{"id":13260,"date":"2024-12-04T08:00:00","date_gmt":"2024-12-04T13:00:00","guid":{"rendered":"https:\/\/progressions.prsa.org\/?p=13260"},"modified":"2024-12-04T10:29:09","modified_gmt":"2024-12-04T15:29:09","slug":"building-global-bridges-in-public-relations-reflections-from-prssa-icon-2024-construyendo-puentes-globules-en-las-relaciones-publicas-reflexiones-de-prssa-icon-2024","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2024\/12\/04\/building-global-bridges-in-public-relations-reflections-from-prssa-icon-2024-construyendo-puentes-globules-en-las-relaciones-publicas-reflexiones-de-prssa-icon-2024\/","title":{"rendered":"Building Global bridges in Public Relations: Reflections From PRSSA ICON 2024 \/ Construyendo puentes globales en las relaciones p\u00fablicas: reflexiones de PRSSA ICON 2024"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Copy-of-Progressions-headers-1111-1118-2-1024x576.png\" alt=\"\" class=\"wp-image-13261\" srcset=\"https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Copy-of-Progressions-headers-1111-1118-2-1024x576.png 1024w, https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Copy-of-Progressions-headers-1111-1118-2-300x169.png 300w, https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Copy-of-Progressions-headers-1111-1118-2-768x432.png 768w, https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Copy-of-Progressions-headers-1111-1118-2-1536x864.png 1536w, https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Copy-of-Progressions-headers-1111-1118-2-2048x1152.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Attending PRSSA ICON 2024 in Anaheim, California, was more than just a professional event; it was an experience that, as a student and representative of the University of San Mart\u00edn de Porres in Lima, Per\u00fa, allowed me to dive into a sea of cultures, knowledge\u200b\u200b and human connections. The idea of traveling to the United States for the first time since starting college initially seemed \u200bdaunting\u200b\u200b\u200b, but receiving a PRSSA scholarship made it a reality, \u200band it gave me the chance to experience\u200b a type of\u200b learning that goes far beyond books and classrooms.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interculturality as the Core of Public Relations<\/h2>\n\n\n\n<p>Every session and conversation at ICON reminded me that interculturality in public relations is not just a theoretical concept\u200b\u2013\u200b it\u2019s the driving force behind growth and innovation in our industry. Listening to colleagues and leaders from iconic companies\u200b,\u200b like Disneyland \u200bResorts \u200band Taco Bell, who shared how they connect their brands with diverse audiences\u200b,\u200b taught me \u200b\u200bthe importance of cultural adaptation. Every strategy\u200b and\u200b\u200b\u200b every campaign\u200b\u200b has a purpose that only makes sense when understood in its cultural context.&nbsp;<\/p>\n\n\n\n<p>\u200b\u200bGetting to see\u200b this firsthand inspired me deeply. In every exchange with students and professionals from different countries, I recognized something truly special: the power \u200bpublic relations \u200bhas \u200bto build bridges where others see barriers. At one momentI was discussing ideas in English\u200b and\u200b\u200b\u200b in the next I was conversing in Spanish with colleagues from Latin America. That diversity and authenticity reminded me that\u200b\u200b at its core, public relations is a deeply human discipline.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Lessons Learned and Personal Transformation<\/h2>\n\n\n\n<p>For five days, I attended sessions led by key figures in the \u200bindustry\u200b\u200b\u200b, met students with \u200bsimilar \u200baspirations\u200b and explored how \u200bcommunication \u200bcan\u200b\u200b\u200b make an impact on the world. My greatest takeaways from PRSSA ICON 2024 were:&nbsp;<\/p>\n\n\n\n<ul>\n<li><strong>Cultural Adaptation:<\/strong> \u200b\u200bE\u200bach audience requires something different\u200b \u2013\u200b it\u2019s not about \u201ctranslating\u201d a message, but reinterpreting it. Knowing our audiences means understanding their stories and values.&nbsp;<\/li>\n\n\n\n<li><strong>The Value of International Networking:<\/strong> Each person I met brought a unique story, and every conversation opened doors to new ideas and ways of viewing the world. Networking at an event like this goes beyond exchanging business cards \u2013\u200b it\u2019s about forging relationships that could\u200b inspire great future projects.\u200b Who knows where those relationships may lead?\u200b&nbsp;<\/li>\n\n\n\n<li><strong>Mastery of Languages in Professional Contexts: <\/strong>Listening, asking questions\u200b<s>,<\/s>\u200b and reflecting in a language that often intimidates us was a challenge, but also a major step in breaking down the fear of \u201cwhat others might think\u201d and communicating confidently on an international level.