Prof. Justin Green, President and CEO of Global Alliance for Public Relations and Communication Management, officially opened the 23rd PRO-PR Conference in Podgorica, marking the launch of the largest public relations and communications summit in the Balkan region, hosted by Apriori World.
Addressing an international audience of communications professionals, academics, industry leaders, Office of the President and Government officials. Prof. Green underscored the critical role of public relations in today’s complex global landscape. He highlighted the profession’s growing responsibility in shaping public discourse, influencing leadership, and safeguarding truth in an era increasingly defined by misinformation, global instability, and technological disruption.
“We are among the most powerful influencers in the world,” he stated. “We sit alongside global leaders, governments, and organisations, helping shape narratives that impact societies. As communicators, we have the power to change the world.”
During the PR Talk session with Prof. Green, focusing on the critical role of ethics in modern communication, he emphasised that ethics remains the cornerstone of the profession, particularly in a world shaped by misinformation, geopolitical tensions, and declining public trust. He highlighted the responsibility of communicators to uphold truth, transparency, and integrity, stressing that ethical standards must be embedded not only in formal codes but also in everyday professional practice.
He also addressed the rapid advancement of artificial intelligence, noting that while AI presents significant opportunities, it also requires strong human oversight, accountability, and transparency to ensure it reinforces, rather than undermines, trust. In parallel, he highlighted the importance of responsible communication in addressing global crises, including conflict, climate change, and humanitarian challenges, where accurate and ethical storytelling is essential.
The conversation further explored the growing importance of diversity, equality, and inclusion (DEI) and sustainability in global communication mentioning the Global Alliance’s Global Diversity, Equality, Equity and Inclusion (DEI) Policy Framework. Prof. Green emphasised that inclusive communication is both a moral imperative and a strategic necessity, strengthening credibility, innovation, and stakeholder trust. He also referenced the Declaration of Rome on Green Communication Responsibility, underscoring the role of communicators in ensuring transparency, combating greenwashing, and supporting credible, evidence-based sustainability narratives.
He concluded by highlighting the role of communicators in fostering respectful, fact-based dialogue in increasingly polarised environments, ensuring the representation of diverse perspectives while actively countering misinformation and harmful rhetoric.
