WCFA is pleased to welcome Public Dialog as its newest Corporate Member. The company is the first public relations agency in Poland, highly focused on the needs of tomorrow in the realm of communication and the building of genuine, lasting relationships between institutions, brands, people, and their environment.

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The World Communications Forum Association is thrilled to introduce the addition of four outstanding PR experts as new Individual Members. Their diverse backgrounds and wealth of experience promise to bring fresh perspectives to the realm of communications, poised to make significant contributions to the growth and development of the industry. We warmly welcome these talented professionals and look forward to the innovative ideas and impactful insights they will bring to our community.

Ani Khachatryan (Armenia) – Ani is a communication expert with 7+ years’ experience in public diplomacy, media outreach, strategic communication and international affairs. With her solid expertise and academic background in the field of diplomacy, she has been working for the European Union's public diplomacy and strategic communication program in the Eastern Neighborhood for years. Besides, Ani has vast experience of working in the field of public service media, and currently holds the position of the PR and Communications Officer of the Council of Public Broadcasters of Armenia. At the same time, as a freelance expert she supports the communication and visibility of the EU Delegation to Armenia through the EU-funded "Support to CEPA Monitoring, Implementation and Communication" project.

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The rapid advancement of AI and metaverse technology combined with the evolving popularity of influencer marketing are fueling the new social media sensation – virtual influencers.  Virtual influencers are digital personalities that post content from their “lives” along with brand partnership with major companies. They’re not real people but computer-generated characters created with advanced CGI, motion capture and AI technology. The three main types of virtual influencers are non-humans, animated humans and life-like CGI humans.

For better and clearer understanding of the virtual influencer marketing it would be beneficial to acknowledge the similarities and differences between virtual and regular marketing. The creation of virtual influencers presents a significant opportunity for brands and retailers to reduce expenditures traditionally allocated to human influencers. These digital personas can be meticulously customized to appeal to specific customer segments and are not constrained by factors such as working hours, unionization, or other physical and legal limitations that typically affect human influencer partnerships. This development raises concerns about potential job displacement for human influencers and the consequent downward pressure on their wages. Moreover, virtual influencer marketing is cost-effective, efficient, and is expected to enhance further with advancements in Generative AI technology.

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As a purpose-driven business leader, you understand that event sponsorship is a pivotal component of the business events industry. When formulating a marketing strategy, it is crucial to determine where to allocate your time and resources to achieve the best return for your brand. There are several key insights about sponsorships that every PR expert must remember.

Firstly, it is essential to have a clear understanding of your event sponsor’s goals and audience. This fundamental step is vital for comprehending what sponsors aim to achieve with your event. It enables you to identify suitable sponsors and tailor your sponsorship opportunities to meet their needs.

Secondly, creativity plays a significant role in how you incorporate the brand into the event. While traditional options like booth exhibit space remain important, sponsors increasingly seek unique and engaging methods to connect with attendees. Offering innovative solutions such as distinctive social media campaigns or facility graphic spaces can significantly enhance brand awareness.

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With over two decades of experience in corporate communication and leadership positions across various organizations, making significant contributions, Thabisile Phumo made waves with her expertise and innovative approach to corporate communications.

Today as the Executive Vice President: Stakeholder Relations at Sibanye-Stillwater and Executive Committee Member of the World Communications Forum Association, Thabisile leads from the forefront.

Let us learn more about Thabisile’s professional life.

The Journey Begins

Thabisile Phumo had always planned on pursuing an academic career after qualifying as a corporate communications practitioner 27 years ago. This because her career began at the University of South Africa where she was exposed to academics leading in the communication field. However, with limited experience, she decided to venture into the industry first, believing it would benefit her future academic aspirations.

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Article by Zsofia Lakatos, Managing Director at Emerald Public Relations (Hungary) and WCFA Global Advisory Board Member.

I was recently judging a prestigious communications competition and was shocked to find that there is still no healthy link between the advertising and PR professions. What’s more: there is no relationship at all.

Better and better communication solutions are submitted to the jury - but all of them are sorely lacking something to make them truly effective, truly rounded. I suspect this is because many advertising professionals have no idea what PR people do. Years ago, when I worked for a large communications agency, my colleagues and I used to have a lot of fun being cautiously eyed by people in other divisions. They would come and look at us like we were bazaar monkeys.

Being interesting to others would not be a problem. If they would take - and we would take - that one step to bring us closer to the other. I'm genuinely interested in what goes on in the mind of a creative director, how a digital professional works and what a media buyer does all day. I'd like to believe that there are people who are genuinely interested in what a PR professional does all day and why clients pay more or less for their work.

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My business – interview with Zsófia Lakatos, owner-CEO of Emerald PR, former President, and Member Emeritus of the Hungarian PR Association

- What do you consider the highlight of your career so far?
I can't name one thing, because a career path is not a mountain you climb and enjoy the view, it's more like a mountain range, with ups and downs. It meant a lot to me when I was elected President of the Hungarian PR Association ten years ago, the same year my book on sustainability was published in London and I was the first person in Hungary to receive the "Professional Ambassador of Sustainability" award. An important highlight beforehand, back in 2008 was when I became the Managing Director of Hill+Knowlton Hungary - at the age of 33 - and again in 2015 when, at the age of 40 and having 3 children, I had the courage to give it all up and founded my own agency Emerald PR, an affiliate of Burson Cohn&Wolfe. One outstanding moment for me was being elected Member Emeritus of the Hungarian PR Association on its 30th anniversary and when - as an international success - I was invited to the Advisory Board of the World Communications Forum Association.

- How far ahead are you planning?
In the current polycrisis period, it is almost impossible or very difficult to plan, so I prefer to think in terms of Plan B. And plans C and D. In addition to Emerald PR, I founded a crisis management company Crisis112, a sustainability consultancy BSP and most recently, a training broker agency Emerald Academy. And these are just my professional adventures.

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Since its creation in 2000, Datawords Group has established itself as a leader in e-multicultural technologies, forging the term Multicultural Ingenuity to reflect its capacity to support brands in the deployment of their digital marketing and technology strategies on an international scale.

Multicultural at its core, Datawords has developed a unique know-how and expertise in adapting its clients' technologies, strategies and digital content to a local audience, while respecting their brand image. The deployment of international campaigns poses a real challenge for major global brands, with linguistic and technical constraints, as well as cultural preferences, that can make a single global campaign impossible. Datawords relies on both MULTI digital expertise and CULTURAL adaptation of brand content across more than 50 languages and countries to capture local relevancy.

To reinforce its position in the Chinese market, Datawords announces the acquisition of the award-winning integrated communication company Switching-Time, founded in Shanghai, China. Established in 2012, Switching-Time serves a prestigious set of clients in the fashion, beauty, luxury and lifestyle industries. Over the years, it has expanded its offering to cover the full breadth of digital marketing services, including public relations (e-PR), influencer digital marketing and social media.

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