In a landmark collaboration between education and technology, the American Federation of Teachers (AFT), in partnership with OpenAI, Microsoft, and Anthropic, has announced the launch of the National Academy for AI Instruction – a $23 million initiative designed to equip educators with the skills and tools to confidently integrate artificial intelligence into their classrooms.

With AI already transforming how industries operate – including education, the academy represents a bold step toward ensuring that teachers are not left behind, but instead positioned at the forefront of this transformation. As AI becomes more prevalent in classrooms, this initiative seeks to ensure educators remain empowered, informed, and in control.

... Read More

Brandjacking – the appropriation of a brand’s image or messaging – has evolved into one of the most intriguing opportunities in modern marketing and public relations. In today’s fast-paced digital landscape, where social media and viral culture dominate, brandjacking allows companies to insert themselves into cultural conversations and capture public attention in unexpected ways. Far from being only a reputational risk, this tactic can be a powerful tool to increase visibility, spark engagement, and position a brand at the center of trending debates. When executed with creativity and awareness, brandjacking transforms into a unique chance to connect with audiences and showcase a brand’s relevance in real time.

At its core, brandjacking works by latching onto existing trends, topics, or cultural events and associating them with a brand’s image. Sometimes this involves deliberate parody, irony, or even hijacking the messaging of competitors. A recent example is Duolingo, which in May 2025 announced an "AI-first" breakthrough: competitor Lingoda chimed in with a tongue-in-cheek comment in the comments section of its post, which garnered over 17,000 likes and gained viral visibility by capitalizing on its rival's media attention. Another recent case involves so-called "ad hijacking," a practice that emerged forcefully in July 2025, where third parties create advertisements nearly identical to official ones to intercept traffic and conversions. This tactic not only generates confusion among consumers but also erodes the returns and reputation of the targeted brands. When executed well, these operations allow a brand to appear agile, witty, and culturally relevant, generating a wave of visibility and engagement.

... Read More

The WCFA is proud to share that our President, Maxim Behar, has been ranked No. 7 in the Top 20 Business Influencers in Bulgaria for 2025, according to the independent global ranking platform Favikon.

This recognition highlights Maxim’s outstanding contribution to the global communications industry, his active thought leadership, and his consistent presence across international media and social channels. With more than 30 years of experience in PR and social media, Maxim continues to shape the future of public relations with his expertise in leadership, ethics, and global communication.

... Read More

In today’s landscape, leadership visibility is no longer optional – it is a cornerstone of modern public relations strategy. As trust in institutions continues to fluctuate, audiences increasingly look to individual figures – particularly CEOs – for guidance, values, and authenticity. In 2025, the role of the CEO extends far beyond operational oversight: they are now expected to be visible, vocal, and human.

CEO personal branding is about strategically positioning the company’s leader as an extension of the brand itself. This is not mere ego-marketing. Research consistently shows that CEOs who engage directly with stakeholders – via LinkedIn posts, podcast appearances, interviews, or authored content – build stronger emotional connections with customers, employees, investors, and the media. In fact, a recent survey found that over 65% of consumers are more likely to trust a brand whose CEO is active and transparent on social platforms.

... Read More

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

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.

... Read More