For years, Corporate Social Responsibility (CSR) reports have been the standard tool companies use to demonstrate their commitment to ethical conduct and sustainability. These glossy documents were once seen as a reliable reflection of a company's values. Yet as societal expectations evolve, traditional CSR reporting is increasingly viewed as insufficient. Stakeholders now demand something deeper and more authentic: a renewed form of corporate citizenship grounded not in selective storytelling, but in genuine transparency and accountability.

The limitations of CSR reporting have become increasingly visible. While reports often highlight achievements, they rarely capture the complexities and shortfalls of daily business operations. As a result, the gap between a company’s narrative and its real-world behavior has widened. Digital activism, social media scrutiny, and the ease with which information spreads have made it impossible for companies to rely solely on controlled communication. Instead, they are now judged on the consistency of their actions, not the elegance of their annual statements.

This shift marks the resurgence of corporate citizenship as a guiding philosophy. Unlike the traditional CSR model, which frequently positions responsibility as a separate function, corporate citizenship embeds ethical behavior throughout the organization. It requires leaders to integrate sustainability, fairness, and social value into business strategy rather than treat them as add-ons. In this renewed model, responsibility is not a department – it is an identity.

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The communicator’s toolbox has never been more powerful – or more overwhelming. In a landscape where channels evolve almost monthly and audiences expect immediate, two-way dialogue, communication professionals must navigate an ecosystem of tools that are not only innovative but strategic, ethical, and integrated. Today’s practitioners are expected to master a suite of technologies that streamline workflows, sharpen insights, and elevate storytelling. Understanding how these tools fit together is essential for building a coherent, future-ready communication practice.

One of the biggest shifts in recent years has been the rise of AI copilots. Tools like ChatGPT, Gemini, and Microsoft Copilot and many more now sit at the start of many communication workflows, helping professionals generate ideas, research audiences, and craft first drafts of content from speeches to newsletters. Their true value, however, lies in how they are used. The most effective communicators treat AI as a collaborative partner rather than a substitute for human judgement. This means refining content to match the organisation’s tone of voice, verifying facts, and applying ethical standards. Many teams have also begun developing internal AI guidelines to protect data privacy and maintain transparency.

Social listening and reputation intelligence platforms have become another essential element of the modern communicator’s kit. As conversations increasingly unfold across digital platforms, tools such as Brandwatch, Meltwater, Sprinklr, and Talkwalker offer real-time insights into sentiment, emerging issues, sector narratives, and competitor activity. These platforms allow communicators to anticipate crises, understand what resonates with stakeholders, and identify the communities and influencers shaping public discourse. When integrated into regular reporting, social listening transforms monitoring from a passive activity into strategic guidance for leadership.

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Few phenomena have reshaped modern communication as profoundly as cancel culture. What began as an online movement for accountability has evolved into a defining feature of how organisations, brands, and public figures navigate reputation and public perception. Whether viewed as a form of social justice or digital mob behaviour, cancel culture has permanently altered the rules of strategic communication.

At its core, cancel culture is the collective withdrawal of support following a perceived ethical or moral failure. Social media has amplified this process, turning moments of outrage into viral spectacles. A single comment, campaign, or misstep can trigger widespread backlash in a matter of hours. For communication professionals, this presents an unprecedented challenge: how to respond quickly and transparently without feeding into the storm.

In the past, crises unfolded through traditional media channels, allowing for a degree of control and preparation. Today, audiences hold that power. Anyone with a smartphone can shape a narrative, launch a movement, or demand accountability. Reputation has become a shared space – co-created by organisations and their publics. This new dynamic requires communicators to listen continuously, monitor sentiment, and engage in authentic two-way dialogue rather than relying on one-way messaging.

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In recent years, the rise of short-form video platforms – notably TikTok, but also Instagram Reels, YouTube Shorts and other vertical video feeds – has not only transformed how we consume content but also how organizations communicate. For public relations professionals, this shift, often referred to as the “TikTokisation” of communication, presents both new opportunities and significant challenges.

Short-form video thrives on speed, immediacy, strong visuals and emotional hooks. It fits perfectly with today’s audience behavior: shorter attention spans, constant scrolling and a preference for quick, entertaining content. Research shows that qualities such as usefulness, ease of use and entertainment value strongly influence how consumers build trust and make decisions. In marketing, that translates into higher engagement and brand exposure.

In this new landscape, attention has become the most valuable currency. With countless posts competing for visibility, any message must capture interest within seconds. The longer a viewer hesitates, the greater the risk they scroll past. Storytelling, therefore, must be leaner and punchier. Instead of a slow narrative build-up, effective short-form communication relies on strong hooks, dynamic visuals and clear calls to action. The format rewards clarity and emotional resonance over complexity.

Visual and emotional cues have become essential tools in the communicator’s arsenal. Short-form videos allow PR professionals to express not just information, but tone, authenticity and empathy. Younger audiences, especially Gen Z, respond strongly to content that feels genuine rather than polished. A recent study even found that influencer relatability and visible trust signals in short-form videos significantly boosted purchase intentions among younger viewers. This finding underscores a broader truth: the audience values honesty and imperfection more than scripted corporate language.

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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