Message from the IPRA President: Are we influencers? June 2025
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6 hours, 40 minutes ago
Dear friends and colleagues,
In today’s fast-evolving communication landscape, the term influencer often brings to mind social media personalities with large followings. But let’s pause and ask: “Are PR professionals also influencers?” I believe the answer is a resounding yes; but in a much deeper, more enduring sense.
Although public relations professionals may not always be visible in the spotlight, we are constantly shaping the world from off-stage. We influence decisions, reputations, public sentiment, and even cultural norms. And we do this strategically and ethically. While digital influencers often focus on visibility and engagement, PR professionals focus on credibility, trust, and long-term impact.
Our influence is grounded in responsibility. We guide narratives that build bridges between organizations and their stakeholders. And we often do this during moments of uncertainty or change. We protect reputations, promote values, and advocate for transparency and truth.
At a time when misinformation is spreading fast and trust is fragile, our role as influencers of integrity has never been more critical. Let us continue to use our voice, not just to inform, but to inspire, to unite, and to lead.
At IPRA, we recognize your influence through the impactful campaigns you proudly submit to the IPRA Golden World Awards. In just a few days, once the IPRA jury completes its final round of judging, this year in the beautiful surroundings of Lake Bled, Slovenia, we will discover who the most influential communicators in the world were over the past year.
Kind regards,
Nataša Pavlović Bujas
IPRA President 2024 – 2025
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