Rising to the Call – Empowering Young Professionals in a World of Opportunities and Responsibilities

LAINNYA

Nov 22 2024, 17.27

“The youth of today are the leaders of tomorrow,” declared Boy Kelana, Chairman of PERHUMAS, as he opened the final day of the Indonesia Young Public Relations Gathering 2024 in Bali. These words reverberated through the conference, a resounding call for young professionals to not only dream of a better future but to actively build it. Youth, with its inherent energy, creativity, and audacity, has the potential to shape a world that is responsible, inclusive, and sustainable. For public relations professionals, the message was unequivocal: the time to lead with purpose is now.

Kelana set the tone by urging young PR practitioners to become game-changers, but with a crucial caveat. “Being a game-changer,” he said, “is not about merely disrupting the norm; it is about creating meaningful change that benefits society.” This sentiment was a unifying thread across the day’s sessions, with speakers challenging attendees to embrace boldness, innovation, and accountability in equal measure.

One of the standout sessions of the day centered on Indonesia’s pressing need for a green workforce. Zagy Berian, a sustainability advocate and leader of a youth-led climate initiative, painted a stark picture of the environmental challenges ahead. “Indonesia needs 12 million green jobs,” he stated, calling on young professionals to play an integral role in meeting this ambitious target.

Berian shared the story of a comprehensive PR strategy spearheaded by young communicators to mobilize communities and universities. This initiative wasn’t just about raising awareness but building capacity and creating a blueprint for action. “We decentralized the mapping,” he explained, “to empower local communities to advise us on what was needed and to be part of the solution.”

Berian’s approach demonstrated the power of public relations to transcend its traditional role. Here, communication was a tool for advocacy, mobilization, and tangible impact. Young professionals were not just messengers but architects of change.

“Our goal was to create an ecosystem,” he said, emphasizing the importance of collaboration across sectors. His challenge to the audience was clear: PR professionals must view themselves as leaders in the fight for sustainability, using their platforms to amplify solutions and inspire collective action.

The theme of collective responsibility was echoed by Kanjeng Gusti Pangeran Adipati Arya Mangkunegoro X, leader of the Mangkunegaran Kingdom in Surakarta, Indonesia, who spoke passionately about the role of culture in shaping the future. “Culture evolves,” he said. “It becomes a part of daily life and needs to align with the context of its era to remain relevant.”

The Mangkunegaran Kingdom’s “culturefuture” initiative offers a blueprint for integrating tradition with innovation. It encompasses mental health, education, environmental sustainability, and the arts, demonstrating that culture is not a relic but a dynamic force for progress.

Mangkunegoro introduced the concept of SELARAS—harmony between nature and humanity—as a guiding principle. “Culture is an asset,” he asserted. “It is something we carry in our day-to-day lives and a foundation for our governance and regeneration.” He also highlighted the kingdom’s commitment to engaging young people in cultural preservation and innovation, calling it both a responsibility and an opportunity. His words were a reminder that public relations is about more than storytelling—it’s about creating connections between the past, present, and future.

The practical application of these themes was further explored by Fiona Cassidy, Director at FR Consulting and a leading voice in PR innovation. Cassidy challenged the audience to consider their “why.” “What drives you? What is your mission?” she asked. For Cassidy, purpose is at the heart of effective communication. Drawing on her personal experience of reworking a failed campaign with an indigenous community, she emphasized the importance of accountability and collaboration. “We owned our failure,” she said, “and then fixed it with the community leaders. That’s what builds trust.”

Cassidy’s insights into personal branding were equally compelling. “Relationships are everything,” she said. “If you don’t create lasting connections, your brand won’t be strong.” Her advice to the audience was to balance visibility with authenticity, embracing social platforms while safeguarding their values. “Don’t always believe what you see on your phone,” she cautioned. “Be your own reality.”

The conference also delved into the transformative potential of technology, with Boy Kelana addressing the ethical responsibilities of using artificial intelligence (AI) in communication. “AI offers incredible potential to transform communication,” he said, “but we must ensure it serves humanity without compromising values like honesty, empathy, and accountability.” Kelana’s introduction of an AI Code of Ethics into PERHUMAS’s framework reflects the profession’s evolving challenges and opportunities. It also underscores the need for young professionals to be both innovative and principled in their use of technology.

Norman Agatep, President and Managing Director of Grupo Agatep in the Philippines, reinforced this call to action by urging young PR practitioners to cultivate curiosity and problem-solving skills. “Always ask WHY,” he said. “The most productive people are those who observe, contribute, and think of solutions.” Agatep’s advice to adopt a fail-forward mentality resonated strongly. “Mistakes are opportunities to learn and grow,” he said. “Stand up, use the lessons, and keep moving forward.”

The final speaker of the day, Ziena Jalil, Chief of Staff at the New Zealand Institute of Skills and Technology, brought the discussions full circle with her inspiring vision of sustainability and leadership. Jalil emphasized that creating a sustainable world is not an overwhelming task but a series of small, meaningful actions. “We owe it to this world to leave it in a better state than we found it,” she said. Drawing on her journey as New Zealand’s youngest trade commissioner, Jalil urged the audience to seize opportunities and embrace their uniqueness. “You will lose 100% of the races you don’t start,” she said. “Dare to compete. Believe in yourself.”

Jalil’s reflections on the importance of relationships struck a poignant chord. “In a troubled world, our relationships are critical,” she said. “Life deals you certain paths—it’s what you do with them that shapes your future.” Her call to action was both personal and universal: know your mission, stay determined, and leverage the power of youth to create lasting change.

As the conference concluded, the energy in the room was palpable. More than 250 Students and Young professionals took up the call to action and signed Global Alliance’ Responsible Communication Manifesto as a practical commitment to their profession.

The future, as Kelana reminded the audience, is not something to wait for—it is something to create. The speakers challenged young professionals to rise to the occasion, blending passion with purpose and responsibility with innovation.

Five Calls to Action for Young Professionals:

1. Own Your Purpose: Reflect deeply on what drives you and align your career with your mission. Your “why” will guide your actions and amplify your impact.

2. Lead with Accountability: Acknowledge your mistakes, learn from them, and work collaboratively to build trust and create meaningful change.

3. Innovate with Integrity: Embrace technology, but do so ethically. Be a steward of responsible communication, ensuring your tools serve humanity.

4. Champion Sustainability: Commit to actionable, localized change in your community. Use your platform to mobilize others toward a greener future.

5. Seize Opportunities: Dare to compete, take risks, and embrace challenges. Believe in your ability to lead and make a difference.

The conference was not just a celebration of ideas but a call to action for young professionals to step boldly into their roles as leaders of today and tomorrow. The stage is set, the world is waiting, and the future is yours to shape. Will you rise to the challenge?

Penulis : Jenny Muir

Editor : Doddy Rosadi

World Public Relations Forum 2024