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.

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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.

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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.

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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.

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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