Shaping the Future: PR’s Responsibility to Lead with Trust, Ethics, and Humanity
Jennifer Muir - FCPRA, MPACS.
For purpose Leader, Advocate and Strategic Adviser in Communication and Engagement - Social issues and public health specialist - Board Director.
Public relations (PR) professionals stand at a critical juncture where their leadership and influence are being tested like never before. Across industries and communities, they have led vital initiatives in sustainability, collaboration, and trust-building. Yet the demands placed on PR by stakeholders, society, and even the profession itself have raised the bar to unprecedented heights. Now, more than ever, PR professionals are expected to act not only as strategic communicators but as the ethical conscience and driving force of their organizations—a role that requires them to embody both the head and heart of leadership.
The idea of responsible leadership has become central to this evolving expectation. As Tony Wenas, President Director of PT Freeport Indonesia, succinctly puts it, “Responsible leaders are those who are accountable—not just responsible. Accountable for decisions, actions, and inactions. This accountability must benefit not just your organization but also the environment and society at large.” It is a compelling call to action, but it raises questions about whether PR practitioners are fully equipped—or empowered—to meet these responsibilities.? The very premise assumes a level of agency and influence that is not universally available to PR professionals, particularly those operating in rigidly hierarchical or highly politicized environments. Can PR truly lead, or are they often relegated to simply executing decisions made by others?
MORE as published for the World Public Relations Forum, Bali INdonesia 19-22 November 2024.