When an organisation brings together more than 360,000 communication professionals, academics, students and institutions from 126 countries, the question of responsibility ceases to be an addition to the profession. For Professor Justin Green, President and CEO of the Global Alliance for Public Relations and Communication Management, responsible communication is precisely the foundation on which the future of public relations should be built.
His career brings together work in Ireland, Kenya and Nigeria, advising international institutions and companies, managing communications during major public events, and professional engagement dedicated to ethics and industry standards. He founded the World Commission on Ethical and Responsible Communication, while his contribution to the profession has been recognised through 26 life fellowships, 24 global leadership awards and five President Medals.
In an interview with Media Marketing, he speaks about the World Public Relations Forum, which will be held in Abuja in November, the first edition of the Forum in West Africa, as well as trust as the key challenge facing the profession. We also discussed artificial intelligence, the professionalisation of public relations in Africa, ethical standards, and the role of communication professionals in combating greenwashing and the irresponsible presentation of sustainability.
From 14–21 November, Abuja, Nigeria, will host the Global Alliance World Conference, the flagship event of an organisation representing more than 360,000 communication professionals worldwide. What are the main themes and objectives of this year’s conference?
The 2026 World Public Relations Forum in Abuja is much more than a conference – it is a global platform for shaping the future of our profession. Under the theme “Responsible Communication: The Voice of the World,” the Forum will explore how communication professionals can strengthen trust, protect democratic values, build organisational reputation, and help societies navigate an increasingly complex and fragmented information environment.
The programme will bring together government leaders, international organisations, business executives, academics, and communication professionals from around the world. Confirmed speakers include H.E. Bola Ahmed Tinubu, GCFR, President of Nigeria (Chief Host); H.E. Hakainde Hichilema, President of Zambia; Melissa Fleming, United Nations Under Secretary-General for Global Communications; Samuel Heath, Director of Communications at INTERPOL; Mariya Gabriel, former Deputy Prime Minister of Bulgaria and former UNESCO Assistant Director-General for Communication and Information; Bashir Adewale Adeniyi, Chairman of the World Customs Organization Council; Edith Jibunoh, Director of External Relations at the World Bank Group; Rochelle Ford, Chief Executive Officer of Page Society.
Together, we will examine topics including responsible communication, artificial intelligence, sustainability, ethics, crisis leadership, reputation management, strategic communication, and the professionalisation of public relations.
Importantly, this is the first World Public Relations Forum to be held in West Africa. It recognises the continent’s growing influence in shaping the global communications agenda and reinforces Global Alliance‘s commitment to ensuring every region has a voice in defining the future of our profession.
We warmly invite communication professionals, academics, business leaders, policymakers, and students from around the world to join us in Abuja, Nigeria, from 15 to 21 November 2026 for this landmark global gathering. Registration is now open, and further information is available at https://www.wprf2026.niprng.org.ng/. We look forward to welcoming the global communication community to Abuja for an inspiring week of dialogue, learning, networking, and collaboration.
Given your personal experience as a communications consultant working across Africa, how would you assess the current state and development of the public relations profession on the African continent?
Africa is experiencing one of the most exciting periods of growth in the history of the communications profession. Across the continent we are seeing stronger professional associations, expanding university programmes, increasing recognition of strategic communication by governments and businesses, and a new generation of highly talented practitioners.
At the same time, Africa faces unique challenges, including misinformation, rapid digital transformation, economic development, and the need to strengthen public trust. These challenges also present enormous opportunities for communication professionals to demonstrate leadership.
The recent Africa Declaration on the Professionalisation of Public Relations and Responsible Communication is a landmark achievement because it establishes a shared vision for ethical practice and professional standards developed by Africa, for Africa. Hosting the World Public Relations Forum in Abuja, Nigeria is further recognition that Africa is not simply participating in the global conversation – it is helping to lead it.
In your view, what are the most significant challenges facing the global public relations industry today?
Trust is undoubtedly the defining challenge of our time. Around the world we are witnessing increasing misinformation, disinformation, political polarisation, declining confidence in institutions, and rapidly evolving technologies such as artificial intelligence.
Communication professionals therefore have a greater responsibility than ever before. We must ensure that communication is accurate, transparent, ethical, inclusive, and accountable. AI offers tremendous opportunities, but it must always be guided by human judgement, ethical principles, and professional responsibility.
Artificial intelligence will undoubtedly reshape our profession, but it must always remain a tool that enhances – not replaces – human responsibility. That is why Global Alliance has taken a leadership role in promoting the responsible use of AI through our Global Alliance Responsible AI Principles for the PR and Communication Profession, and our ongoing international report “AI: Reimagining Tomorrow.”