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">A Look at the Future of Public Relations<\/h2>\n\n\n\n<p>PRSSA ICON 2024 left me with an unforgettable memory and a certainty: Communication is the bridge that can unite our stories, cultures\u200b<s>,<\/s>\u200b and aspirations. I carry with me every lesson, every look of admiration among colleagues\u200b\u200b and every conversation that reminded me why I chose this profession. I know the path in public relations won\u2019t always be easy, but with the support of a community like PRSSA, I\u2019m ready to face the challenges and, above all, to seize every opportunity that allows me to build more and better connections in this increasingly interconnected world.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:34% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"586\" src=\"https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Screenshot-2024-11-20-at-2.55.01\u202fPM.png\" alt=\"\" class=\"wp-image-13262 size-full\" srcset=\"https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Screenshot-2024-11-20-at-2.55.01\u202fPM.png 560w, https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Screenshot-2024-11-20-at-2.55.01\u202fPM-287x300.png 287w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-small-font-size\">Natzumi Contreras Saravia is a communication sciences student at the Universidad de San Mart\u00edn de Porres in Lima, Per\u00fa. She is passionate about social responsibility and intercultural communication and committed to advancing public relations in Latin America and developing global leaders.\u00a0<\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong><em>Versi\u00f3n en espa\u00f1ol<\/em><\/strong><\/p>\n\n\n\n<p>Asistir a PRSSA ICON 2024 en Anaheim, California, fue mucho m\u00e1s que un evento profesional; fue una experiencia que, como estudiante y representante de la Universidad de San Mart\u00edn de Porres en Lima, Per\u00fa, me permiti\u00f3 sumergirme en un mar de culturas, conocimientos y conexiones humanas. La idea de viajar a Estados Unidos por primera vez desde que comenc\u00e9 la universidad parec\u00eda al inicio \u200babrumadora\u200b\u200b\u200b, pero recibir una beca de PRSSA lo hizo realidad, \u200by me dio \u200b\u200b\u200bla oportunidad de vivir un \u200btipo de \u200baprendizaje que va mucho m\u00e1s all\u00e1 de los libros y las aulas.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La interculturalidad como eje de las relaciones p\u00fablicas<\/h2>\n\n\n\n<p>Cada sesi\u00f3n y conversaci\u00f3n en ICON me recordaron que la interculturalidad en las relaciones p\u00fablicas no es solo un concepto te\u00f3rico\u200b \u200b\u2013\u200bes el motor que impulsa el crecimiento y la innovaci\u00f3n en nuestra industria\u200b\u2013\u200b. Escuchar a colegas y l\u00edderes de empresas ic\u00f3nicas como Disneyland \u200bResorts \u200by Taco Bell, quienes compartieron c\u00f3mo conectan sus marcas con audiencias diversas, me ense\u00f1\u00f3 \u200b\u200bla importancia de la adaptaci\u00f3n cultural. Cada estrategia, cada campa\u00f1a, tiene un prop\u00f3sito que solo cobra sentido cuando es entendida en su propio contexto cultural.&nbsp;<\/p>\n\n\n\n<p>Poder ver esto de primera mano me inspir\u00f3 profundamente. En cada intercambio con estudiantes y profesionales de distintos pa\u00edses, reconoc\u00ed algo muy especial: el poder \u200bque\u200b\u200b\u200b las relaciones p\u00fablicas \u200btienen \u200bpara construir puentes donde otros ven barreras. En un momento, me encontraba discutiendo ideas en ingl\u00e9s\u200b \u200by, \u200ben otro, conversaba en espa\u00f1ol con colegas de Latinoam\u00e9rica. Esa diversidad y autenticidad me record\u00f3 que, en esencia, las relaciones p\u00fablicas son una disciplina profundamente humana.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Aprendizajes y transformaci\u00f3n personal<\/h2>\n\n\n\n<p>Durante cinco d\u00edas, asist\u00ed a sesiones lideradas por figuras claves en \u200bla indsutria\u200b\u200b\u200b, conoc\u00ed estudiantes con aspiraciones \u200bsimilares\u200b\u200b y explor\u00e9 c\u00f3mo \u200bla comunicaci\u00f3n \u200bpuede\u200b\u200b\u200b generar impacto en el mundo. Mis mayores aprendizajes de PRSSA ICON 2024 fueron:&nbsp;<\/p>\n\n\n\n<ul>\n<li>La adaptaci\u00f3n cultural:\u200b Cada audiencia requiere algo diferente, que no se trata de \u201ctraducir\u201d un mensaje, sino de reinterpretarlo. Conocer a nuestros p\u00fablicos significa comprender sus historias y valores.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>El valor del networking internacional: Cada persona que conoc\u00ed tra\u00eda consigo una historia \u00fanica, y cada conversaci\u00f3n fue una puerta a nuevas ideas y formas de ver el mundo. Hacer networking en un evento as\u00ed va m\u00e1s all\u00e1 de intercambiar tarjetas de presentaci\u00f3n\u200b \u200b\u2013\u200bes forjar relaciones que\u200b pueden inspirar grandes proyectos futuros\u200b\u2013\u200b.