Perhumas Encourages World Leaders to Make Communication an Engine of Positive Change

LAINNYA

Nov 20 2024, 09.32

Perhumas Indonesia is committed to making communication an engine of positive and meaningful change that reaches every corner of society. Chairman of Perhumas Indonesia Boy Kelana said that today public relations has evolved beyond strategic communication.

“As a member of the global PR association, Perhumas is committed to supporting this important mission. We share the same vision, that PR and world leaders, as a force that not only provides influence, but also ethical and purposeful influence that prioritizes the common good. Therefore, we encourage world leaders to make communication an engine of positive change,” said Boy Kelana when giving a speech on the second day of the World Public Relations Forum 2024, Wednesday (20/11/2024) in Nusa Dua, Bali.

The World Public Relations Forum organized by Global Alliance together with Perhumas Indonesia and Katadata Indonesia this year was attended by 1,400 participants from within and outside the country. A total of 22 countries sent their representatives to WPRF 2024.

Boy added that all Perhumas Indonesia members have the opportunity to shape narratives that build trust, inspire hope, and unite people towards sustainable solutions.

“The World Public Relations Forum will also explore Indonesia's contribution to a sustainable and resilient PR ecosystem. We believe that sustainability is critical to the future of our field approach that not only respects the environment, but also the social ecosystem that underpins public trust and understanding,” Boy explained.

According to Boy, PR and communication practitioners must be able to inspire an increasingly complex and information-rich world by maintaining trust. He said, trust is of course based on one main principle, namely responsible communication.

“Responsible communication means we must be able to manage information wisely, avoid the spread of fake news, and ensure that we contribute to constructive discussions, promoting inclusion and diversity,” Boy explained.

Global Alliance President Justin Green revealed that the current communication landscape has changed with the presence of artificial intelligence. However, said Justin, artificial intelligence will not be able to replace human jobs.

“AI will not take jobs. People who don't know how to use AI will lose their jobs. AI will never know what it's like to buy a house. Having a family grow up in that house, and then losing that house to a natural disaster. The future of artificial intelligence is emotional intelligence,” Justin said.

The Globl Alliance and its members are bound by a global code of conduct and principles for the ethical and responsible use of AI, Justin said, which will take the PR profession into the future.

“So my main message to all of you today, please, please join me and your colleagues from around the world to champion fact over fiction. In short, step up and lead. Be a trusted source of information. Your words have the power to make history. But today, you do not speak with words. You speak with your actions,” Justin said.

Justin added that the Global Alliance and its members around the world are one of the biggest influencers in the world. According to him, the Global Alliance is the voice of the voiceless.

“We are the conscience of the big industrial environment. We are the guardians of climate change. We are the police who crack down on abuses. But, most importantly, we are together fighting for equality and justice for all. Now, we meet this week at a pivotal moment. Not just for our profession, but for the world,” Justin emphasized.

Penulis : Doddy Rosadi

Editor : Doddy Rosadi

World Public Relations Forum 2024

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