World PR Summit in Davos Highlights AI and Communication Innovation
Business | May 7, 2025, Wednesday // 13:14
The World PR Leaders’ Summit, hosted annually by the World Communications Forum Association (WCFA), gathered over 100 experts in Davos, Switzerland to discuss the future of communications with a focus on artificial intelligence (AI). Leaders from public relations, business, politics, and academia came together to address key issues shaping the industry.
Speakers included Maxime Behar, president of WCFA; Paul Holmes, founder of PRovoke Media; Lord Evans of Sealand; Berbel Hester-Vecoli of Edelman; and Chetna Krishna of CERN.
Event Overview and Key Discussions
The two-day event, held at the Davos Congress Center in April 2025, attracted communications experts and policy advisors from over 20 countries. Discussions ranged from AI’s impact on public relations to ethical responsibility and trust in public institutions. The summit also examined trends expected to influence the industry over the next decade.
Maxime Behar highlighted the forward-looking nature of the summit: "The summit outlined where the communications industry is headed, from digital transformation to AI's role. We have only scratched the surface of what will shape the future."
Keynote Speakers and Insights
Paul Holmes underscored the evolving role of PR professionals, noting that modern communication demands go beyond traditional media relations. He emphasized the need for vision and a deep grasp of global trends. While AI can automate routine tasks, Holmes warned it might also reduce critical thinking, a skill essential for impactful PR.
Lord Evans of Sealand shared insights on connecting communication with audience values. He pointed out that decisions in politics and business are shaped by cultural and social factors. Effective communication must engage audiences on a values level to be meaningful.
Panel Discussions and Thematic Focus
The summit featured six panel sessions with over 30 international speakers covering topics such as crisis communication, political PR, AI in communications, digital marketing, and culturally sensitive PR strategies. Participants included Berbel Hester-Vekoly (Edelman), Chetna Krishna (CERN), Sanjeev Winayak (Head of AI, Milk & Honey), and Irina Zolotarevich (Advisor to the Minister of Social Policy of Ukraine).
Davos Communications Awards 2025
The forum also introduced the Davos Communications Awards, celebrating excellence in 24 strategic communications categories. Lord Evans and Paul Holmes were inducted into the WCFA Hall of Fame for their contributions. The Association of PR Specialists of Ukraine received special recognition for their work during wartime.
Partnerships and Sponsors
The summit was organized with the PR and Communications Association (PRCA). Gold sponsor was The #PREthics Community, and silver sponsor was Brain 4 Strategy. PR Newswire, part of Cision Group Ltd, served as the official media partner.
Looking ahead to 2026, Behar expressed enthusiasm for the event’s growth and its ongoing focus on how communication professionals can adapt to future challenges.
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