Moving from sleepwalking into innovation to having survive and thrive as your 'license to practice'

Responses to the pandemic and the next steps will likely determine how businesses, organisations and brands performs in the next phase of the economy.

Alongside, getting ourselves ourselves into a position where we can foresee risk and crisis and get better at the transition from response, and prolonged response, to recovery, we must help lead the now imperative innovation mandate. This means providing businesses with ways of rebuilding better and fueling the strategies that most cost effectively allow them to survive and thrive.

PR isn’t in its own swim lane anymore and must support to provide solutions to the problems business faces. To do that it requires PR innovators, well-versed in new and emerging technologies, including automation and artificial intelligence, driving business forwards – not sleepwalkers.