The enemy we can't avoid
With AI poised to reshape the PR profession, industry leaders are right to be wary of its impact on the essential human qualities that define long-term relevance.
A conference, as the late Francis Ingham once remarked to me, marches on its stomach. Food matters, so too the venue, naturally. But canapés and chandeliers are never enough. A decent turnout is sought, perhaps a little less desperately than in pre-Covid times. The schedule cannot slip, with the hope that a few sessions spark a measure of inspiration. Photos ought to be ready soon, ensuring your participants look ready for primetime or, at the very least, LinkedIn. And don't forget the content! Nor the lighting, temperature and roaming mics.
No doubt I have missed many elements that determine a successful event. But, after our Reprise gathering in Dubai last week, no longer will I underestimate the importance of candour. That may not be easy, necessarily, because realism is not always prioritised at industry shindigs. There are services to sell, achievements to tout and prospective employers to impress. Not everyone wants to discuss this industry's problems.
Luckily, through whatever alchemy produces these results, our Reprise participants reminded me that the PR world can only progress if it addresses its challenges with the same energy that it reserves, rather more breathlessly, for hyperbole. Reflecting on his pioneering journey in the region, for example, Sunil John took few prisoners in describing the comms sector's size and significance. To those listening, the broader implication was unmistakeable: to fulfil their transformative potential, PR practitioners will need to engage with what they need to hear, not just what they want to hear.
That sense of tough love permeated through other discussions. Alka Winter, Anastasiya Golovatenko and Neda Shelton openly recounted their difficulties (and successes) in terms of proving the value of their reputation management work, while Ghaleb Zeidan, Kirsty O'Connor and Udit Pathak pulled few punches in terms of the exceptional cultural intelligence required for brands to prosper across the Middle East's diversity. But, perhaps this outspoken zeal was never more helpful than when the conversation turned to the one topic this industry cannot afford to avoid: the rise of generative AI.
