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PRCA International Summit 2022


23 Mar 2022







This event will take place over two days, as a virtual event with the following timings:

Wednesday, 23rd March, 2022 - 13:00 - 19:45
Thursday, 24th March, 2022 - 07:30 - 13:00

Please note: All timings are in UK GMT.

Event Type: Conference

Address: Online, Online

Event Overview

Public relations and communications operates without borders. The seismic events of the past two years have reshaped the PR industry and accelerated the trend towards international, cross-cultural business. The opportunity for international collaboration, once the remit of a privileged few, is now within grasp for organisations of all sizes across the world. 

The Virtual PRCA International Summit returns this year to share unparalleled insight on how PR and Communications professionals are defying global markets to deliver exceptional value for organisations and societies around the world.  

Join us on the 23rd and 24th March for this prestigious event which will showcase communications excellence by brands and organisations across the globe. Attendees will learn about new and emerging trends in communications practice and hear how PR professionals are helping to forge a new path for organisations across the globe. 

DAY ONE – 23rd March, 2022: 13:00 – 19:45 GMT 

DAY TWO – 24th March, 2022: 07:30 – 13:00 GMT 

Standard ticket prices:

Member ticket: £100.00 + VAT

Non-member ticket £150.00 + VAT

Agency Ticket - Can't decide who you want to attend? Why not buy our agency ticket - one price and as many people as you want from your organisation can join in! All for just £500 + VAT. 

Please email Danielle if you would like to purchase an agency ticket: 

See our speaker line up here


Hosted by Maja Sims, Associate editor, EMEA at PRovoke Media and Sudha Singh,
 Founder, The Purpose Room

Time (GMT)  


Introduction and Welcome 
Francis Ingham, Director General, PRCA and Maja Pawinska Sims, Associate Editor, EMEA, PRovoke 


Responding to Russia’s Invasion
Simon Baugh, Chief Executive, UK Government Communication Service

Simon discusses how the UK Government Communication Service has been responding to Russia’s invasion of Ukraine, and the steps they are taking to support Ukraine and its people during this time.




Panel discussion: Working in new markets and across borders 
Moderated by Nitin Mantri, Group CEO, Avian WE & ICCO President.  
Panellists include:
- Paul Cohen, Partner, CEO at Milk & Honey PR North America,
- Deepa Thomas-Sutcliffe, Global Communications Professional
- Kate Isichei, MD, Where to Look Communications

- Liam Maguire, Executive Vice President, Good Relations New York
What are the key considerations when scaling up your organisation and working across different cultures? This panel discusses strategies to fit emerging markets, modern workforces across borders and scaling up your PR Strategy. 




Why creativity in business needs a rebrand 
Paul Spiers, founder, The New P&L Brand Purpose Institute & host, ‘The New P&L – Principles & Leadership in Business’ podcast series 
A session exploring changing the perceptions of the real commercial value of creative thinking to a business and how critical and creative thinking builds powerful brands. 




How AI tools are reshaping the world of comms/PR 
Katie King, CEO, AI in Business 
AI tools are taking the guesswork out of comms, helping PR professionals to gain valuable insights, to manage reputations, to improve customer service and support lead generation. Katie will share insights from her newly published book, ‘AI strategy for sales and marketing,’ as well as practical methodologies to set you on the path to AI adoption. 




Measurement and evaluation tips 
Johna Burke, Global Managing Director, AMEC 




Home truths on purpose 
Stuart Lambert, Founding Partner, Blurred 
A session on the importance of purpose, and why you can’t talk about the good you do until you’ve disclosed the harm you do. 




Panel discussion: Driving Travel and Tourism Comms in an Era of Uncertainty and Constant Change 
Moderated by Kelly Fletcher, CEO, Fletcher Marketing PR
Panellists include:

- Kim Mitchell, Director of Tourism, Smoky Mountain Tourism Development Authority
- Susan Barnes, Travel Writer
- Kathy Palmer, Executive Director, Travel and Tourism Research Association

Few industries have suffered greater impact due to the global pandemic than travel and tourism. Endless modifications to travel guidelines and restrictions — compounded by misinformation and pandemic malaise — have now resulted in an unprecedented pent-up demand for travel and tourism. These circumstances continue to challenge even the most seasoned practitioners. 
This panel will lean in and discuss lessons learned, how the industry continues to adapt and what the near future may hold for travel and tourism communicators. 




Panel discussion: The opportunities to build your reputation in Latin America 
Moderated by: Maria Laura Garcia, President and founder of GlobalNews® Group

 - Gustavo Averbuj, CEO, Ketchum Argentina
 - Ciro Dias Reis, Owner, Imagem Corporativa

 A panel discussion exploring key ways you can increase reputation and presence within Latin America. 




Amazon Case Study: 3 Organizational Shifts, Thanks to a Global Pandemic
Rena Lunak, Director, Global Operations Workplace PR & Americas Field Comms, Amazon and Kelly Nantel, Director, Global Corporate Workplace Media Relations, Amazon 
Rena and Kelly will discuss the key changes Amazon made to its PR org structure and ways of working, in response to the pandemic. They will explore how these changes have enabled the company's PR to not only be managed effectively, but in many ways,to thrive over the last 2 years.




