventla’s integration ensured that participants remained connected, engaged, and fully immersed in the summit’s dynamic atmosphere.

Acknowledgements

The ICCO Global Summit 2024 was expertly guided by our esteemed host, Johna Burke, CEO of AMEC. With over 30 years of experience in PR, communication, and marketing, Johna’s leadership and insight were instrumental in shaping the event’s trajectory. Her extensive background, including leading PR efforts for a Fortune 500 company, provided a unique perspective that resonated throughout the summit.

We would also like to recognize our sponsors and partners, without whom this event would not have been possible. Our Headline Sponsor, Faselis, and Welcome Drinks Sponsor, Polpeo, played crucial roles, along with CARMA, thenetworkone, and Breefcase. Additionally, we appreciate our Platform Partner, Ventla, for enhancing the attendee experience with their innovative features.

Our sincere thanks go to the summit's media partners—Provoke Media, Reputation Today, Comms of Africa, and Strategic —and our strategic and industry partners, including AMEC. Global Women in PR (GWPR), The Promise Foundation, and IDA.

Looking Ahead to India: The Next Frontier for Global PR Conversations and Innovation

With the conclusion of this year’s summit, the ICCO is excited to announce that the next ICCO Global Summit will be held in India in 2025. As a hub of innovation and a melting pot of diverse communication practices, India offers a unique backdrop for discussions on the future of public relations. The country’s vibrant media landscape, rapid technological advancements, and rich cultural heritage create an ideal environment for exploring emerging trends and fostering collaborations among global industry leaders. We look forward to engaging with the dynamic PR community in APAC and showcasing the innovative strategies shaping our industry.

Andras Sztaniszlav, CEO of ICCO, reflects: “The ICCO Global Summit has once again highlighted the critical intersection of creativity and strategy in public relations. Our discussions on pressing global issues—from climate action to digital trust—underscore the need for PR professionals to be not just communicators, but also advocates for change. As we look ahead to our next summit in India, we are poised to harness these insights and drive meaningful progress in our industry.”

Grzegorz Szczepanski, President of ICCO, emphasises: “Bringing together the world’s leading PR professionals for two days of thought-provoking dialogue is no small feat, but this summit has once again proven the resilience and vision of ICCO. Organising it independently for the first time was a major milestone for us, and it reaffirms our commitment to elevating the standards of our profession. The insights gained and connections made here are key drivers for the future, and we look forward to continuing this journey with our global partners.”

Join us next year as we gather once again to explore new horizons in the ever-evolving landscape of communication: www.iccosummit.org