Every year, the Worldcom Public Relations Group brings together young consultants from different countries for two days of collaborative work. This year, Yucatan sent two of its junior consultants to the Young Professionals Meeting in Budapest, alongside some thirty professionals from Europe and the United States. They came back with stronger convictions — and fresh perspectives.
The central theme of this edition: the role of storytelling and AI in communications. A topic stirring our industry, yet one that was approached in an unexpected way throughout the seminar.
When AI teaches us to tell better stories
Storytelling and AI in communications — it could sound like well-trodden ground. But the first day’s workshop caught us off guard.
The exercise: describe an image, as a team, in fifteen minutes. Build a context, a story, a narrative. No formal constraints — just the need to agree on what you see, what you feel, and above all what you want to convey.
It sounds simple. It isn’t.
What this exercise reveals is precisely what AI doesn’t do: choose an angle, commit to a point of view, embody a narrative. At a time when any tool can generate content in seconds, a communicator’s value lies entirely in that ability. AI doesn’t replace storytelling — it exposes how demanding it truly is.
Amigos for Children: a real brief, a real purpose
Alongside the workshops, these two days gave teams the opportunity to build a communications recommendation for Amigos for Children, an NGO supporting hospitalized children. Teams worked together to develop a communications strategy tailored to the organization’s needs.
A hands-on exercise with genuine stakes — one that pushes you out of your comfort zone by collaborating with professionals who don’t share the same culture or the same codes. The everyday reality of an internationally minded agency.
Media landscapes that vary from country to country
The Worldcom Youth Meeting in Budapest was also an opportunity to explore the Hungarian media landscape: press structure, relationship to information, ownership concentration, political influence on editorial decisions. Not a lecture — but direct exchanges with professionals who navigate these realities every day.
The takeaway is clear: our approach to communications is not universal. An effective strategy cannot be transposed from one market to another without a close reading of the local landscape. It’s something we know — but something we only truly grasp when confronted with people who experience it differently.
What we take away from these two days
At Yucatan, we send our teams to these annual gatherings because we remain convinced that the profession is also built outside the office — through exposure to different ways of thinking, different ways of working, different markets.
The transformations reshaping communications — AI above all — cannot be understood from behind a desk. They are understood by working through real cases, by discussing them with peers who don’t have the same answers. Budapest, once again this year, was exactly that kind of ground.
A big thanks to our Hungarian partner, PRPK Communications (Andràs R Nagy and his team) for organizing this annual event for long years.
Need support for an international PR project? Contact us