\u200b \u00bfQui\u00e9n sabe a d\u00f3nde te podr\u00edan llevar esas relaciones?\u200b&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Dominio de idiomas en contextos profesionales: escuchar, preguntar y reflexionar en un idioma que muchas veces nos intimida fue un desaf\u00edo, pero tambi\u00e9n un gran paso para romper la barrera del \u201cqu\u00e9 dir\u00e1n\u201d y comunicarme con confianza en un \u00e1mbito internacional.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Una mirada al futuro de las relaciones p\u00fablicas<\/h2>\n\n\n\n<p>Esta experiencia no solo me ense\u00f1\u00f3 sobre la industria\u200b,\u200b\u200b \u200bsino que \u200btambi\u00e9n me ense\u00f1\u00f3 sobre m\u00ed misma. Me hizo comprender que los futuros profesionales de relaciones p\u00fablicas tenemos la responsabilidad de ser constructores de puentes y agentes de cambio. En un mundo donde los l\u00edmites entre culturas y naciones se vuelven cada vez m\u00e1s difusos, nuestra capacidad de navegar en la diversidad cultural ser\u00e1 lo que nos diferencie.&nbsp;<\/p>\n\n\n\n<p>Agradezco de coraz\u00f3n a PRSSA por esta oportunidad y a personas como David Grossman, un mentor comprometido con apoyar a la pr\u00f3xima generaci\u00f3n de comunicadores. Este evento no solo marc\u00f3 un antes y un despu\u00e9s en mi vida universitaria; tambi\u00e9n consolid\u00f3 mi compromiso con una visi\u00f3n global de las relaciones p\u00fablicas y con aportar al crecimiento de esta industria en Am\u00e9rica Latina.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Relfexi\u00f3n final: relaciones p\u00fablicas para un mundo conectado<\/h2>\n\n\n\n<p>PRSSA ICON 2024 me ha dejado un recuerdo inolvidable y una certeza: la comunicaci\u00f3n es el puente que puede unir nuestras historias, culturas y aspiraciones. Llevo conmigo cada aprendizaje, cada mirada de admiraci\u00f3n entre colegas, y cada conversaci\u00f3n que me record\u00f3 por qu\u00e9 eleg\u00ed esta profesi\u00f3n. S\u00e9 que el camino en relaciones p\u00fablicas no siempre ser\u00e1 sencillo, pero con el apoyo de una comunidad como PRSSA, estoy lista para enfrentar los desaf\u00edos y, sobre todo, para aprovechar cada oportunidad que me permita construir m\u00e1s y mejores conexiones en este mundo cada vez m\u00e1s interconectado.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\" style=\"grid-template-columns:34% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"586\" src=\"https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Screenshot-2024-11-20-at-2.55.01\u202fPM-1.png\" alt=\"\" class=\"wp-image-13263 size-full\" srcset=\"https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Screenshot-2024-11-20-at-2.55.01\u202fPM-1.png 560w, https:\/\/progressions.prsa.org\/wp-content\/uploads\/2024\/12\/Screenshot-2024-11-20-at-2.55.01\u202fPM-1-287x300.png 287w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-small-font-size\">Natzumi Contreras Saravia es una estudiante de ciencias de la comunicaci\u00f3n en la Universidad de San Mart\u00edn de Porres en Lima, Per\u00fa. Ella es apasionada por la responsabilidad social y la comunicaci\u00f3n intercultural y comprometida con el avance de las relaciones p\u00fablicas en Am\u00e9rica Latina y el desarrollo de l\u00edderes globales.\u00a0<\/p>\n<\/div><\/div>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Attending PRSSA ICON 2024 in Anaheim, California, was more than just a professional event; it was an experience that, as a student and representative of the University of San Mart\u00edn de Porres in Lima, Per\u00fa, allowed me to dive into a sea of cultures, knowledge\u200b\u200b and human connections. The idea of traveling to the United States for the first time [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":33,"featured_media":13261,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[3652,3775],"tags":[919,2460,3795,3806],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/13260"}],"collection":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/users\/33"}],"replies":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/comments?post=13260"}],"version-history":[{"count":4,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/13260\/revisions"}],"predecessor-version":[{"id":13276,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/posts\/13260\/revisions\/13276"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/media\/13261"}],"wp:attachment":[{"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/media?parent=13260"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/categories?post=13260"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/progressions.prsa.org\/index.php\/wp-json\/wp\/v2\/tags?post=13260"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}