Media Marketing, one of the leading publications covering media, communications, marketing, and advertising across the Adriatic region, has published an exclusive interview with Prof. Justin Green, President & CEO of the Global Alliance for Public Relations and Communication Management.
In the interview, titled “Justin Green: Trust Is the Defining Challenge of the Communication Profession,” Prof. Green discusses the key issues shaping the future of public relations, including trust, ethics, artificial intelligence, sustainability, and the growing importance of responsible communication.
A significant focus of the conversation is the 2026 World Public Relations Forum (WPRF), which will take place in Abuja, Nigeria, from 15–21 November 2026 under the theme “Responsible Communication: The Voice of the World.” Prof. Green highlights the Forum as a landmark global gathering that will bring together communication professionals, business leaders, policymakers, academics, and international organisations to address the profession’s most pressing challenges and opportunities.
Reflecting on the profession’s future, Prof. Green emphasises that trust is the defining challenge of our time, calling on communication professionals to uphold the highest standards of ethics, transparency, and accountability while embracing innovation responsibly. He also outlines Global Alliance’s leadership in promoting the responsible use of artificial intelligence, advancing sustainability through the Roman Declaration on Green Communication Responsibility, and advocating for Responsible Communication as the 18th United Nations Sustainable Development Goal.
The interview also explores the rapid development of the communications profession across Africa, the Global Alliance’s long-term vision for strengthening public relations worldwide, and the essential skills communication professionals will need to succeed in an increasingly complex and technology-driven environment.
Read the full interview: https://www.media-marketing.com/en/interview/justin-green-trust-is-the-defining-challenge-of-the-communication-profession/