World PR Day 2025
Public relations has always been about influence, but in today’s world, influence must be earned. In an era defined by reputational fragility, rising public expectations, and information overload, the role of PR is no longer confined to visibility. It is about accountability, alignment, and authenticity. And it is about ensuring that every message has meaning.
At Purpose Communications, this belief is not theoretical; it shapes how we work, how we lead, and how we partner with organisations. We see communication not as a support function, but as a strategic imperative that builds resilience, trust, and long-term value.
As our Founder and CEO, Dimitris Ioannides, explains, “Purpose is the difference between communication that fills space and communication that earns trust.” This is more than a statement of philosophy; it’s the principle that guides our decisions, our partnerships, and our responsibility to the audiences we serve. For us, purpose is not a positioning tool. It is the standard by which effective communication should be measured.
To mark World PR Day 2025, we launched the campaign “Voices of Purpose”, a reflection of the principles we champion and the people who embody them. Our team members were invited to share their views on what public relations means in this new age. The result is a composite voice: one that speaks to a shared commitment to clarity, integrity, and intentionality.
This commitment begins with clarity, a value that, in today’s noisy environment, has become a true differentiator. As Katerina Yennari, Senior Communications Consultant, puts it: “PR is the power to influence conversations with truth, clarity, and care.” Her work is grounded in helping organisations communicate with precision, cutting through ambiguity and enabling decision-makers to lead with transparency. Clarity is no longer optional. In Katerina’s hands, it becomes a strategic asset.
But strategic clarity is only part of the equation. For communication to resonate, it must connect. And connection requires emotion. As Rena Tsangari, PR & Events Manager, reminds us, “PR is about emotion. Great communication informs, inspires, and creates connection.” Rena designs and leads campaigns that use emotion not as a decorative layer, but as a core mechanism to move audiences. Whether through live events or multi-channel campaigns, her work turns stories into experiences and audiences into advocates.
At the heart of all effective communication lies trust. Yet trust is not something that can be manufactured or accelerated. It requires time, consistency, and care. For Maria Georgiou, PR Executive, this is the true essence of PR: “It’s a long-term investment in trust. It’s not about quick wins. It’s about lasting relevance.” Maria works alongside brands to ensure their presence is credible and consistent, not just when the spotlight is on, but especially when it’s not. Because trust, once earned, is the most valuable capital any organisation can hold.
Equally important is the question of identity, not what a company does, but who it is. This distinction lies at the core of the work of Stephanie Theodotou, PR Executive, who reflects: “PR means telling stories that reflect who you are, not just what you do.” Stephanie’s approach ensures that brand narratives are not shaped reactively by market forces or fleeting trends, but proactively by values. It is about grounding every campaign in what makes an organisation unique and ensuring that this identity is expressed with honesty and coherence.
Together, these voices form a shared worldview, one that reflects the evolving expectations of our profession. The days of one-size-fits-all messaging and superficial branding are over. Today, public relations is called to play a more strategic, ethical, and long-term role in how organisations engage with their stakeholders and navigate their place in society.
At Purpose Communications, we embrace this challenge. We believe PR should act as:
Communication should not be performative. It should be deliberate. And above all, it should be meaningful.
World PR Day is an occasion to honour our industry, but also to renew our commitment to doing this work with integrity and intelligence. The future of PR will be shaped by those who prioritise trust over tactics, substance over style, and leadership over noise. At Purpose Communications, these are not aspirations. They are our everyday standards.
The Voices of Purpose speak to who we are, and to the kind of communication we believe the world needs more of.
This is how we work.
This is what we stand for.
This is the future we are helping to build.
Happy World PR Day!
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