How does your view of your own work change when you look at it through another lens?

This is a question our network regularly explores through its international exchange programme. In August, Evelyne Oechslin from our Swiss partner agency open up spent two weeks with Prova in Warwick. Afterwards, Ryan Witton from the British agency Prova travelled to Zurich to work at open up.

This exchange was all about gaining new perspectives and fresh input. The agencies had the opportunity to share ideas and approaches first-hand and to learn from each other – both professionally and culturally. Key topics for both agencies were sustainability communication, media relations, and the growing influence of AI in PR work.

Main takeaways:

• A shift is currently underway: the ecological dimension of sustainability is increasingly taking a back seat, while economic aspects are gaining prominence in public debates.
• The media landscape has changed: there are far fewer journalists than in the past, and many publications now belong to the same media groups. This makes media relations more challenging, which is why maintaining and nurturing strong personal contacts to the media is more important than ever.
• In PR, AI should be understood and used as a tool, rather than something to push back against. Especially for research and summarizing technical topics, AI can be extremely helpful. Still, one rule applies every time: fact-checking is mandatory!

During his stay in Zurich, Ryan led an interactive workshop as part of open up’s openAcademy series. Together, participants discussed the key differences between sustainability, ESG, and the circular economy, explored how to avoid greenwashing, which trends are shaping the industry, and how artificial intelligence is already influencing communications today.

One thing both Evelyne and Ryan noticed: Regardless of their distinct clients, there are no major differences in PR work in Switzerland and the UK – a sign of how internationally aligned both agencies already are. Still, there are subtle nuances worth experiencing that encourage reflecting on one’s own ways of working.

Beyond the professional exchange, there was also plenty of time for personal connection: from a shared apéro to a classic Swiss fondue, Ryan experienced Zurich at its best.

A global network like PRN thrives, above all, on personal connections. Seeing each other in person as well as spending time with people from different cultures and backgrounds enables a direct knowledge transfer, valuable discussions, and a broader perspective – one that helps our partner agencies elevate their work.