PAGUIO, AARON GABRIEL L.

COM21

Global Alliance for PR and Communication Webinar

(April 2024)

The webinar tackled the field of PR and Communication and its significance in our industry. It's
a significant help for communication students like us who are not fully aware of what's
happening in the PR industry. They shared their knowledge about the concept of curation of
trends, publications, selecting and bringing people together, understanding our own role as
academics, and the influence of technology, including the topic of Artificial Intelligence. Before
the webinar, I already expected that we would tackle technology, AI-related topics, and of course
PR because of the title of the event. "Global Alliance" caught my attention because of the
interesting title, and it already gave me a lot of ideas on what we are going to tackle. I was
surprised because there are a lot of interesting international PR Professionals who are there to
share, support, and educate students. Technologies are becoming more rampant nowadays, and
webinars like this are a huge help for students like us to gain more knowledge.

The speakers shared their insights about their expertise. The first speaker from the first webinar
who works at a museum tackled the concept of curation of trends. I learned that getting relevant
perceptions from the relevant public is a huge help for us. Also, nurturing the best way possible
to develop strategies so everyone can understand the message you want them to hear, especially
when it comes to trends. The speaker reminds us that when we want to explore the future, we
have to go back to our path, trace the path that brought us here, understand the decisions that
were made and be the curators of history. "Using memory to produce the future" was the
highlight of the first speaker, and that quote made a huge impact on me because in today's world,
we value our history more and it shows that to have a good future, we must learn from the past.
The second speaker from the second webinar tackled the education and training challenges and
how to understand the changing needs of stakeholders. I learned the essential practice of
reflection, partnerships between industry and academia, and the role of an educator. The third
speaker tackled the rapid technological changes like how the field of PR is influenced by
technology. For example, the rising usage of social media, usage of different platforms, digital,
and AI tools. The highlight of the talk was the globalization part where I learned that PR
professionals need to have an understanding of different cultural norms, communication styles,
and media landscape, which explains that businesses and organizations operate on a global scale.
Lastly, the last speaker tackled the usage of generative AI, that people are adapting to rapid
changes caused by the AI advancements. The highlight was the ethical use of AI and the
exposure of AI technologies through lab work and real-world projects. According to the speaker,
AI can’t replace human skills like creativity, emotional intelligence, and strategic foresight,
which I also agree with.
The webinar was very insightful, I learned a lot from the professionals and those quotations and
remarkable lessons from them can help us on our journey in our field. The whole two hours were
full of lessons, especially in real-life situations, and I do believe that I can use them in the near
future. I hope that I can maximize and share with other people the things I learned from this
webinar.