Equally important is our advocacy for recognising Responsible Communication as the 18th United Nations Sustainable Development Goal. Communication underpins every existing Sustainable Development Goal. Whether addressing climate action, health, education, equality or peace, meaningful progress depends upon responsible, truthful and inclusive communication.
The future of our profession will depend not simply on communicating effectively, but on communicating responsibly.
Public relations is closely linked with ethics. What do you consider to be the fundamental ethical values that every public relations professional should uphold?
Ethics are the foundation of professional public relations. Every practitioner should be committed to honesty, integrity, transparency, accountability, fairness, respect, and serving the public interest.
Public relations is fundamentally about building relationships based on trust. That trust can only exist when communication is truthful, evidence-based, respectful of diverse perspectives, and guided by a clear sense of responsibility.
Our annual Responsible Communication: Ethics First Month, celebrated every February, has become one of our flagship global initiatives. It brings together communication professionals from every continent to discuss ethics, professional responsibility and public trust. In many ways, the conversations that begin during Ethics First Month continue throughout the year and culminate at the World Public Relations Forum in November in Abuja, Nigeria.
Global Alliance has also developed a series of international policy frameworks – including our Global Principles of Ethical Practice in Public Relations and Communication Management, the Global Diversity, Equality, Equity and Inclusion (DEI) Policy Framework, and our Global Alliance Responsible AI Principles for the PR and Communication Profession – all designed to help organisations and practitioners communicate more responsibly.
As communication increasingly influences public policy, business decisions, and social cohesion, ethical leadership is becoming one of the profession’s greatest responsibilities.
The conference in Abuja will also highlight the importance of the Rome Declaration on Green Communication Responsibility, which you signed on behalf of the Global Alliance during the PRO PR Conference and which was formally endorsed at this year’s General Assembly in Prague. Why do you believe this Declaration is so important for the future of the public relations profession?
Climate change is not only an environmental issue – it is also a communication challenge. The way organisations communicate about sustainability influences public understanding, business behaviour, government policy, and consumer trust.
The Roman Declaration on Green Communication Responsibility provides an important framework that encourages communication professionals to promote transparency, combat greenwashing, support evidence-based sustainability communication, and contribute positively to environmental responsibility.
Global Alliance is proud to be a founding signatory of The Roman Declaration on Green Communication Responsibility. The Declaration was subsequently formally adopted by the Global Alliance Annual General Meeting as an official policy position, reaffirming our commitment to advancing sustainability and responsible communication worldwide.
We are especially pleased that Danijel Koletić, CEO of APRIORI WORLD, will present The Roman Declaration on Green Communication Responsibility at the Forum. During the event, he will officially launch the Declaration across the African continent and the world, highlighting its significance for communication professionals, organisations, institutions, and policymakers, while encouraging its adoption and implementation throughout the region.
What is the Global Alliance’s long-term strategic vision, and how have you succeeded in building the world’s largest alliance of public relations and communication associations?
Our vision is to strengthen public relations and communication management as a trusted profession that contributes positively to organisations, communities, and society.
Global Alliance brings together professional associations, institutions, and universities representing more than 360,000 communication professionals across 126 countries. Our role is not to replace national associations but to unite them around shared values, professional standards, education, ethics, research, and responsible communication.
Research and thought leadership are also central to our strategy. Through initiatives such as Approaching the Future Report, the Global Alliance Trends and Insights Report, and our AI initiative “Reimagining Tomorrow,” we help communication professionals anticipate change, understand emerging trends and prepare for the future of the profession.
Our success has been built on collaboration. We respect regional diversity while creating opportunities for global cooperation, knowledge sharing, and collective leadership. Whether we are developing responsible AI principles, supporting sustainability initiatives, or advocating for responsible communication as a global priority, our strength comes from bringing together voices from every region of the world.
What skills do you believe are essential for today’s public relations professionals? And finally, if you had not chosen a career in public relations and communications, what profession do you think you would have pursued instead?
Today’s communication professionals need far more than excellent writing and media skills. They must think strategically, understand data and technology, embrace artificial intelligence responsibly, manage complex stakeholder relationships, navigate crises, communicate across cultures, and provide trusted advice at the highest levels of leadership.
Above all, they must possess sound judgement and unwavering ethical standards. Technology will continue to evolve, but integrity, credibility, empathy, and critical thinking will always distinguish outstanding professionals.
As for me, if I had not pursued a career in public relations and communication, I believe I would probably have chosen education or leadership development. Throughout my career, I have been passionate about mentoring others, strengthening professional capability, and helping individuals and organisations realise their potential. In many ways, that commitment continues to define my work today.
