Francesca Cuoghi
The 25th anniversary is not only a moment of celebration but also an opportunity to renew the importance for ethical and responsible communication.
In an era of rapid technological advancements, shifting social dynamics, and constant global challenges, the ability to convey clear, truthful, and impactful messages is more vital than ever. Public relations professionals play a crucial role in shaping narratives, fostering understanding, and driving positive change. The commitment to acting ethically and responsibly has never been more important as Prof. Justin Green stated in his jubilee speech on 1st January 2025 to celebrate the 25th anniversary of Global Alliance.
President Green highlighted how Global Alliance has faced global challenges and achieved extraordinary results amid rapid changes and turbulence.
"We have lived through a quarter of this century," Green said, recalling the difficulties of 2024, marked by conflicts and disinformation. However, he proudly described how Global Alliance and its members have been at the forefront in defending truth, accuracy, and fairness, especially in an era where disinformation is on the rise. A key theme in his speech was the ethical use of AI, with a call to use its potential for the common good while countering the negative effects it may have on the profession.
Green also praised the evolution of Global Alliance, now more global and representative than ever, thanks to the expansion of its Regional Councils and Board of Directors, which has doubled in size. "Our members are the lifeblood of our alliance," he said, highlighting the doubling of membership and the importance of continuing to offer training and professional development opportunities.
Another point of pride is the global educational initiative, such as the collaboration with the Museum of Public Relations in New York to create an online history of public relations members. Green also spoke about the creation of the Academic and Research Council, which is dedicated to establishing new global standards and professional certifications.
Over the past 25 years, Global Alliance has continued to promote responsible communication through collaborations with the United Nations and other global organizations. Among its recent initiatives, Green talked about the launch of the first "Public Relations & Leadership University" in collaboration with the Nigerian Institute of Public Relations.
He ended his speech with an invitation to stay a trusted source of information in an increasingly complex world, encouraging PR professionals to play their part for a better future. The 25th anniversary is not only a moment of celebration but also an opportunity to renew the importance for ethical and responsible communication.