ICCOpr

The International Communications Consultancy Organisation comprises 23 associations and represents firms worldwide.

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A grain of truth can make health misinformation harder to spot. Even well-meaning creators can overstate what a single study shows. AI search and recommendation algorithms can then amplify the claim. Nicole Yost #ICCOGLOBALSUMMIT

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Health misinformation is changing what happens in the exam room. A survey showed, 95% of physicians said they spend more time correcting misinformation, and 88% said patients’ misbeliefs had led them to change their preferred treatment plans. Stephanie Marchesi #ICCOGlobalSummit

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At #ICCOGLOBALSUMMIT Maxime Couture pointed to Canada. After Facebook and Instagram blocked news, people still turned to those platforms for information. His takeaway: trust can shift from newsrooms to the people who share the story.

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Who actually changes the conversation? Cassandra Shand says, follower counts can miss who drives discussion on a specific topic. Causal analysis could help identify which voices shift the debate and which false narratives have the most impact. #ICCOGLOBALSUMMIT

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When crisis hits, false content can pay. Algorithms reward outrage, AI makes fakes easier to produce, and clicks bring in revenue. Over time, the drip of disinformation shapes public opinion. @TommasoCanetta #ICCOGLOBALSUMMIT

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Patrice Schneider, warned that three forces are reshaping trust. Traditional media is losing relevance, AI could put distrust “on steroids,” and a shifting world order could exploit that erosion of trust. #ICCOGLOBALSUMMIT

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ICCO’s disinformation panel brings together international organisations, agencies, tech, journalism and fact-checking to ask how we can build trust before a crisis and prepare for what’s next. @minomoriconi moderates the next panel at #ICCOGLOBALSUMMIT

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AI can shape what people find. Credibility still depends on the evidence behind the answer.

Does AI belong on the stakeholder map and who owns the decision when its advice goes wrong? #ICCOGLOBALSUMMIT

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AI visibility research can surface sources your comms team never had on its radar. Engage with those voices which your audience relies on, even if your team questions their credibility. @marshallmanson #ICCOGLOBALSUMMIT

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An influencer can bring their followers to a new topic. They still have to earn their trust on it.

At the #ICCOGLOBALSUMMIT in Milan, made the case for looking at a creator’s track record on the specific issue you want them to speak about.

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Influence is easier to gain and harder to scale. As audiences turn to different sources, trust has to guide communications strategy from the start. A single message can land very differently across communities. @TobyDoman #ICCOGLOBALSUMMIT

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Influence is more distributed. Trust is harder to carry across communities.

A message can reach many communities, but who can make it credible in each one? @fpassoni #ICCOGLOBALSUMMIT

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Who holds influence when news travels through podcasts, creators and AI-generated content? @nehamehro moderating the the panel opened with a question for communicators: whose voices do audiences trust today and how has that changed in five years? #ICCOGLOBALSUMMIT

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. @AWPatel made the stakes clear for companies operating across African markets. A political shift in one country can affect trade relationships elsewhere and change what investors need to hear about a business decision. #ICCOGLOBALSUMMIT

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One survey revealed a gap: 55% of corporate affairs directors named geopolitics their top issue and only 11% felt prepared. Stay curious, read widely and work across markets and disciplines. Emma Smith, CEO, Sandpiper #ICCOGLOBALSUMMIT

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“All our PCs” vs. “all our PCs for India.”@charlottewest recalls how two missing words forced the company to reassure governments it wasn’t pulling production. It’s why comms counsel matters before an executive takes the stage. #ICCOGLOBALSUMMIT

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Geopolitics is now a daily concern for corporate communicators.
@ArunSudhaman moderates the next session at the #ICCOGLOBALSUMMIT "Operating in the Fault Lines"

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“Imagination is the antidote to uncertainty.”

Closing his ICCO Summit keynote in Milan, Chris Foster challenged PR leaders to write the next playbook with the imagination to see what’s possible and the courage to build it. #ICCOGLOBALSUMMIT

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The agency that gets the first call is the one that sees the whole problem.
Chris Foster made the case for bringing disciplines together around business decisions. Technology changes how we work. Imagination decides what we build with it. #ICCOGLOBALSUMMIT

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What would a PR agency look like without billable hours? At the ICCO Summit in Milan, Chris Foster challenged agencies to rethink how they staff and price their work, and to use AI and data to test ideas before taking them into the real world. Chris Foster, OPRG #ICCOGLOBALSUMMIT