Last week, I joined our Worldcom Public Relations Group North America partners in Asheville, North Carolina, for our 2025 regional meeting, a gathering of agency leaders who are not only navigating a rapidly changing communications landscape but also helping to shape it.
The theme, “Bridging Divides: Creating Conversations That Build Trust and Influence,” couldn’t have been timelier. In an era of misinformation, polarization, and economic uncertainty, the future of our industry will depend on how effectively companies, organizations, and brands build trust with audiences, clients, and communities alike.
Trust as the New Currency
From crisis communications following natural disasters to managing technology and AI’s impact on public discourse, the conversations reaffirmed that trust is now the defining measure of public relations success.
A standout discussion centered on how misinformation spread rapidly following Hurricane Helene, challenging local officials to correct false narratives in real time. The takeaway was clear: transparency and speed are no longer optional; they are fundamental.
Healthy Tension, Real Collaboration
During our partner panel on crisis and misinformation, we explored what true collaboration looks like in client relationships. Great partnerships are not just built on agreement; they’re built on a relationship of give and take that drives better ideas. As agencies, we must be unafraid to ask tough questions and guide clients toward decisions grounded in credibility and truth.
AI, Technology, and the Human Factor
AI continued to dominate discussions, especially in sessions like “It Keeps Coming – Artificial Intelligence & Technology.” The consensus among partners is that technology will not replace communicators, but it will redefine the value of human judgment. The agencies that thrive will be those that integrate AI to strengthen strategy, speed, and creativity while keeping authenticity at the core. Specific AI applications, such as sentiment analysis, which helps in gauging public reaction; scenario modeling to predict and prepare for various communication outcomes; and the rapid drafting of content, allowing communicators to focus on higher-order strategic tasks, are pivotal. These tools not only enhance the efficiency of traditional practices but also empower human intelligence to address complex challenges more effectively.
The Power of Partnership
As the past Global Chair of Worldcom’s Global Board, I’m reminded each time we meet that our greatest strength lies in our independence and our interconnectedness. With 115 offices across six continents, our partnership gives clients access to world-class expertise and local insight wherever their story needs to be told. To translate this global reach into client-centered urgency, we invite clients to take immediate action by engaging in a joint discovery sprint. This approach allows us to tackle pressing challenges in a collaborative environment, ensuring that the vast capabilities of our partnership are leveraged effectively to create actionable momentum.
At The Pollack Group, we’re proud to be Powered by Worldcom. This partnership doesn’t just extend our reach; it amplifies our ability to deliver strategies built on trust, transparency, and collaboration across borders.
Looking Ahead
As agencies, our responsibility is clear: bridge divides, build trust, and lead with integrity. The more we align innovation with purpose, the more resilient our industry and our clients will become. By bridging divides and fostering genuine connections, we can translate our efforts into tangible client outcomes, such as an increase in brand loyalty and revenue growth. Additionally, by improving trust and communication channels, we can potentially reduce crisis management costs by streamlining responses and minimizing misinformation.
In a time when noise threatens our best efforts to be heard, clarity, authenticity, and human connection will continue to define the work that matters most.
