At the summit, I had the opportunity to talk with colleagues from countries like the U.S., the Philippines, Poland, Morocco, and the U.K. about global changes, challenges, and innovations shaping the field, raising important questions about its role and impact in today’s world.

The summit also coincided with exciting news from back home in Finland: Ahjo Communications had been nominated for ”The PR Agency of the Year 2024.” This recognition is a testament to the dedication of our team — a blend of young talent and experienced professionals — all committed to advancing and shaping the future of communications.

Exploring the Gender Leadership Gap

One of the most resonant conversations I encountered was a fireside chat on gender and leadership, featuring journalist Kara Swisher and Gail Heimann, CEO of Weber Shandwick. They examined the persistent gender imbalances within business and technology. Despite some progress, women still hold a small percentage of senior roles across these industries. “Representation creates better products,” Swisher pointed out, underlining the lost potential when diverse perspectives are missing at decision-making tables.

Following this discussion, I had the chance to speak with Kara and Gail about the challenges women face in leadership, especially the perception that strong women can be intimidating. Kara’s response was memorable: “Yes, but as a lesbian, it seems that lesbians are allowed to be a bit more aggressive.” Her insight brought an added layer to our discussion, highlighting how societal expectations can vary within the experiences of women leaders.

Later, I had the opportunity for a one-on-one with Kara, a dynamic host and New York Times bestselling author of Burn Book. Our conversation shifted to her podcast, where I asked if she’d considered inviting former Finnish Prime Minister Sanna Marin as a guest. With a smile, she replied, “I have her on my list.” It’s inspiring to imagine the global perspectives such a discussion could offer her listeners.

Clarity in a Fragmented Media Landscape

The challenge of clarity in today’s fragmented media landscape came up in another session with Axios co-founder Mike Allen. His strategy, centered on “smart brevity” and authentic communication, reminded us of the importance of clear and concise messaging in building trust, particularly within local journalism. Allen’s philosophy is a response to the increasing challenge of connecting with audiences that are inundated with information.

Our conversation continued later, focusing on the role of crisis management. Mike shared valuable insights into how communications teams can approach crises with clarity and intention — wisdom I’ll be sharing in an upcoming video on Ahjo’s social media channels.

The Importance of Purposeful ESG Communication

The role of ESG (Environmental, Social, Governance) in corporate strategy was another focal point. Daniella Foster of Bayer emphasized the need for purposeful and locally relevant messaging as ESG becomes increasingly politicized. She illustrated how Bayer’s sustainable healthcare investments are designed to align directly with its business goals, proving that well-thought-out initiatives can foster both growth and positive impact. Foster’s insights underlined that meaningful ESG communication goes beyond reporting metrics — it should resonate with communities and align with core business strategies.

“Robots Can’t Get Scoops”

Generative AI was a significant theme at the summit, explored by panelists from Axios, Politico, and Business Insider. While AI has potential in taking over routine tasks, such as tagging, grammar checks, and first drafts, Politico’s Jeremy Bowers stressed that “robots can’t get scoops”. This perspective framed AI as a supportive tool, freeing journalists to focus on investigative and meaningful storytelling. Each publication represented in the panel has adopted AI with ethical “guardrails,” ensuring human accountability remains central.

AI as a Storytelling Partner

Porter Novelli’s AI robot, Alex, also demonstrated the evolving role of AI in storytelling. While AI can streamline certain processes, Mark Durney, executive VP at Porter Novelli, reminded us that human oversight is crucial. “Think of AI as your intern,” he advised. AI may support storytelling, but it’s ultimately human creativity and judgment that ensure authenticity and meaningful engagement.

Looking to the Future

Reflecting on the discussions at PRovoke, it’s clear we are navigating an increasingly complex communications landscape. Embracing new technologies, addressing societal expectations, and fostering diverse voices are all part of the journey forward.

Leading Ahjo Communications, I am excited to bring these insights back to Finland, inspired to continue exploring ways to make our communication efforts both meaningful and inclusive. Our team of both young consultants with fresh perspectives and senior professionals with deep experience, is well-positioned to tackle the challenges and opportunities that lie ahead.

The summit served as a powerful reminder: while the tools and landscapes may evolve, it is our human insight, creativity, and commitment to ethical communication that will continue to shape the future of our field.