The main theme is Artificial Intelligence (AI) and Public Relations: Boon or Curse? Boon or curse, the AI genie is out of the proverbial box and so we have to learn to live with it – and the uncertainties that surround it – and strive to figure out ways of using it productively, prosocially and ethically. We invite scholars, practitoners, and educators to share their experiences with AI and how they have coped with the rapidly evolving technology.
2,600
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Meet BledCom
BledCom is an annual international symposium on public relations and communication management held in Bled, Slovenia, since 1994. It brings together scholars, practitioners, and students worldwide to discuss key themes in communication, bridging theory and practice. Known for its scenic setting by Lake Bled, BledCom fosters global networking, collaboration, and knowledge sharing. It often publishes presented research, contributing to advancements in communication management.
Program highlights
Keynote Speech: The Future Impact of AI on Public Relations
KEYNOTE SPEAKER
The keynote speaker for this 32nd International Public Relations Research Symposium will be Marko Grobelnik, a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence (IRCAI).
Grobelnik collaborates extensively with major European academic institutions and leading industry players, including Bloomberg, British Telecom, the European Commission, Microsoft Research, the New York Times, and OECD.
As a co-author of several books and co-founder of multiple startups, Grobelnik has contributed to over 100 EU-funded AI research projects. His keynote speech, titled “The Future of Artificial Intelligence and Its Potential Impact on Public Relations,” will explore key predictions for the future, highlighting shifts that may come sooner than anticipated.
RESPONDENT
Imad Lahad is an expert in AI, intelligence, and disruptive technologies. Currently serving as the Global Chair of AI & Intelligence at APCO, he leads initiatives that harness emerging technologies to drive innovation and transformative solutions for APCO and its clients worldwide.
Imad's journey with APCO began in 2013 as the Director of Digital Strategy, where he quickly demonstrated his leadership and forward-thinking approach. He went on to become the Managing Director of APCO’s Dubai office, playing a pivotal role in shaping the firm’s direction and expanding its capabilities in the region. As the head of the global Digital Practice, Imad established the AI Comms Lab, a pioneering initiative that integrates advanced AI capabilities and innovative tools into APCO’s offerings. This lab also led to the creation of Margy, APCO’s proprietary adaptive intelligence, which is leveraged across the organization to deliver cutting-edge insights and solutions for clients.
SCENARIO PLANNING:
Sessions on scenario planning for public relations in the age of AI
Panel Moderator:
Jon White
University of Reading (UK)
How will public relations practice be changed by the increasing use of artificial intelligence to aid in strategic and short-term planning, decision-making, content creation, management of workflow and time?
CULTURE AND CRISIS COMMUNICATION:
An Overlooked Link
Panel Moderator:
Krishnamurthy Sriramesh
University of Colorado (USA)
Crisis communication does not happen in a vacuum and that the political system in which it takes place, as well as the economic system, media system, culture (societal and organizational), and activism all play a key role. That dynamic is currently missing in the body of knowledge.
BOOK DISCUSSION:
A panel on the forthcoming book Artificial Intelligence and Strategic Communication
Panel Moderator:
Yang (Alice)Cheng
NC State University
Dejan Verčič
University of Ljubljana and Herman & Partnerji
DIGITAL TRANSFORMATION:
A panel on the digitalization of internal communication within organizations
Panel Moderator:
Ana Tkalac Verčič
University of Zagreb
Dejan Verčič
University of Ljubljana and Herman & Partnerji
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