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Corporate purpose in times of war

If there was ever a test of true corporate purpose, it is now. Putin's brutal invasion of Ukraine has shocked the world. The reaction from companies and organisations has been mixed. Sporting bodies like UEFA, FIFA and the IOC initially did and said very little. Then they realised they were on the wrong side of public opinion, so took limited action. Eventually, they were all forced to take the principled and moral position they should have taken in the first place.

'Forced' is the operative word. If these organisations had put purpose and principle first, then they would have been seen to be leading the world. Instead, they've been shamed into doing what is right, thus losing most of the value they'd have won if they'd done the right thing because they believed it.

In this edition of PR Futurist we look at how the global public relations communities and brands have reacted, as well as highlighting a PRTech tool made in Kyiv. We also look at some of the latest research on content management systems, data and privacy, moves to make AI less toxic and announce the 2022 Davos Communications Awards.

Stuart Bruce | PR Futurist  

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Global PR bodies unite to condemn Putin's invasion of Ukraine

The world's public relations bodies have united to condemn President Vladimir Putin's invasion of Ukraine. ICCO (International Communications Consultancy Organisation) condemned the invasion and immediately suspended the membership of Russian PR trade body AKOS (Association of Consulting Companies in the Field of Public Relations).

The Global Alliance issued a similar statement via its member organisations such as the CIPR (Chartered Institute of Public Relations). Global Alliance represents 60 public relations and communications organisations around the world, and ICCO represents 41 associations representing 70 countries. Between them, they represent most of the public relations and communications professional membership and trade organisations around the world.

The Global Alliance/CIPR statement reminded members not to work with companies or individuals under government sanctions. The PRCA urged members that they should sever all ties with clients that have links to the Russian government, even if not yet under sanctions.

Purposeful Relations has and is providing pro bono support to help individuals, organisations and companies in Ukraine.

Stuart Bruce | PR Futurist  

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