As debate between both the speakers and the delegates escalated to fever pitch, the FutureComms15 event (18 June 2015) demonstrated the passion of communicators when it comes to defending their industry. The most controversial moments of the day included when Robert Rose said, “We are not in the business of truth”, and, predictably, when Robert Phillips came on to speak about the death of the PR industry.

Robert Rose, a content marketing strategist, author and speaker for the Content Marketing Institute, argued that brand storytelling is about what ought to be the truth, rather than what is truthful. A statement that got the public relations practitioners in the audience up in arms since it is the perception of PR professionals as liars that the industry is constantly up against.

Rose explained the power of storytelling and gave the example of Lego, a brand which matched its products to its story (The Lego Movie) and not the other way around. Rose spoke about the potential of digital storytelling as internet use becomes ubiquitous and argued that digital has disrupted since everyone is now able to act as press. He said that the opportunity for PR professionals is to produce valuable content.

Robert Phillips, co-founder of Jericho Chambers and the author of Trust Me, PR is Dead, defended the book's controversial title by saying that the industry itself is not dead, it’s just not fit for purpose. Phillips divided the room with public relations practitioners becoming defensive and internal communicators lamenting that IC is mostly ignored in his book. As the day wore on the room began to come together. Though most disagreed with Rose’s comments they conceded that no company will stand-up to being 100% transparent all of the time. It is the PR’s job to choose which truth to share and with whom.

A panel discussion around SEO chaired by Neville Hobson, a business communicator, blogger and podcaster, was a great illustration of the current convergence of the tech and creative industries. The speakers spoke about technology’s ability to facilitate what we want to do as human beings, so that it has the potential to help drive creativity. The panel members also noted that the PR industry could learn from the tech industry’s humility.

One of the highlights of the day was when Chris Webb (MCIPR), a former head of news, and acting director of media and communication at the Metropolitan Police, spoke about the Met Police’s response to the 7/7 terrorist attack. The sobering account was both inspiring and extraordinary in equal measure and had the room captivated. He raised the question, if a similar situation happened now, which it inevitably will sooner or later, how will authorities cope? With social media, information will be out there before emergency services are even on the scene. Webb recommends reviewing a crisis plan every six months. He stressed that saying 'sorry' does not make the organisation liable.

Zoe Clapp, communications director at UKTV gave a case study example of a project which launched a new drama channel on UKTV Play. The campaign, which revolved around a chocolate Benedict Cumberbatch, targeted the older, more female, drama audience, who were found to enjoy indulgences and an attractive leading man.

The day ended on a high with a panel chaired by Sarah Pinch, founder of Pinch Point Communications and president of the CIPR, who bought a female professional out of the crowd to even out the gender balance of the panel, followed by Stephen Follows, writer and producer for Catsnake Film, the most popular speaker from last year’s event, and comedian David Schneider. Follow’s insights into storytelling, video and human psychology and Schneider’s witty run-down of Twitter provided a light-hearted and inspiring close to the conference.

FutureComms15, was hosted by Mynewsdesk at The Crystal in London.