During this year's Congress, panel discussions and presentations will effectively explore ways to tackle the challenges posed by the AI era, changing communication trends, and new technologies. Topics will include the use of modern solutions in public relations and crisis prevention in the context of changes related to artificial intelligence.

"The rapid development of AI, particularly large language models, has a tremendous impact on the shape and future of the PR industry. It presents both a threat and an opportunity for anyone involved in building relationships and communicating," says Dr. hab. Dariusz Tworzydło, Professor at the University of Warsaw, and the originator and organizer of the Congress. "On one hand, artificial intelligence can accelerate and streamline many processes in communication work, enabling faster data analysis, message personalization, and task automation. On the other hand, issues such as message oversupply, information noise, and fake news arise, which can become sources of reputational crises. This is why we decided to focus on these topics during this year's PR Congress," he adds.

PR Practitioners Facing New Challenges

The main theme of this year's PR Congress – "Artificial Intelligence, Crisis, and Technologies. Challenges in Public Relations" – was frequently highlighted in a survey by participants of last year's event. This indicates that public relations experts are paying close attention to the development of new technologies. Awareness of their growing role, especially in the context of crisis communication, drives the search for strategies and tools to effectively respond to the changing needs of audiences in the field of public relations.

"The Congress is an event that not only emphasizes practical aspects but also has a strong scientific foundation. Evaluation during the PR Congress has become a tradition. This is why, when seeking the most current topics, we always ask our participants. This way, the program focuses on the most important areas for the industry, and through the survey, we also involve participants in co-creating the event," says Dr. Przemysław Szuba, a research and analysis expert at Exacto, a partner of the PR Congress.

The Most Important Event in the Industry for Years

For 24 years, the PR Congress has continuously been a source of knowledge and inspiration on the most current communication challenges and issues. This year, on September 19 and 20, PR experts will once again gather in Rzeszów to share knowledge and experience. It will be a unique opportunity to acquire new skills and build valuable relationships with professionals from across the industry. The event provides an inspiring environment where ideas and solutions to contemporary communication challenges develop. We invite you to join us: www.kongrespr.pl.

Media Contact:

Dr. hab. Dariusz Tworzydło, Professor
University of Warsaw
Tel. 602 44 55 96
Email: dariusz@tworzydlo.pl