Strana 3
1
CONTENT
Introduction 2
1. PR must take on a more important role in business 3
2. AI is a tool, not a threat 5
3. Barcelona Principles 4.0, or new standards for measuring PR impact 6
4. Building trust requires astrategy 10
5. Earned media is more relevant than ever 12
6. Agencies must evolve 14
Final message from Cannes 16