As Microsoft’s Head of Communications for the Adriatic & Balkans region, Ukraine, and Kazakhstan, Irena Merkaš is one of the prominent speakers at the upcoming 23rd International PRO PR Conference, taking place from March 26 to 28, 2026, in Podgorica. Ahead of her keynote, we bring you a conversation about what it means to be a leader in the age of artificial intelligence, the communication trends shaping a global tech giant, and why the combination of human creativity and AI tools will define the future of PR.
You are recognized as a leader in the communications industry. From your perspective, how does one become a leader in PR, beyond dedication to work?
In communications, titles don’t define leadership – mindset does. In a world where information is at our fingertips, staying relevant is harder than ever. The key? Keep learning, unlearning, and relearning.
It’s like being a chef: even if you already know how to cook, you still explore new tools to make your dishes better. When social media transformed PR, those who experimented with platforms like Twitter (X), LinkedIn, and Instagram early became the ones shaping conversations.
Now the same shift is happening with AI. Communicators who use tools like Copilot to spark ideas, improve decision-making, or simplify workflows are already ahead. Real leadership is not about being the loudest voice; it’s about staying curious, embracing change, and helping others grow with you.
Microsoft is a global leader. What are the current communication trends within Microsoft?
In Global Comms, we’re matching the pace of innovation with an AI-first mindset, using tools like Copilot and Meltwater to make communication faster, smarter, and more insightful.
We’re also investing more in owned storytelling through our platform Microsoft Source, which gives space to authentic voices and local impact stories. Internally, tools like Viva Amplify help us personalize communication at scale.
We’ve refreshed our PR agency model to strengthen collaboration even further. Komunikacijski laboratorij, the agency supporting our communications in the region, is also leveraging the best of Microsoft technology and AI, embracing a frontier mindset in how they tailor messages, drive ideation, and report results.
Together with my comms colleague Sylvie, we built an AI agent we call Matchmaker. It scans what target media outlets are covering and matches that with the themes we want to elevate. From there, it drafts tailored pitches and short, personalized briefs making outreach faster, more relevant, and easier to adapt. It’s a small experiment, but it shows how AI can make communication both smarter and more human at the same time.
How can Microsoft support professionals working in PR?
By helping them use AI to work smarter and more creatively. We offer free LinkedIn and Microsoft Learning courses, Copilot prompt libraries, and GitHub resources that show how AI can be part of everyday communication work. For example LinkedIn course “AI Practitioner Skills for Communication Teams” teaches practical skills – from writing better prompts to using AI for storytelling and media outreach.
The goal is simple: empower communicators with AI tools that free time for strategic storytelling, driving impact and business outcomes that matter
What does the culture of internal communications at Microsoft represent?
Internal communications at Microsoft aim to keep employees informed and engaged in a fast-changing world of technology, social issues, and global events. The focus is on context; what is happening, why it matters, and what the potential impact could be.
What I value most are practical formats like “Ask Me Anything” sessions with senior leaders like Takeshi Numoto or Frank X. Shaw, dedicated learning days, and feedback channels that make communication two-way.
Collaboration across different markets is a daily reminder that listening is just as important as sharing. The company culture is built on clarity and open dialogue, with a focus on continuous improvement to ensure information reaches people in ways they can understand and act on.
What topic will you speak about at the upcoming PRO PR conference, and what message will you share?
I’ll be speaking about Communicating in the Age of AI. My message is that AI is enhancing communicators work. The core skills of storytelling, strategy, and empathy remain just as important as ever. What changes is how we use AI to amplify those skills. Communicators who combine human creativity with AI capabilities will shape the next chapter of our industry.
How big of a challenge is fake news globally, and can it be managed?
Fake news is a global challenge with serious business and societal implications – from influencing elections to damaging trust and harm reputations. Algorithms, rapid content sharing, and AI-generated deepfakes make truth harder to verify. While it can’t be eliminated, its impact can be managed.
At Microsoft, we believe this isn’t just a tech issue, and it requires collaboration across education, technology, policy, and civil society.
For communicators, the role is clear: champion media literacy, verify sources, use AI-driven detection tools responsibly, and promote transparency in every message. Together, these actions help build trust and resilience against misinformation
