We are experiencing a period of rapid development in technology, especially artificial intelligence. Generating graphics based on descriptions and bots conducting natural conversations are changing communication processes. For the PR industry, this is the beginning of a new era, full of opportunities, but also potential threats and sources of image crises. All these issues will be addressed by experts who will gather in Rzeszow on September 19 and 20 at the PR Congress.
During this year’s edition of the Congress discussion panels and presentations will effectively seek ways to deal with the challenges posed by the AI era, changing communication trends and new technologies. Among the issues to be discussed will be the use of modern solutions in public relations, as well as crisis prevention in the context of changes related to artificial intelligence.
– A rapid development pf AI, especially large language models, has a huge impact on the shape and future of the PR industry. It represents both a threat and an opportunity for everyone involved in relationship building and communication – says Dariusz Tworzydło, PhD, UW professor, the originator and organizer of the Congress. – On the one hand, artificial intelligence can speed up and streamline many processes in communication work, enabling faster analysis of data, personalization of messages or automation of tasks. On the other hand, there are issues of oversupply of messages, information noise and fake news, which can become a source of image crises. That’s why we decided to focus on these topics, among others, during this year’s PR Congress – he adds.
PR professionals facing new challenges
The theme of this year’s PR Congress – „Artificial Intelligence, Crisis and Technology. Challenges of public relations” – was frequently indicated in a research survey by participants of last year’s event. This shows that public relations experts are watching the development of new technologies with great attention. Awareness of their growing role also in the context of crisis communication, prompts the search for strategies and tools to effectively respond to the changing needs of public relations audiences.
– The Congress is an event that not only focuses on the practical dimension, but also has a strong scientific basis. Evaluation during the PR Congress is already a tradition. That’s why, when looking for the most current topics, we always ask our Congress participants about them. Thanks to this, the program focuses on the most important areas for the industry, but through the survey we also involve the participants in co-creating the event – says Dr. Przemysław Szuba, research and analysis expert at Exacto, a partner of the PR Congress.
For years, the most important event in the industry
For 24 years now, the PR Congress has continuously been a source of knowledge and inspiration on the most current communication challenges and problems. This year, on September 19 and 20, experts associated with PR will once again meet in Rzeszow to exchange knowledge and experience. This will be a unique opportunity to learn new skills, but also to build valuable relationships with professionals from across the industry. The event provides an inspiring environment where ideas and solutions to today’s communication challenges are developed.
„Business HUB” took media patronage of the event.