PROI Worldwide is the largest global network of independent communications advisory firms, established to leverage our power to solve clients’ problems anywhere in the world. This year’s PROI Regional Summit took place in Colombo, Sri Lanka, from 5-7 November. We sent Account Manager, Pamela Obeid, to represent the next generation of leaders here at ImpactInstitute. Her takeaways are food for thought for leaders.
Much has been made about the generational divide in the workplace. Whether it’s differences in work ethic, conflicting values and motivations, or how we approach different challenges, it often seems there’s little we can all agree on.
It was refreshing, then, to be invited to learn and contribute to the summit in my capacity as a Next Gen leader. My perspective, and that of my cohort, was expressly sought out.
Flying to Colombo, I wondered how heavily the generational divide would weigh into our conversations. What do we all want? How do we all think? Where is the common ground and how will all this impact the work we do?
Thankfully, the Summit’s theme was ‘navigating complexity’, which was perfect for helping me untangle it all. Allow me to offer some reflections:
Mending divisions, navigating complexities
The Summit began with an opening keynote by Sri Lankan human rights advocate, Dr Radhika Coomaraswamy, that immediately brought the theme to life.
Titled, Mending Divisions, Navigating Complexities, Radhika observed that organisations play a major role in bridging divides and building understanding. To her, embracing diversity of thought and representation is not an act of charity, but telegraphs tolerance and respect. Those lacking in sensitivity risk reputational disasters.
This leads us to empathy, a value echoed by both the established leaders and the Next Gen cohort. Do we have the imagination to put ourselves in others’ shoes, whether they’re partners, stakeholders, customers or colleagues? Do we have the means to truly listen and seek to understand?
Richard Bagnall, a global leader in PR and communications measurement and evaluation, presented a session titled Measuring Campaign Impact, in which he argued that effective communication must be grounded in a deep understanding of audience needs and perspectives.
When we can move beyond counting outputs of our programs and effectively measure how people are responding to us, we begin to demonstrate outcomes and impact. To do this well, we need to know what people see, think and do as a result of our engagement with them.
Cracking the Gen Z code
This resonated with the discussions in the Cracking the Gen Z Code session, which highlighted the importance of authenticity and trust in engaging Gen Z. The session emphasised why understanding Gen Z’s values – particularly their focus on trust, influence, and the importance of safety and security – is crucial for developing successful communication strategies.
This focus on authenticity is something that my fellow Next Gen attendees and I feel strongly about. We are bombarded with fake content, so much so that we’re losing touch with what it means to be real.
The Cracking the Gen Z Code session discussed Edelman’s study on the evolving behaviour of new age consumers and the role of PR in catering to younger demographics. This research aligns with our observations about the appeal of platforms like TikTok, where authentic messaging and content are prioritised over overly polished productions.
Towards the end of the Summit, Next Gen attendees were given the opportunity to share our perspectives in two dedicated panel discussions.
Divided into two teams and tasked with designing our ideal agency, we found ourselves grappling with real-world scenarios. When faced with a situation that impacted the well-being of a team member, both teams instantly reached a consensus: people first, always. This experience highlighted the importance of empathy in our approach to work.
Ultimately, the PROI APAC Summit 2024 demonstrated that despite generational differences, we all share a common goal: to create meaningful and impactful work. We may have different ways of getting there, but the values of empathy, authenticity, and a people-centric approach are shared across generations. This realisation has left me feeling incredibly optimistic about the future of our industry.
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