In today’s digital landscape, public relations is no longer just about managing media coverage or releasing statements. It’s about building genuine, lasting connections between organizations and their audiences. Among the many emerging communication tools, podcasting stands out as one of the most powerful for creating authentic engagement. Through storytelling, conversation, and voice, podcasts allow brands to connect on a deeply human level and turn listeners into loyal communities.

Unlike short-form content on social media, podcasts offer something rare in modern communication: time and attention. A single episode invites listeners to spend minutes – or even an hour – immersed in a story. This extended format fosters intimacy and trust, creating a bond between the host and the audience. For public relations professionals, that connection represents an invaluable opportunity to humanize their organization, share values, and speak directly to stakeholders without the filters of traditional media.

At the heart of podcasting lies storytelling. Stories have always been central to effective communication because they engage both the mind and the emotions. Through personal anecdotes, experiences, and reflections, podcasts can make abstract ideas tangible and relatable. A brand that uses real voices – employees, clients, community members – can bring its mission to life in ways that feel genuine rather than promotional. Listeners are far more likely to remember how a story made them feel than the facts it presented.

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In today’s digital world, a company’s reputation is no longer shaped only by its products or services, but by the ideas and values it communicates. Thought leadership has become one of the most powerful tools for organizations that want to strengthen their corporate reputation, and LinkedIn stands out as the most effective platform to achieve this. With over one billion professionals worldwide, it offers an ideal space to showcase expertise, share insights, and engage in meaningful conversations that build credibility and trust.

Thought leadership is about more than just being knowledgeable. It is about leading discussions, sharing perspectives, and inspiring change within an industry. When business leaders and companies use LinkedIn strategically, they can influence how people perceive their organization – not just as another player in the market, but as a reliable voice that drives progress and innovation. A well-managed thought leadership presence can enhance brand visibility, attract partnerships, inspire employees, and even support crisis resilience by demonstrating consistent values and expertise.

LinkedIn provides a unique environment for this kind of communication. Unlike other social media platforms, it is designed for professional dialogue. Its algorithm rewards engagement and authentic interactions, making it easier for valuable insights to reach a wider audience. Through articles, short posts, videos, or newsletters, companies and their leaders can position themselves at the center of relevant industry conversations. Importantly, people on LinkedIn tend to connect more with personal voices than with logos. That’s why the most successful corporate communication strategies often combine both company pages and executive profiles. The company page maintains professionalism and consistency, while executive posts bring authenticity, human emotion, and personal storytelling.

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The PRovoke Global Summit 2025 is just around the corner, taking place in Chicago, IL from 3-4 November, and we’re excited to share an exclusive opportunity with all WCFA members.

As part of our ongoing collaboration with PRovoke Media, WCFA members can now enjoy a 40% discount on registration for the summit – one of the most anticipated global gatherings in the communications and public relations industry.

This special offer is available for all ticket types – apart from the single SABRE ticket and the full SABRE table options, and provides full access to the thought-provoking panels, networking opportunities, and cutting-edge insights that define the PRovoke experience.

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In today’s fast-paced digital world, social media has become the heartbeat of public relations. Platforms like Instagram, X (formerly Twitter), LinkedIn, and TikTok are not just spaces for storytelling – they’re dynamic ecosystems governed by algorithms that decide what content thrives and what fades into the background. For PR professionals, understanding these algorithms is no longer optional; it’s essential. As algorithms evolve, so must the way we measure communication impact.

The Algorithmic Shift: A New Gatekeeper for Visibility

Gone are the days when follower count or post frequency guaranteed visibility. Today, algorithms act as the invisible editors of our digital narratives. They prioritize content that drives engagement – comments, shares, saves, and meaningful interactions – rather than simple impressions or reach.

Each platform’s algorithm operates differently, but the principle is universal: relevance and engagement over volume. For PR teams, this shift means that traditional metrics like media coverage or basic social reach are losing significance. Instead, communicators must now focus on engagement quality, sentiment analysis, and how well content resonates with target audiences.

As a result, the success of a PR campaign can no longer be measured solely by how many people saw it, but by how deeply audiences connected with it.

The Italian PR agency ranked first in Europe earlier this year and has just been confirmed as #1 on the “2025 Global Top 100 Inspiring Workplaces List” thanks to its commitment to wellbeing, inclusion, and giving employees a voice  

A historic milestone for Italian communications: the Italian PR agency BPRESS has been awarded the best workplace in the world in 2025 by Inspiring Workplaces, the global platform that annually identifies, recognizes and celebrates the organisations that put their people first.

Founded in Milan and active for over 35 years in corporate communications consulting, BPRESS ranked first globally, surpassing multinationals and major international brands. This achievement demonstrates how a 'People-First' culture can be a concrete competitive advantage, regardless of the organization's size.

Unlike many rankings based solely on internal surveys, the Inspiring Workplaces Awards require tangible evidence and real cases demonstrating a company’s commitment to employee wellbeing and growth. An independent panel of experts assessed the entries based on six key criteria: Culture & Purpose, Leadership, Wellbeing, Inclusion & Belonging, Employee Voice, and Employee Experience.

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By Lars Voedisch, Founder and CEO of PRecious Communications, and Thabisile Phumo, Executive Vice President Stakeholder Relations at Sibanye-Stillwater. Both are Executive Committee Members of WCFA.

Gathering in Nairobi for Africa Global PR Week 2025, communicators from across the continent and beyond shared a clear message: Africa is not waiting to catch up. It is setting the pace. As fellow speakers and members of the World Communications Forum Association (WCFA), we were struck by how Africa’s realities and innovations mirror global shifts while also charting a unique path forward. 

Africa’s demographic power is the first signal. With over 385 million people online and the youngest population in the world, Africa already accounts for more than one third of global youth. These young audiences are not a “future opportunity.” They are already shaping culture, consumption and communication. The global PR industry cannot afford to overlook them.

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Public Dialog Agency, a WCFA Corporate Member, was awarded a silver Stevie® Award for the XPENG: Charging Into Poland campaign in the Communications or PR Campaign of the Year - New Product or Service Launch category and a bronze award in the Communications or PR Campaign of the Year - Healthcare category for the Hematuria? Act Now! educational campaign in the 22nd edition of The Annual International Business Awards®.

Article by Lars Voedisch, Founder of PRecious Communications