A new online archive – Authentic Glow Worms (https://authenticglowworms.com/) – is dedicated to the thought and cultural legacy of Toni Muzi Falconi, founder of PR Conversations.
The archive is a collection of Toni’s contributions along with work from researchers and professionals – scientific articles, essays, publications and audiovisual content – available in both Italian and English.
The project was created with the aim of mapping international interest around three central themes of Toni’s research on Public Relations: change, listening and relationship.
One of the initial contributions invited to launch this living project is by Heather Yaxley, (co-custodian of PR Conversations) titled: Listening to PR Conversations: A pastpresentfuture auditory perspective. This provides the historical context of this blog, considers the opportunity to develop PR Conversations through a proactive archival strategy and revitalise it going forwards as a “venue of knowing, understanding, and thinking”.
Please read the article and if you are interested in joining a rejuvenated PR Conversations global community of opinion formers, please email: request@prconversations.com
The article by Heather Yaxley at Authentic Glow Worms situates listening as the first step of professional attentiveness through four principles:
Principle 1. Commit to balanced listening and actively process audible information from multiple sources with an open mind. Action: Emphasis on the importance for PRC of capturing and representing new voices and opinions; with a commitment to champion empathetic, non-judgemental and inclusive listening.
Principle 2. Implement adaptive noise filtering to avoid background noise that creates echo chambers and corrupt signals from mis-, dis- and mal-information. Action: Ensure PRC proactively detects, selects, connects and reflects what truly matters; preserving relevant contextual noise without distortion.
Principle 3 . Develop competencies and high standards of auditory imagery. Action: Educate others to embrace lifelong learning through PRC by demonstrating best practices in organising, analysing, interpreting, and crafting aural clues and cues in its content.
Principle 4. Attune to the authenticity of individual and collective inner voices inside and outside of the profession. Action: Establish PRC as a community of ethical reflective practice to enhance competencies of social intelligence and empathetic reasoning.
The Authentic Glow Worms initiative is closely linked to the recognition that the Global Alliance for Public Relations and Communication Management dedicated to Toni at the World Public Relations Forum 2026 in Abuja, Nigeria.
It is hoped that the Authentic Glow Worms space, starting from the intellectual legacy of Toni Muzi Falconi, will represent an open and shared tool to continue to develop research on Public Relations in a constantly evolving context, contributing to a better understanding of its role and impact on society and on the life of organisations.
