As part of its Education, Training, and Development Month (GAETDM) 2026, the Global Alliance for Public Relations and Communication Management hosted a highly attended webinar, “What We Must Teach Now: Future-Ready PR and Communication Skills for the AI Era.”
The virtual event, held on April 16, attracted 975 registrants from across the globe, underscoring the urgency and relevance of preparing communication professionals for a rapidly evolving, AI-driven landscape.
Centered on the theme “Trust, Truth, and Technology — Future-Ready PR & Communication,” the session explored how artificial intelligence is reshaping the profession—and what educators and practitioners must prioritize to stay ahead. While technological transformation accelerates, speakers emphasized that the profession’s core commitment to ethics, accountability, and excellence remains unchanged.
The webinar brought together leading academics and industry experts to address critical gaps in education and practice:
- Dr. Anne Gregory, Professor Emeritus at the University of Huddersfield (UK), outlined the essential competencies communicators must develop to remain relevant in an AI-enhanced environment.
- Dr. Katerina Tsetura, Professor at the University of Oklahoma (USA), examined the growing importance of trust and information integrity in a digital ecosystem increasingly influenced by automation.
- Dr. Marco Polo, Associate Professor at De La Salle University – Dasmariñas (Philippines), focused on AI literacy and the responsible integration of technology into learning frameworks.
- Dr. Anca Anton, Associate Professor at the University of Bucharest (Romania), addressed measurement, impact, and quality assurance in PR education and practice.
- Dr. Nkechi Ali-Balogun, CEO of Necci Consulting (Nigeria), provided a practitioner’s perspective on bridging the gap between academic preparation and industry expectations.
Participants gained actionable insights into:
- Identifying critical future-ready skills for PR and communication professionals
- Designing adaptable, globally relevant curricula
- Aligning academic instruction with real-world demands
The session was opened by Gesille Sedra Buot, Chair of GAETDM 2026, and moderated by Norman Agatep, Vice-President for Internal Affairs of the Public Relations Society of the Philippines. It was one of the key activities in a month-long series of initiatives under GAETDM 2026, reinforcing the Global Alliance for Public Relations and Communication Management’s commitment to advancing professional standards and fostering continuous learning worldwide.
You can watch the webinar below: