Split across two days and jam-packed with over 20 live sessions, the PRCA Virtual International Summit will connect you with industry pioneers from Delhi to New York. You’ll hear from the brightest communications minds around the world on the challenges and opportunities that lie in wait for the industry as the world comes to terms with the seismic impact of the COVID-19 tragedy.
As we draw closer to PRCA’s inaugural Virtual International Summit, we're publishing a Q&A Series with the key-note speakers at our inaugural Summit. We sat down with Mary Beth West MPRCA, based in the US, to discuss why championing ethical practice matters, #MsInterPReted podcast, COVID-19 life, and much more.
1. What will you be discussing at the PRCA Virtual International Summit?
My topic will focus on “#PRethics and the Leadership Disconnect” . . . how certain shortfalls of true leadership emphasis within the PR industry yields ethical-compliance failure risks – and also undercuts PR’s share-of-voice among executive decision-makers, with even greater systemic ethical risk to our brands, stakeholders, communities and world.
Our change-volatile environments – with the added layer now of COVID – calls upon PRs worldwide to demonstrate leadership like never before, so my chat will lend ideas we can all embrace to advance leadership in service to #PRethics.
2. What inspired the topic of your keynote address?
Ethics is a huge passion point for me, because I want to see our profession operate at its highest-and-best use, reaching our full potential. A strong combination of leadership-driven ethics in building that culture as an industry provides our best path forward.
I’ve also been quite outspoken on PR ethics from where I’m based, here in the U.S., for some years now – much to some people’s chagrin, I might add! Leadership means taking a stand, even if it means facing some serious slings and arrows and not winning “Miss Congeniality” in every single person’s estimation.
Thanks to the PRCA, I’ve been able to grow my advocacy, in lockstep with what I consider to be the PRCA’s best-in-class ethical compliance model.
3. Is there another area of public relations that’s really striking your interest of late?
My consulting partner, Kelly Fletcher, and I launched a new podcast called #MsInterPReted last year, and some recurring topics we often tackle are issues of women in leadership, women in PR, and how women can cultivate meaningful success from a position of strength. Leadership is at the crux of all of that.
4. What do you think of the virtual event experience? Have you spoken at a virtual event or tuned into one recently?
Quite excited about it! I will be speaking at Laura Sutherland’s PRFest in June on a virtual platform as well, and prior to the COVID era, I certainly worked on many teleseminars over the years. For our growing PRCA membership base here in the U.S. as well as across the world, it’s fantastic to have this accessibility.
5. How has the COVID-19 crisis affected you and your organisation?
In my contract role with Kelly’s firm at Fletcher Marketing PR, I’ve tried to be a source of support to her team at each phase of the COVID-19 crisis, as well as leverage my ability to be a point person for the firm’s community outreach and philanthropic support. I’ve loved that role, because the ability to be of service has proven quite emotionally therapeutic for me – and the feedback has been empowering to our team. Plus, Kelly is such a terrific leader while always bringing her full humanity to her role, which has been inspiring to see during such a tough time.
6. Have you been heartened by anything you’ve seen amidst the crisis – the industry’s response or organisations coming together to support each other?
Not just heartened … but seriously uplifted. Through the PRCA’s strategic lens and servant-leadership mode in particular, I’ve witnessed our global professional community join together in seeking to support our industry and our interconnected societies in ways that I’m confident will have lasting impact.
Plus, I’m always learning so much from our PRCA colleagues and gathering ideas I can take back to my work and to my life.
Read Q&A with consultant Jane Fordham MPRCA.