Message from the IPRA President: PR and the good of Mankind June 2026
1 hour, 17 minutes ago
As a judge reviewing submissions for the International Public Relations Golden World Awards, I am once again struck by the power of public relations. What we do in our profession helps to turn difficult situations around and to move different people to undertake impactful interventions. When we gather in Athens, Greece, on 23 September 2026, for IPRA’s annual Golden World Awards Gala, we shall be celebrating some of the best examples of global public relations practice.
PR and a better world
Public relations expands knowledge, shapes narratives, facilitates change in attitude and behaviour and improves human well-being. This is what will be on full display in the winning submissions honoured in Athens at the Hotel Grand Bretagne.
Leadership for organisations and countries
Communication is key for effective leadership. Leaders who appreciate public relations as an essential strategic tool can engage with clarity and purpose, shape narratives and build trust. The two key challenges of climate change and the integration of Artificial Intelligence into society both require effective communication. PR professionals must lead in guiding decision-making, managing reputation, and ensuring that communication with stakeholders is consistent and credible.
Leaders mobilizing their constituents towards a common goal succeed when they employ effective public relations strategies. Organisations seeking to promote their products and raise their company bottom line, must employ public relations approaches. Countries deploy public relations to boost their image on the international stage and generate reputation in the global marketplace.
PR for health
The world saw the power of communication during the COVID-19 epidemic as leaders recognized the need to engage the citizenry in a systematic conversation for the survival of all. I have seen how PR methods have been effective in empowering communities at risk from the scourge of malaria to adopt life-saving habits, such as the use of insecticide-treated mosquito nets or better sanitation practices.
Yet, I have also been profoundly aware that there are many, including leaders, who fail to recognize the value of public relations. It is even more concerning when some of our own profession have a diminished sense of our potential and, therefore, may be overlooked as strategic leadership partners. This negatively impacts the profession as it perpetuates a limited perception of the role of public relations in society.
It is crucial for us, PR professionals, to fully appreciate the significance of our work and to demonstrate our value accordingly. We must work to equip leaders with PR skills, ranging from everyday organisational or national and community communication, stakeholder engagement and relationship building, as well as thought leadership and crisis response. These skills underpin effective leadership and must be cultivated as preparation for leadership.
Book now for the 2026 Golden World Awards
Round One of the judging of the entries to the IPRA Golden World Awards is done. This year, there were more submissions than recent years, entries from over 40 countries and more than 200 have made it as finalists. On 3 July the judges from different parts of the world converge in Belgrave Square London for the second round of judging to select the 2026 winners.
Then, along with local organisers V+O Greece, we gather in Athens on 25 September for the Golden World Awards Gala. The Gala is an event for winners, IPRA members, and IPRA friends. It is my hope that the showcasing of professional excellence will reaffirm confidence in our profession as critical for leadership.
Tickets are available now on the Gala webpage, where you will also find flights at special rates from AEGEAN the Official Air Carrier of the IPRA GWA 2026, as well as room booking information for the prestigious Hotel Grande Bretagne, a Luxury Collection Hotel, the Gala venue, and three hotels from Electra Hotels & Resorts, the Hospitality Partner of the IPRA GWA 2026. Ask the Secretariat for the IPRA rates.
May the occasion of recognizing the best examples of public relations work provide a reaffirmation of the significance of the contributions of public relations professionals the world over in making the world a better place for all mankind.
Kind regards,
Esther Cobbah
IPRA President 2026
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