At a time when the communications industry is being reshaped by technology, business demands and the changing role of media, Cannes Uncovered: The Essential PR Experience You Can’t Miss – an ICCO-organised webinar – offered a timely and energising conversation about the evolution of public relations. The webinar brought together a global lineup of PR leaders including, Patrik Schober (PRAM Consulting), Cara Rich (SEC Newgate), Corinna Voss (HBI) and PRCA Young Lions winners Sarah Alsalem and Joudi Bakieh to unpack where the industry is headed and why the future belongs to agile, consultancy-driven communicators.

🏆 A PRCA Legacy at Cannes

The webinar opened with a special acknowledgement: PRCA was instrumental in the journey of both Sarah and Joudi, who won the Young Lions MENA competition under the PRCA umbrella. As Sarah noted, “PRCA facilitates the Cannes Lions regional competition in our region, and that set the stage for everything that followed.”

Their presence on this panel, backed by PRCA’s support, is a testament to the association’s commitment to nurturing young leaders in global PR.

Traditional PR is Dead; Long Live Business Solutions

Patrik Schober, founder of PRAM Consulting and organiser of the “PR in Cannes” event, framed the discussion with a bold statement: “We are no longer an industry that just sends stuff out and counts outputs. We are consultants helping organisations grow, improve reputation and do better business.”

This shift from outputs to outcomes was vocalised throughout the webinar.

Cara Rich, Group Director at SEC Newgate, built on this, observing:

“The biggest evolution for me is the shift from communications to really solving business challenges… Our strategies are now anchored in the business objectives of our clients.”

She stressed that PR consultancies now sit at the decision-making table, bringing agility and audience insight that complement broader marketing and advertising efforts.

AI in PR: Powerful, But with Boundaries

Naturally, artificial intelligence was a central theme. Cara Rich shared that SEC Newgate is developing AI-powered tools focused on reputation metrics, not generic automation.

“We’ve pulled away from looking at AI as a one-size-fits-all solution. Instead, we’re developing tools that align with our corporate affairs focus – laser-focused and intentional.”

Corinna Voss, Managing Director of HBI, spoke candidly about the regulatory challenges of AI in Germany, where GDPR compliance is non-negotiable. Her agency is now on its 10th iteration of internal AI usage guidelines.

“The biggest challenge is internal. People are carried away by what these tools can do. We’re working hard to ensure client data doesn’t end up in the wrong place.”

The consensus? AI must enhance, not replace the strategic expertise that PR professionals bring to the table.

 Media Relations Still Matter – But They’re Not Enough

While media relations remains a key tactic, all speakers agreed it should be part of a broader, integrated strategy.

“Media relations can’t be the only thing we measure,” said Corinna. “We have to focus on our consulting expertise, on helping the C-suite become thought leaders.”

Sarah and Joudi reinforced this from a Young Lions perspective:

“A PR stunt is essentially a marketing activation, with the right press strategy wrapped around it,” said Joudi. “It’s no longer about silos-PR, social, creative, marketing all need to work together toward the business goal.”

PR as C-Suite Advisors

One of the most exciting takeaways? PR is stepping into a formal consulting role for executives.

“Reputation management is what we do best,” Joudi explained. “C-suites are increasingly asking us to manage their personal profiles because they see the value in what we bring – timing, messaging and strategy.”

Corinna added, “If we don’t own thought leadership, who does? This is our sweet spot.”

What’s Next: ROI Over AVE

There was clear frustration with the lingering demand for AVE (Advertising Value Equivalents), a metric widely dismissed by professionals but still requested by some clients.

“We still have the AVE fans,” Corinna admitted. “Especially those outside comms. But we always contextualise it – it’s not the full picture.”

Patrik concluded with optimism: “Paul Holmes once said PR will save itself when we get into boardrooms. We’re getting there. Now, we must speak in the language of business.”

Partners in Progress

The event was hosted under the umbrella of PR in Cannes, organised by PRAM Consulting, and supported by, Worldcom, IW Group, AMEC, Team Farner, FIBEP, Breefcase, PRovoke Media, SEC Newgate, UNDP, PRCA and more. Together, these organisations are shaping the narrative and standards of public relations worldwide.

Final Word

The future of PR isn’t about press clippings, it’s about solving problems, advising leaders, integrating across channels and proving our impact. If the Cannes Uncovered conversation – an initiative by ICCO – is any indication, PR professionals around the world are more than ready for the challenge. More about the topic will be disclosed during the PR in Cannes conference on June 18th 2025: https://iccopr.com/princannes/.