On October 18th, Belgrade will host the most prestigious global PR gala ceremony – the IPRA Golden World Award (IPRA GWA), also known as the World PR Oscar!
On the same day, local, regional, and global experts in communications and public relations will gather at the PR Summit with the theme: Trust is a PRiority!
How do we combat misinformation, fake news, and growing distrust? How will the rapid development of artificial intelligence (AI) impact the increasing generational gap and the role of media and communication experts in shaping public trust in media, institutions, leaders, organizations, companies, and brands?
Prof. Dr. Dejan Verčič, keynote speaker at the PR Summit, assures us:
“When we talk about misinformation and the concept of post-truth, we only increase confusion. Misinformation is simply propaganda, and post-truth is just a modern term for lies. It’s that simple. We shouldn’t accept old lies just because they are repackaged. Likewise, AI is not truly intelligent – people are. AI is just a tool, like a broom.”
Public relations, ethical, and reliable communication are becoming increasingly important in a world where the only certainty is uncertainty about the future. The responsibility of PR professionals is growing as expectations from them rise. The global PR market was worth around USD 20 billion in 2023 (source: www.statista.com). In Serbia, the total revenue of communication and public relations agencies in 2023 increased by 12.56%, net profit rose by 30.19%, and the number of employees grew by 10.88% compared to 2022 (source: https://marketingmreza.rs/nastavlja-seprestrojavanje-agencija-za-odnose-s-javnoscu/).
The International Public Relations Association (IPRA) has been bringing together professionals from around the world for 70 years. As the most prestigious association, it has had consultative status with the UN for four decades. With this year’s election of Nataša Pavlović Bujas, a communication expert and strategic advisor from Serbia, as the global president of IPRA, Belgrade and Serbia have, for the first time, been highly positioned on the global map of experts and have the honor of hosting the PR Oscars. The event, along with the PR Summit, will take place on October 18th at the Metropol Hotel in Belgrade, bringing together about 200 experts from over 20 countries.
Information about the program and registration fees can be found at: https://www.prsummit.rs/, and the PR Summit can also be followed online.
