The ICCO Summit
Never have I learned so much on the subject of Communications as I have at the various ICCO (International Communication Consultants Organisation) Summits I have attended over the past 10 plus years. Leaders from big and small Public Relations firms from USA to Europe meet bi-annually to share ideas and experiences.
These leaders, impressive CEOs of the big global Public Relations firms mostly from North America (NA) and Western Europe (WE) – NA&WE – would present fabulous research-based ideas and thought leadership coupled with enviable experiences that would change the way Public Relations was rolling out. Asia was behind the curve; Asians sat in awe and wondered when the world would change for them.
ICCO Summit in Portugal
Less than 15 years later, the latest ICCO Summit held in Sintra, Portugal, was dominated with discussions on Asia and specifically, China, India, Brazil and Russia. The growth charts clearly indicated that the time had come to look East.
Lord Chadlington/Huntsworth was adamant that the West had lost its brief and that Asia is where everyone should be. In my mind there is no doubt that there is a huge opportunity for NA&WE to reinvent their business by not only moving people to new markets, but also in looking at a new model of engagement and value addition in a difficult environment.
I tried convincing Brad Staples/APCO Worldwide that the challenges in India are so stark and real, it is a wonder that anything grows – and that too at about 8%. The litmus test failed. I could not convert his positive disposition regarding India’s challenges and opportunities. His presentation depicted that Asia is the future and All is Well – be it India, China, Brazil or Russia.
Lou Capozzi/MS&L has been a lasting professional, mentor and friend. When Genesis was an affiliate, Lou invited us to various learning sessions in interesting destinations, which upped our learning not only in Public Relations but also expanded our world views.
At one of Lou’s past learning sessions in Paris for leaders, we were divided into 4 teams of 6 each – to develop a strategy that focused on ‘Measurable Objective’. Sadly, till today, many firms do not have measureable objectives let alone what the metrics for the measurement be. That said, the biggest challenge for us was – we could not make a team of leaders! Each one wanted to lead – the American thought she should lead, the German didn’t agree, the French accent was difficult to understand and the Indian was of no consequence even though she had the broadcast experience with BBC and NGC as clients and could put the strategy together in 10 seconds!! By the end of it, no one was talking to anyone and we needed the ‘Inspiration Manager’ to intervene so that we could complete our task!! So Lou taught us a lot and continues to teach the world…at NYU, at ICCO and others.
It was a pleasure to meet and listen to Rob Flaherty/Ketchum. Great presentation, great articulation (why are the Americans so good at it?) and great content with examples that drive home the point of combining learning with campaigns and fine execution.
My long-time friend John Saunders/Fleishman-Hillard adds such practicality to his thoughts and ideas coupled with great relationships around the world – such an important element for Asia. Little wonder that he was awarded the ICCO ‘Hall of Fame’ award this year.
Paul Holmes/Holmes Report blasted the conference room with the state of the industry, what needs to be done – how and why, the opportunities and challenges and how they must be addressed. ICCO made an exception this year and awarded Paul with an ICCO ‘Hall of Fame’ Award for his contribution to the industry. Well deserved.
The presentations are being uploaded on www.iccopr.com, which must be studied, and the videos will be useful.
The question that begs a response is – Why are more Public Relations Associations from Asian countries not playing a more dynamic role in ICCO? Why are more Indian Public Relations professionals not participating in ICCO?
If we don’t participate, we don’t have the right to consider ourselves as an industry. It seems we have nothing more to learn…at a time when the industry is booming in Asia and there is so much to experience, learn and share.
