Local EL Businesswoman to represent SA at this year’s World PR Forum
The World PR Forum (WPRF) 2016, which will take place between 29 and 31 May in Toronto, Canada, will be one of the largest assemblies of public relations and communications professionals as well as academics from around the world, influencing and shaping the future of public relations and communication.
This year’s Forum, entitled “Communication Across Cultures” will feature workshops, presentations and discussions on emerging trends and research findings from experts and the who’s who of the global public relations and communication profession.
South Africa is well-represented at this prestigious global event by two professionals: Angela Barter, a Sustainable Communication Strategist, Chartered Public Relations Practitioner (CPRP) and founder of The PR Agency based in East London, who will provide insights on how to mitigate the risks of “greenwashing”; and Daniel Munslow, Principal Consultant with VMA Group Global in Johannesburg, sharing a study of African communication trends.
“Speaking at the World Public Relations Forum is an honour and I am proud to be among two local South African practitioners at this global PR event,” says Barter, a widely-respected public relations specialist with more than 17 years of experience and a PGD in Environmental Management from the University of Stellenbosch. “This forum allows the gathering of like-minded individuals to engage and collaborate, learn from each other and form new partnerships, to enhance the professionalism and standard of public relations globally.”
Barter’s contribution to the global WPRF event will centre on the mitigation of the risks of ‘greenwashing’ – which refers to publishing misleading or deceptive environmental claims that cannot be substantiated or proven, and could be construed as unethical. These risks include negative publicity, irreparable brand damage and loss of stakeholder trust.
“Public relations professionals have a special obligation to practice their craft ethically,” comments Barter. “It is imperative that communication professionals thoroughly scan environmental claims before communicating them to ensure that the claims are true and can be substantiated.”
Barter will provide World PR Forum delegates with valuable sustainable communication guidelines and suggested public relations environmental ethic decision-making principles that are key to avoiding ‘greenwashing’ and the risks it entails.
“Public relations practitioners have the power not only to shift and change the ‘environmental conscience’ or attitudes of people through communication, they also have the opportunity to guide companies in terms of crystallising their environmental intent, providing expertise in analysing and interpreting attitudes and behaviours, and communicating environmental initiatives to all stakeholders in a clear, understandable, authentic and honest way.”
For more information, please visit www.worldprforum.com and follow the proceedings of the event on twitter @angelabarter for live updates from the #WPRF2016 in Toronto, Canada.