About the Author
In a world defined by uncertainty and rapid change, the role of communication has never been more critical — or more complex.
Held in London on April 2, the PRovoke EMEA Summit 2025 brought together communications leaders, agency innovators, and corporate strategists to unpack the new forces reshaping the global landscape. From navigating disinformation and embracing AI to rethinking soft power and redefining the role of public affairs experts in the new geopolitical order, this year’s Summit made one thing clear: communication is not a side function — it’s a strategic force for trust, influence, and transformation.
Here are some of the key topics discussed.
Soft Power: A New Currency for Global Influence?
The morning started with a topic as complex as it is timely: soft power. Rooted in culture, values, and policies, soft power is about authenticity, shared ideals, and the ability to engage with socially relevant issues.
But why does it matter for governments and brands? Unlike coercive power, which may lead to short-term results, soft power builds lasting influence through trust and emotional connection.
However, soft power isn’t without its challenges. Speakers highlighted its dual nature—from promoting democracy and human dignity to being misused in disinformation campaigns. The key message? It’s not about moving faster, but smarter—creating authentic moments that resonate with the consumers while building long-term influence and credibility.
Trust in the Age of Disinformation
The second session focused on misinformation, disinformation and ‘malinformation’ and the need to rebuild trust with communities. Indeed, in today’s highly polarized environment, the risk of misinformation continues to rise, often placing companies in the crossfire. Moreover, AI acts as an accelerant, further amplifying the speed and reach of false narratives.
So, how can brands build resilience? According to the speakers, organizations must invest in their emotional reputation—establishing genuine, trust-based relationships with consumers, engaging proactively with detractors and choosing carefully when to confront or ignore harmful narratives.
AI in Comms: Data and Human Touch
Another topic that shaped the discussion was the revolution brought by AI. Powered by data, AI can support and enhance communication activities — from social media monitoring and content creation to advanced crisis simulation.
During the panel, speakers underlined that while data is the lifeblood of AI, it is also true that the human element remains essential.
So, while AI opens the door to more efficient workflows, targeted conversations, and real-time issues monitoring, it must also go hand-in-hand with training communicators. Today’s professionals need to be data-fluent, AI-curious, and skilled in prompt engineering to fully unlock AI potential.
Something to keep in mind while navigating an increasingly complex media environment.
The Power of Radical Creativity
In a world full of content, creativity has never been more vital. The next session explored the role of radical creativity, driven by freedom, curiosity, and bravery.
In particular, the panel addressed creativity as a powerful driver for impactful campaigns — highlighting the importance of both compelling content and high-quality execution in making a real difference.
But how does creativity thrive within the client-agency relationship? Indeed, success depends not just on big ideas, but on solving real business challenges, setting a clear vision, and driving measurable outcomes. For this reason, it’s essential for agencies to build a trust-based relationship with their clients — a crucial element when it comes to creativity, as that trust empowers teams to push boundaries, take risks, and deliver truly bold ideas.
The New Global Order
The Summit concluded with SEC Newgate’s panel ‘Redefining Public Affairs in a New Global Order’ – an insightful conversation with Mario Walter Mauro – former Vice President of the European Parliament, former Italy’s Minister of Defence, founder of Meseuro, and member of SEC Newgate’s Global Corporate and Geopolitical Advisory Council – and Allie Renison – Associate Director at SEC Newgate UK, former policy adviser to the UK’s Secretary of State for Business and Trade and member of SEC Newgate’s Global Corporate and Geopolitical Advisory Council.
The main theme guiding the conversation was the connection between trade, geopolitics and public affairs and its impact on international relations and, consequently, on businesses and companies.
Indeed, the shifts in international power dynamics—such as the US tariffs plan, the EU’s innovative commercial agreements with Asian partners, and the rise of autocracies—signal the beginning of a new global order or, as Mario Mauro described it, ‘a change of era’.
In this context, what is the role of public affairs consultants? To understand, monitor, and interpret the evolving landscape – offering organizations valuable insights to navigate this new global order while preserving trust and influence with communities and consumers. A need that SEC Newgate is addressing with its Global Corporate and Geopolitical Advisory Council: a team of global subject matter experts and top advisers offering strategic advice and guidance to business, leaders and C-suite executives.
To read the full coverage on our panel and explore the key topics of the discussion click here.
Some weeks have passed since the PRovoke EMEA Summit 2025, yet the insights shared during the event continue to resonate across industries.
Successfully navigating the complexities of today’s dynamic global landscape – many of which were highlighted during the conference – requires the support of a forward-thinking and experienced team. SEC Newgate’s Global Corporate and Geopolitical Avisory Council is positioned to support organizations in implementing effective communication strategies – drawing also on key insights from the PRovoke conference. With our strategic expertise and deep industry knowledge, we help businesses build trust, shape influence, and thrive in an ever-evolving world.
Now is the time to turn insights into action – let SEC Newgate be your strategic partner in driving positive change.
Discover how we can support your business: growth@secnewgate.com