José Manuel Velasco, Presidentof the Communication Directors’ Association, Dircom, presented the 2014 World Public Relations Forum during the PR Week Global Congress and Awards Event hosted in Barcelona.
In line with the WPRF2014 conference theme, “Communication with conscience”, Velasco highlighted the need to be aware that global changes already affect our organisations and that “communication professionals havenow a golden opportunity to be active players in this new reality.” Communicators, he said, are on the centre stage in this new scenario,so the challenge from now onwards lies in “knowing how to manage the expectations of our stakeholders through values such as character, authenticity and responsibility. We need to become the real guardians of organisations.”
Velasco argued that the inequalities and insecurity we are experiencing today have left societywithout references . For this reason “we need leaders and ideas that are capable of changing the world. And, in this respect, communication professionals carry a great responsibility.”
According to the president of Dircom,the key to properly manage these new opportunities,wheresocial media have assumed a very important role, is to “listen more and talk less,driving ethical behavior in our organisations.”In his opinion, “we can’t control social media but we can learn how to manage these platforms and take advantage of them in order to leverage all the opportunities they deliver.”