PROGRAM COMMITTEE

Dejan Verčič, University of Ljubljana and Herman & Partners (Slovenia)

Krishnamurthy Sriramesh, University of Colorado (USA)

Ana Tkalac Verčič, University of Zagreb (Croatia)

WELCOME ADDRESS:

Iztok Prezelj, Professor and Dean of the University of Ljubljana Faculty of Social Sciences (Slovenia)

IPRA ADDRESS

Nataša Pavlović Bujas, President 2024 – 2025 of the International Public Relations Association (IPRA)  

CIPR ADDRESS

Alastair MacCapra, Chief Executive of the Chartered Institute of Public Relations (CIPR)

PRSS ADDRESS

The newly elected president of the Public Relations Society of Slovenia (PRSS)

KEYNOTE SPEAKER

The Future Impact of AI on Public Relations

Marko Grobelnik, Jožef Stefan Institute (Slovenia)

RESPONDENT

Lahad, Imad, Global Chair of AI & Intelligence at APCO (U.A.E.)

DEBATE

PARTNER: ZAVAROVALNICA TRIGLAV

AI a boon or a curse? The question lies with us

Galloway, Chris, Massey University (USA)

Vujnovic, Marina, Monmouth University (USA)

Swiatek,  Lukasz (Luk),  University of New South Wales  (USA)

Kruckeberg,  Dean, UNC Charlotte  (USA)

Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI

Dong, Chuqing, Michigan State University (USA)

van den Berg, Morgan, Michigan State University (USA)

Perceptions, concerns and best practices: Communication practitioners’ views on AI in the South African communication landscape

Kloppers, Elbé,  North-West University (South Africa)

Bezuidenhout, Louise,  North-West University (South Africa)

Br(AI)ve New World: Challenges, recommendations, and projections by Portuguese strategic communication professionals on AI use

Baptista, Raphaël, Universidade de Lisboa, Institute of Social and Political Sciences (Portugal)

Belim, Célia, Universidade de Lisboa, Institute of Social and Political Sciences (Portugal)

Cunha, Maria João, Universidade de Lisboa, Institute of Social and Political Sciences (Portugal)

DEBATE

The Role of AI-Generated Greenfluencers in Sustainability Messaging: Authentic Advocacy or Algorithmic Greenwashing?

Geysi, Nilüfer, Bahçeşehir University (Turkey)

The Influence of AI: The Third-Person Effect in the Censorship of Deepfakes

Laskin, Alexander V., Quinnipiac University (USA)

D’Agostino, Giulia, Università della Svizzera italiana (Switzerland)

Is blockchain the solution to AI deepfakes in PR? A provisional outlook

Fabbri, Valerio, FabbriKo (Slovenia)

Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications

Wong, Janice, Centre for Professional Communication, Singapore Institute of Technology(Singapore)

DEBATE

Intersectional Gender Representation in Corporate Social Media and AI-Imagery: From Progress to Perils?

Dhanesh, Ganga S, University of Maryland (USA)

Saad, Mahinaz, Independent Public Relations Practitioner (USA)

Gender, Leadership, and Legacy: Empowering the Next Generation with Insights from Asian Professionals in the Public Relations and Strategic Communication Industry

Yook, Bora, Fairfield University (USA)

Kirch Schneider, Kerli, Tallinn University (Estonia)

Race, diversity, and social mobility in the public relations industry

Bridgen, Liz, Buckinghamshire New University (UK)

Zeler, Ileana, Autonomous University of Barcelona (Spain)

Marketplace Theory as a Foundation for the Responsible Use of AI in Public Relations

Fitzpatrick, Kathy R., University of South Florida (USA)

Palenchar, Michael, James University of Tennessee (USA)

DEBATE

Uniting a team of 5 million: An analysis of New Zealand’s ‘Unite Against COVID-19’ crisis communication campaign

Lingwall, Andrew, Pennsylvania Western University Clarion (USA)

Ashwell, Douglas, Massey University (New Zealand)

The Impact of Artificial Intelligence on PR: Enhancing Crisis Management, Audience Engagement and Skepticism

Hürmeriç, Pelin, Yeditepe University (Turkey)

Demirel, Ege Simge, Yeditepe University (Turkey)

AI and the Impact of Communication on Judicial Processes – The Brazilian Case

Fabio Brandt, Novo Selo Comunicacao (Brazil)

Artificial Intelligence Relations. What is it like to be an AI?

Drapal, Andrej, Consensus (Slovenia)

DEBATE

AI-powered Influence: How digital humans reshape consumer behavior. Examining the Mediating Roles of Perceived Value and Trust

Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong)

Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong)

AI-Generated Influencers in Strategic Communications: The AI Influencers Engagement Model (AIEM)

Ljepava, Nikolina, American University in the Emirates (U.A.E.)

Selakovic, Marko, S P Jain School of Global Management, Dubai (U.A.E.)

