Experts share insightful perspectives at ‘PR in the Age of Disruption’ webinar for Sri Lanka

MARK and Comm, a strategic communications and PR agency, in collaboration with the Public Relations and Communications Association Asia Pacific (PRCA APAC) hosted a regional webinar for Sri Lanka titled ‘PR in the Age of Disruption’ on 28 April.

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The session, part of Mark and Comm’s ‘The Collab Room’ initiative, brought together leading PR experts to discuss the evolving landscape of communications. The event featured insightful discussions on navigating disruptions in the PR industry, with a focus on agility, digital integration, and authenticity.

The webinar featured industry experts such as Alison Regional Chief Operating Officer (COO) and Head of Client Experience — APAC and PRCA APAC Chair Jeremy Seow, along with The Hoffman Agency Managing Director — Southeast Asia Maureen Tseng, and M3 Communications Group CEO and Board Chairman Maxim Behar, and was moderated by PRCA APAC Head Ed Burleigh.

In the opening remarks, Mark and Comm Director Thanzy! Thajudeen emphasised that today’s disruptions extend far beyond technology, encompassing geopolitical shifts, societal movements, generational change, AI, and climate events. He went on to outline three key shifts defining this new era: a move from control to collaboration, from broadcast to belief, and from strategy to speed, stressing the need for PR professionals to be agile, purpose-driven, and resilient in the face of uncertainty.

He also urged professionals to seize this moment not just to adapt but to lead. He stressed that real impact comes from being future-facing—investing in skills like AI and digital storytelling—while remaining deeply human-centred, with empathy and ethics at the core. At both Mark and Comm and through his work with PRCA APAC, he has observed that those who thrive are also bold and unafraid to challenge norms and lead authentic conversations. He closed by inviting participants to reflect: Are we merely reacting to disruption, or are we shaping the future of PR with intention and purpose?