Bali, Indonesia – Communication professionals, academics, and enthusiasts from across the globe recently gathered at the Indonesian island city of Bali for the 12th World Public Relations Forum (WPRF). Organized by the Global Alliance for Public Relations and Communication Management, the forum showcased the theme, “Purposeful Influence for the Common Good”, drawing attention to the role of ethics, innovation, and inclusivity in shaping the future of public relations and communication management.
Among the standout sessions at the event was one moderated by Dr. Omoniyi Ibietan, fnipr, fapra, Head of Media Relations at the Nigerian Communications Commission, titled “Legal Frameworks for Strengthening PR and Communication Management Practice.” Speaking on the session’s objectives, Dr. Ibietan stated, “In today’s dynamic communication landscape, understanding legal frameworks, ethical standards, and emerging technologies is crucial for professionals seeking to balance the public’s need for information with responsible and compliant practices.”
Insights from Global Leaders
The session featured prominent panelists, including Arik Karani, President of the African Public Relations Association (APRA); Dr. Suleiman Haruna, Director of PR at Nigeria’s Federal Ministry of Information and National Orientation; Gladys Diaz of Puerto Rico; and Peter Mutie, a former APRA President. Discussions revolved around the challenges and opportunities posed by artificial intelligence, intellectual property rights, defamation laws, and other legal and digital realities.
Reflecting on the conversation, Dr. Ibietan emphasized, “One of the key takeaways was the need for PR professionals to self-regulate and continually educate themselves about the evolving legal and cultural landscapes. This is essential for navigating ethical dilemmas while fostering creativity and innovation.”
Ethics at the Forefront
A recurring theme throughout the forum was the centrality of ethics in public relations. Dr. Ibietan highlighted this, noting, “Ethics is the foundation of our profession—it is about going beyond societal norms to set standards of behavior that inspire trust and credibility. In an era of disinformation and privacy concerns, practitioners must prioritize ethical practices to maintain public confidence.”
He further pointed out the balancing act required of professionals: “As communicators, we must address the public’s thirst for timely and accurate information while avoiding the ethical and legal landmines that could undermine our efforts. This responsibility demands a commitment to integrity and thoughtful decision-making.”
“As communicators, we must address the public’s thirst for timely and accurate information while avoiding the ethical and legal landmines that could undermine our efforts. This responsibility demands a commitment to integrity and thoughtful decision-making.”
Preparing for a Sustainable Future
The forum also delved into strategies for leveraging soft power, including cultural inclusivity, compassionate leadership, and collaborative approaches to drive sustainable brand success. Diversity, equity, and inclusion (DEI) alongside environmental, social, and governance (ESG) considerations were identified as critical factors in fostering long-term reputation management.
Dr. Ibietan remarked on the importance of innovation and continuous learning: “The trailblazers of tomorrow will be those who dare to innovate responsibly, who intentionally build meaningful relationships, and who leverage AI and other technologies ethically. These leaders will understand the power of demographics, psychographics, and insights in crafting impactful messages.”
A Global Call to Action
The WPRF 2024 also highlighted the importance of empowering rural communities and integrating structured PR education into academia to ensure the next generation of practitioners is well-equipped to navigate the industry’s complexities.
Summing up the forum’s significance, Dr. Ibietan said, “This year’s event underscored the transformative potential of communication as a force for good. By anchoring our practices in ethics, inclusivity, and innovation, we can create a world where public relations is not only a tool for information but a catalyst for positive change.”
As the WPRF concluded, participants left inspired by the call to use their influence purposefully to foster global good and drive sustainable progress in communication management.
