For the 24th time, public relations specialists from across the country gathered in Rzeszów. The event, which took place on September 19th and 20th, addressed topics such as artificial intelligence, the influence of influencers on reputation building, and crisis management. Experts shared their knowledge and experience, presenting the latest research and practical examples. A total of 239 people participated in the Congress and the accompanying scientific conference, "Digital Horizons."

During the two-day conference, 43 practitioners discussed how AI is changing the way we communicate with audiences. On the one hand, this tool offers incredible opportunities, but on the other, it presents new challenges.

"Thanks to artificial intelligence, we can more precisely analyze data, personalize messages, and automate routine tasks. This, in turn, allows us to focus more deeply on the strategic aspects of our work. However, while AI offers many possibilities, it also raises questions about data privacy, the ethical use of technology, and the risks associated with disinformation. It is crucial to strike a balance between innovation and responsibility," said Prof. Dr. Hab. Dariusz Tworzydło, the creator and organizer of the Congress.

Experts also highlighted the risks of misusing AI in communication, providing examples where AI led to image crises and an increase in online hate. Discussions addressed the existence of tools that manipulate audiences' emotions, which can be used to deliberately target companies, personal brands, or public figures.

Two days of substantive knowledge

On the first day of the event, two debates took place. In the first, organized by SARP, experts discussed how AI impacts the media. Maciej Gajek, deputy editor-in-chief of "Forbes Poland," emphasized that readers don’t want to just learn about the technology itself—they expect journalists to show how AI affects their lives.

The second day of the Congress was divided into a plenary session and a scientific session, during which 31 researchers from 15 Polish and international academic institutions held a debate on innovative solutions in the field of public relations.

The 24th Public Relations Professionals Congress in Rzeszów was an excellent opportunity for exchanging knowledge and experiences among industry experts. Participants had the chance to familiarize themselves with the latest trends and challenges faced by today’s PR professionals. The event also provided a platform for discussing the obstacles the industry faces and for establishing valuable contacts.

About the Public Relations Congress

The Public Relations Professionals Congress is a national event that has brought together the PR and communication community for over two decades. Organized by Newsline Sp. z o.o., the Congress has been a meeting place for public relations professionals from Poland since 2001. The event is an opportunity to discuss research, analyses, and to present various communication tools and solutions.

This year marked the 24th meeting of public relations specialists, under the patronage of Rzeszów – the Capital of Innovation, Orange Polska, Velo Bank, Media Board, IT Cluster, Institute for the Development of the Information Society, Ideo Force, Górnośląska Academy, PWN, AWMIG, and Exacto.

Key partners include the Polish Public Relations Association, Public Relations Agencies Association, and the University of Warsaw (Faculty of Journalism, Information, and Bibliology).

Technology partners: Media Visage, Aware, Ideo
Logistics partner: Ford
Media partner: Newseria

Media patrons: BRIEF, publicrelations.pl, Dziennik Warto Wiedzieć, OOH Magazine, Marketing przy Kawie, QBusiness.pl, Security Magazine, PIAP, Regional Chamber of Commerce in Katowice, Business HUB, Monitor Rynkowy, Poradnik Przedsiębiorcy, 5 ways, Signs.pl, Wirtualne Media, Gifts Journal, Joomp.pl, Europerspektywy.eu, Marketing i Rynek, Mediarun.com.