Beyond Boundaries - Reflections on the World Public Relations Forum 2024
Dec 2
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Catherine Arrow
This year’s World Public Relations Forum (WPRF) brought our profession together in Bali, a location as rich in cultural diversity as the Forum itself. Over a few intense (and very hot) days, practitioners, academics and leaders came together to explore the challenges, opportunities and shifting responsibilities shaping our field.
The Forum is always more than just another conference - it’s a meeting of minds, ideas and innovation. Every discussion carried a sense of urgency and purpose reflecting the complex global issues we’re navigating. From ethics to AI, culture to crisis, the conversations were challenging, forward-thinking and profoundly engaging.
The Forum is always more than just another conference - it’s a meeting of minds, ideas and innovation. Every discussion carried a sense of urgency and purpose reflecting the complex global issues we’re navigating. From ethics to AI, culture to crisis, the conversations were challenging, forward-thinking and profoundly engaging.
Professor Emeritus Anne Gregory set the stage on day one, challenging us all to do better and the organisers crafted a programme that took a hard look at some of the big questions. It covered ground we all must walk - from addressing misinformation to rethinking sustainability. The forum’s inclusive approach ensured a diverse range of voices shaped the dialogue even on the difficult topics - and the creation of a day dedicated just to young and emerging practitioners was nothing short of genius.
What stood out was the focus on collaboration - the importance of connecting across disciplines, sectors and geographies. This year’s Forum reminded us that one of our collective strengths lies in diversity of thought and practice.
Personally, WPRF24 will stay with me for a long time. I was surprised and deeply honoured to be named the Global Public Relations Practitioner of the Year. It’s an award that feels a lot bigger than me and it reflects the work we do as a profession to push boundaries, build trust and drive meaningful change.
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In receiving this recognition I couldn’t help but think what my parents would have thought were they still here - my Dad particularly, as I credit him with sparking the flame that keeps me curious, learning constantly and doing my best to support the voices that often go unheard. Abroad, my thanks go to the organisers, my peers and the global public relations community and, at home, to my husband Tony and our sons (because they’re wonderful and I love them very much).
But awards and forums are not just about what we have achieved. They underline our present and future responsibilities given the imperative we all face - grappling with what comes next. Ethical concerns about AI were central to the panel I was part of with Adrian Cropley OAM, FRSA, IABC Fellow, SCMP, GCSCE and Ana Pista, APR and together we took a hard look at the daily challenges practitioners as well as the challenges yet to come.
Hearing from others about their strategies, successes and failures was a pertinent reminder that we are all navigating the same seas and that shared experience with the opportunity to talk together is invaluable.
As the forum wrapped up, I found myself reflecting on the importance of moments like these - moments where we pause, connect and recommit to the work we do. Public relations has the potential to drive real, lasting change and WPRF 2024 gave us a chance to consider together how we can meet the moment.
My thanks again to the Global Alliance and the organising team for hosting an event that left us all better informed, better connected and better equipped to tackle what's coming. The event was hosted by PERHUMAS and superbly led by Boy Kelana Soebroto. The organising team did an incredible job not just with the event staging but with the care, kindness, generosity and hospitality shown to us all. Thanks too must go to the Global Alliance for Public Relations and Communication Management board who worked so hard with particular thanks to Prita Kemal Gani and Justin Green GA President and, of course, to our own Fiona Cassidy, GA board member and dear friend.
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