Beyond Media Relations: Redefining International PR for a New Era

In this episode of ‘Just Curious..’. from The PR Network,communications advisor and researcher Stephen Waddington and Vice President of Communications at Sysco Corporation Matt Stewart help us to unpack the findings of ‘People, Pressure and Purpose’, a new report exploring the realities of international public relations.

Hosts Nicky Regazzoni and George Blizzard sit down with Stephen and Matt for a discussion that dives into critical issues such as burnout, blurred work-life boundaries and the need for leadership that models resilience.

Stephen shares how the role of global comms leaders has evolved beyond media relations into a strategic management function, while Matt offers an in-house perspective on balancing central strategy with local flexibility across global teams.

As well as stressing the importance of trust, judgement and cultural awareness, and the growing significance of comms in risk mitigation, stakeholder trust and business alignment, both guests look ahead at the skills tomorrow’s comms professionals will need: commercial acumen, critical thinking, ethical decision-making and the ability to use AI wisely.