The World Public Relations Forum, organized by the Spanish Association of Communication Directors (Dircom) and the Global Alliance for Public Relations and Communication Management, will take place in Madrid from the 21st to the 23rd of September and will discuss, among many different topics, how technology is developing and the importance it has the communications industry.
Marisa Toro, Director of Communications and Public Affairs for Southern Europe at Google and also a speaker at the Forum believes the main challenge the profession faces today is “digesting the global transformation caused by the Internet”. A transformation that’s occurring at great speed and that impacts in every aspect of the organization. “To omit this situation”, says Toro, “doesn’t only imply stalling, but also means a set-back”. On a geographical level she states that Southern Europe has a very healthy level of communication, practices that are characterized by great creativity, openness to new ideas and innovation.
Referring to the profession in general she states that the mission behind communication has always been to contribute to society due to its informative nature: “The ancient pillars of this mission, to inform and/or modulate, are no longer sufficient in a world that’s connected 24 hours and has multiple windows to access information”. To communicate with conscience is to do “a practice that favors the growth of democracy, societies and of individuals in general”.