ECI’s Global Business Ethics Survey (GBES)
Patricia J. Harned, Ph.D., LPEC, Chief Executive Officer, Ethics & Compliance Initiative 

Pat will share survey findings and highlight the key metrics that are indicative of the state of workplace ethics in organizations around the world.




Tackling the new world of media: Going direct to audience in an unfiltered way 
 A fireside chat with Lulu Cheng Meservey, Vice President of Communications, Substack and Brian Morrissey, Founder, The Rebooting




Hosted by Julia Wei, Managing Partner, AKA Asia and Nitin Mantri, Group CEO at Avian WE & President, ICCO


Panel discussion: The Golden Decade: Where Growth, Youth and Innovation Converge 
Moderated by Eva Sogbanmu, Executive Director, Communications, Asia Pacific - JLL
Panellists include:
- Lars Voedisch, Founder & Managing Director, PRecious Communications
- Geraldine Kan, Director, Asia Communications, and Corp Comms Global Strategy and Programming, HP Inc 
- Rajesh Pantina, Director of Marketing APAC, InMobi

Exploring trends and opportunities in the APAC region 




APAC a la carte - why buffet-style PR doesn't work in Asia 
Caroline Hsu, Managing Director, APAC, The Hoffman Agency 
Too often, multinational companies still look at Asia-Pacific as a single homogenous market, failing to take into account vastly different levels of scale, maturity and cultures. We will show why this approach can never succeed and the benefits of working with a market on its own terms. 




Panel discussion: Driving the success of Influencer Relations 
Moderated by Influencer Marketing adviser Scott Guthrie.  
Panellists include:
- Junaid Bukhari, Marketing Director, MG Motor Middle East,
- Emma Smith, CEO, Sandpiper Communications
- Hayley Stevens-Shaw, Lead Influencer Strategist, 3 Monkeys Zeno  

Influencer marketing continues to play an increasingly important role in PR and Communications campaigns. But should the responsibility of influencer marketing strategies sit with PR or marketing departments? 
This session will explore best practices for working with different influencers, to meet a variety of communications and corporate objectives, plus how successful influencer relations can not only help sell products, but also affect change. 




Panel discussion: Industry ethics in Africa 
Introduction by Jordan Rittenberry, Chairman, Middle East & Africa, Edelman 
Panel Moderated by Karena Crerar, Managing Director, Edelman South Africa 
Panellists include:
 - Loth Makuza, 
Co-Founder & Former President of Public Relations Society of Tanzania
 - Samuel Bekele, CEO, Spotlight Communications and Marketing Ltd
Vuyokazi Quphe, Communications Lead: Africa Regional Business Unit, Nissan Motor Corporation
 - Imali Makotsi, Partnership and Communications Lead at the MPESA Foundation Academy

This session will explore the state of the communications landscape in Africa and how the field of public relations is evolving the role it plays across the public and private sector. As public relations moves from the back room to the board room, the panel will evaluate the increasing role of ethics within the field. Key questions the panel will address on the state of ethics includes: 

  • Is there a single view of ethics within public relations across the continent and how would we describe behaving ethically? 

  • How can we better educate the industry on best practices and how to operate ethically?  

  • How can public relations better advocate for ethics within the industry, both across agencies and brands? 

  • Do any challenges exist by remaining ethical and how can they be overcome?  

  • What barriers remain to ensure that acting ethically ensures success? 




Brands in motion 
Sarah Gooding, Managing Director at WE Communications South Africa and Kirby Gordon, Chief Marketing Officer, FlySafair

Sarah Gooding shares insight from WE Communications’ latest Brands in Motion research, The Bravery Mandate, diving into the expectations placed on brands by their customers, clients and employees. Sharing how these insights can be put into action as well as providing practical examples of how the company has responded to these turbulent times of increasing expectations, Sarah is joined by FlySafair’s Chief Marketing Officer, Kirby Gordon




New PR trends and opportunities for growth in the MENA market  
Sunil John, President - Middle East, ASDA’A BCW 
The MENA region has a new narrative underlined by the economic opportunities in climate action, the peace dividends following the Abraham Accords, and massive investments in infrastructure. The keynote address will highlight the significance of these new trends for the PR industry. 




Panel discussion: The Future of The Working Week 
Moderated by Kate Gooderham, Group account director, Liquid PR
Panellists include:
- Louise Jacobson, Managing Partner at Brazen MENA
- Marcia La-Rose, Head of HR, Four Communications

- Carole Spiers, Chair, ISMA UK

The pandemic has fundamentally and forever changed the way we work. But can PR really work a reduced working week? 
A new study from PRCA MENA found that 7 out of 10 (70%) professionals in the United Arab Emirates (UAE) feel they work more efficiently within a 4 and a half day working week. The study comes as the UAE cut its working week to four and a half days, in a major shift designed to improve work-life balance. 
So, would this work in your country? 



Russia; the country that lies on an industrial scale
Cormac Smith, Associate at Baird's CMC and former Deputy Director of Communications at the UK Cabinet Office

From Putin telling a crowd in Moscow that he was preventing the genocide of Russian speakers in Ukraine and Lavrov claiming that Russia had not invaded Ukraine to the poison spewed out by the likes of RT and Sputnik the Kremlin regime has weaponized lying like no other country on earth. 



If you have any questions regarding the summit, please email . If you are interested in becoming a sponsor, please contact