Deploying Artificial Intelligence and Dynamic Visual Artefacts (Avatars) in employee communication: Exploring perceptions and attitudes among corporate communicators

Batziou, Athanasia, Imperial College London (UK)

Read, Kevin, University of Greenwich (UK)

Naylor-Leyland, Victoria, Ada and Alan (UK)

Milbourn, Sophie, Thread and Bloom (UK)

From Tools to Colleagues? The Role of Communicative AI in Corporate Communication

Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) 

DEBATE

The Integration of Artificial Intelligence in Public Relations Education: Opportunities and Implications for Governance, Quality, and Ethics

Grossbard, Alain, RMIT University (Australia)

An Interview with AI on Ethical Dilemmas of PR Professionals

Akçay, Ebru, Başkent University (Turkey)

The Quest for Responsible Public Relations for Responsible AI: Public Relations Practitioner Use in the United States vs. Czechia

Germinder, Lea-Ann, University of Missouri (USA)

Dealing with the unethical use of artificial intelligence in teaching-learning in institutions of higher learning: a case study of the NWU

Kloppers, Henk, North-West University (South Africa)

van den Berg, Francois, North-West University (South Africa)

DEBATE

A

Ethical AI in Public Relations: Global Standards, Guidelines, and Research

Panel Moderator: Marko Selakovic, SP Jain School of Global Management (U.A.E.)

Panelists: 

- Anca Anton,  University of Bucharest (Romania)

- Alice Cheng, North Carolina State University (USA) 

- Nikolina Ljepava, American University in the Emirates (U.A.E.)

- Svetlana Stavreva, IPRA AI Chapter Chair 

- Ana Tkalac Verčič, University of Zagreb (Croatia)

- Dejan Verčič, University of Ljubljana (Slovenia)

- Marina Vujnović, Monmouth University (USA)

A

Scenario Planning: Sessions on scenario planning for public relations in the age of AI

Moderator: Jon White, University of Reading (UK)

Panelists: 

All participants in the session.

AI Risks: Are European Communication Professionals Ready? A Study on Individual and Organisational READINESS 

Wang, Yijing, Erasmus University Rotterdam (The Netherlands)

Ravazzani, Silvia, Università IULM (Italy)

Anton, Anca, University of Bucharest (Romania)

Artificial Intelligence in European Public Relations: Between Optimism and Underestimation

Kaclová, Markéta, Charles University (Czech Republic)

Hejlová, Denisa, Charles University (Czech Republic)

The use and perceptions of Artificial Intelligence (AI) by Public Relations professionals

Monteiro Mourão, Rita, Universidade Europeia (Portugal) 

Reis, Célia, Universidade Europeia (Portugal)

DEBATE

Integrating Public Relations Theory with AI: Tackling Challenges in the Era of Empowered Digital Publics

Lee, Hyelim, Korea University (South Korea)

Jung, Changyoung, Sejong University (South Korea)

Koo, Nayoung, Sejong University (South Korea)

Seo, Sangbeom, Sejong University (South Korea)

Yoo, Sangbong, Sejong University (South Korea)

Hong, Hyein, Sejong University (South Korea)

Jang, Yun, Sejong University (South Korea)

Kim, Jeong-Nam, University of Oklahoma (USA)

How the Diffusion of Innovation Theory & the Theory of Reasoned Behavior complement the Cultural Economic Model of Public Relations

Anderson, Bill, Elon University (USA) 

Xie, Wei, Appalachian State University (USA)

Privacy Concerns in AI-Driven Public Communication

Ertem-Eray, Tugce, North Carolina State University (USA)

Ki, Eyun-Jung, University of Alabama (USA)

Artificial Intelligence Relations. What is it like to be an AI?

Drapal, Andrej, Consensus (Slovenia)

DEBATE

Between convenience and professional myopia. Adoption of AI tools by would-be public relations specialists.

Barlik, Jacek, University of Warsaw (Poland)

Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production

Rasquinha, Mark, Auckland University of Technology (New Zealand)

Theunissen, Petra, Auckland University of Technology (New Zealand)

Harnessing AI in Public Relations: From Skepticism to Strategic Adoption

Holdsworth, Amanda D., Risepoint (USA)

DEBATE

On the public policy aspects of generative AI: Guidance from recent history and the risks from revisionist states.

Thompson, Gareth, University of the Arts London (UK)

How is Artificial Intelligence Shaping Crisis Communication? A Systematic Review of Interdisciplinary Research

Cheng, Yang (Alice), NC State University (USA)

The PR Roots of Modern Tourism – World War II Allied Soldiers in Rome 

Isaacson, Tom, Northern Michigan University

(USA)

DEBATE

A

Right to Know as an Ethical Public Policy Approach to AI and Misinformation/Disinformation Disquietude

Palenchar, Michael J., University of Tennessee (USA)

Fitzpatrick, Kathy R., University of South Florida (USA)

Warbington, Abbey, University of Tennessee (USA)

Ethical Issues of AI in Public Relations: Insights from PR Professionals in Türkiye

Engin, Elif, Bahçeşehir University (Turkey)

Akgöz, Burcu Eker, Bahçeşehir University (Turkey)

Ethics in the time of AI – A South African perspective 

Kloppers, Elbé, North-West University (South Africa) 

Fourie, Lynnette, North-West University (South Africa) 

