PR & Influencer Marketing Insights
Our CEO, Lima Alhawamdeh, took to the stage at the WFCA Davos Communications Summit 2025, hosted at the iconic Davos Congress Centre. She joined a rather impressive lineup of political figures, forward-thinking entrepreneurs and senior communications professionals from across the globe to tackle the evolving role of PR in today’s rather complex digital landscape.
Tackling Trust in the Digital Age
The discussions, which proved lively at times, centred on pressing concerns such as the implications of deregulated social media content. Including Meta’s recent decision to abandon fact-checking which has sparked considerable debate about the knock-on effects for public trust. Lima also addressed the growing appetite for authenticity in influencer marketing, whilst highlighting the increasing, though long overdue, some might say, leadership of women in what has traditionally been a male-dominated industry.
A UK Perspective on Global Debates
During a spirited exchange on freedom of speech, triggered by a US strategist’s concerns about Britain’s stance, Lima delivered what many delegates later described as a nuanced and compelling perspective. She articulated how the UK has historically championed freedom of expression whilst maintaining that such liberty necessarily carries corresponding responsibilities.
She reminded those present that our tradition of free speech has evolved not in isolation but alongside deeply-held principles of civic duty and public accountability, a point that feels increasingly relevant in an era where a single misleading social media post can reach millions through algorithmic amplification.
Lima emphasised that Britain’s commitment to civil liberties exists in balance with public accountability, not in opposition to it. Acknowledging the responsibilities that accompany free expression, which struck a chord with several prominent UK political figures. Lord Evans of Sealand, who served as General Secretary of the Labour Party from 2020 to 2024, was amongst those who publicly voiced their agreement with her thoughtful position.
Get In Touch
Do you want insights about how these global digital trends might impact your marketing strategy? Send us a message. Lima and our team of experts are always interested in conversations about business strategy, digital marketing and technology.