Public Relations Professionals‘ Acceptance of Generative AI in Content Creation

Caroline Möller, Macromedia University of Applied Sciences Cologne (Germany)

Jan Niklas Kocks, HTW Berlin (Germany)

Ralf Spiller, Macromedia University of Applied Sciences Cologne (Germany)

DEBATE

B

Culture and Crisis Communication: An 

Overlooked Link

Chair and Moderator: Krishnamurthy Sriramesh, University of Colorado (USA)

Panelists:

When in India… The baby talc Saga of an MNC

Asha Kaul, Indian Institute of Management, Ahmedabad (India)

Vidhi Chaudhri, Erasmus University, Rotterdam  (The Netherlands)

Cultural Sensitivity and Consumer Backlash: Hoodies Ad Controversy 

Ruth Avidar, Yezreel Valley College (Israel)

Prioritizing Profit Over Aid?: Red Crescent and the 2023 Earthquake

Tugce Ertem-Eray, North Carolina State University (USA)

Nation Branding Campaign Angers Digital Publics  

Chiara Valentini, University of Jyvaskyla (Finland)

Alessandro Lovari, University of Cagliari (Italy)

Paolo Brescia, University of Cagliari (Italy)

A

Proposing Artificial Intelligence-Managed Corporate Social Responsibility (AIM-CSR) Communication Framework

Dhanesh, Ganga S, University of Maryland (USA)

Aligning AI and Immersive Technologies in CSR: Big Data Insights from China’s Weibo

Ji, Yingru, Zhejiang University (China)

Kim, Sora, Chinese University of Hong Kong (Hong Kong)

Zhang, Wanjiang Jacob, Chinese University of Hong Kong (Hong Kong)

Competence Meets Compassion: Understanding the Boundary Conditions of Employee Reactions to CSR

Song, Baobao, Virginia Commonwealth University (USA)

Yue, Cen April, Boston University (USA) 

Tao, Weiting, University of Miami (USA)

Ji, Yi Grace, Boston University (USA)

Compassion fatigue in humanitarian and charity PR: AI to the rescue?

Pappas, Konstantinos, University of the Arts (UK)

DEBATE

B

Generative Crisis Misinformation? AI 

Opportunities and Contradictions in a Crisis

Panel Moderator: Brian G. Smith, University of Mississippi (USA)

Panelists: 

- Piotr Wojtas, NATO (Belgium)

- Andrea Hickerson, University of Mississippi (USA)

- Dave Ferris, Cohere AI (USA)

- Staci B. Smith, University of Mississippi (USA)

- Patrick Merle, Florida State University (USA)

A

ROUND TABLE on How Digitalization of Internal Communication Affects Broader Organizational and Personal Outcomes

Adaptive internal communication: Building resilient organizations and fostering satisfaction with life

Tkalac Verčič, Ana,  University of Zagreb (Croatia)

Verčič, Dejan, University of Ljubljana (Slovenia)

The Power of Listening: Examining the Impact of Organizational Employee Listening Competency on Engagement, Well-Being, and Mental Readiness

Kang, Minjeong, Indiana University (USA) 

Organizational climate for appreciation: Scale development 

and validation

Wahl, Ingrid, University of Vienna (Austria)

Huber, Jeannine, University of Vienna (Austria)

Einwiller, Sabine, University of Vienna (Austria) 

Preparing internal communication practitioners for the changing AI corporate environment in South Africa

Degenaar, Anette, North-West University (South Africa)

Sutton, Lucinda B, North-West University (South Africa)

Trust, authenticity and artificial intelligence. AI-created content and its consequences for building symmetrical relationships with audience members

Chmiel, Michal, Royal Holloway, University of London (UK)

It’s all about the content: Exploring insights from AI content creators and consumers on trust, ethics, and regulation in the era of AI-generated content

Avidar, Ruth, Yezreel Valley College (Israel) 

Mashiah, Itzhak, University of Mississippi (USA)

All AI disclosures are not created equal: Examining the effect of disclosure labels on trust

Merle, Patrick F., Florida State University (USA)

Krueger, Mitch, Florida State University (USA)

Croft, Alyssa, Florida State University (USA)

DEBATE

AI in Public Relations: Exploring Professional Attitudes, Adoption Intentions, and Internal Communication

Yang, Sung-Un, Boston University (USA)

Yue, Cen April, Boston University (USA)

Krishna, Arunima, Boston University (USA)

Wright, Donald K., Boston University (USA)

AI in Strategic Communication: A Cross-Sector Analysis of Public Relations and Advertising 

Bilsel, Hande, Bahçeşehir Üniversitesi (Turkey)

Şimşek, Selcan, Bahçeşehir Üniversitesi (Turkey)

We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence 

Hung, Olivia, McMaster University (Canada)

DEBATE

SCENARIO PLANNING

Sessions on scenario planning for public relations in the age of AI

Panel Moderator: Jon White, University of Reading (UK)

Panelists: All participants in the session.

CLOSING SESSION

Dejan Verčič, University of Ljubljana and Herman & partnerji (Slovenia)

Ana Tkalac Verčič, University of Zagreb (Croatia)

Krishnamurthy Sriramesh, University of Colorado (USA)