On October 18th, Belgrade will host the most significant annual global presentation in the field of public relations—the prestigious IPRA Golden World Awards (IPRA GWA), also known as the “World PR Oscars.” At the same time, Belgrade will welcome regional and global communication and public relations experts at the PR Summit, themed: “Trust is a PRiority!”
Topics to be discussed include: How to combat disinformation, fake news, and growing distrust? How will the rapid development of artificial intelligence (AI) impact the widening generational gap, the role of media and communication professionals, and public trust in media, institutions, leaders, companies, and brands?
Prof. Dr. Dejan Verčič, one of the key speakers at the PR Summit, addressed the challenges of disinformation and post-truth, emphasizing: “When we talk about disinformation and the concept of post-truth, we only increase confusion. Disinformation is simply propaganda, and post-truth is just a modern term for lies. It’s that simple. We should not accept old lies just because they’ve been repackaged. Similarly, AI is not truly intelligent—people are. AI is just a tool, like a broom. If used correctly, it can be useful, but it must be used responsibly.”
Public relations, ethical and reliable communication are becoming increasingly important in a world where an uncertain future is the only guarantee. The responsibility of PR professionals is growing, as are the expectations placed on them, and the global PR market in 2023 was valued at around 20 billion USD (source: www.statista.com). According to 2023 data, 50% of respondents from 28 countries worldwide stated that they trust the media as a source of reliable information.
The highest media trust was in China, while the United Kingdom ranked the lowest, with only 31% of respondents saying they trust the media. Countries where most adults trust the media, from over 40 countries, revealed that trust levels vary significantly across the globe. Scandinavians had more trust in the media than people from other parts of the world, with 69% of Finns trusting the news, as well as 57% of Danes and 55% of Norwegians. As many as 57% of journalists believe that the public has lost trust in the media. Ultimately, the main reason why journalists block PR communications worldwide, as reported by 74% of them, is that PR professionals send them unsolicited offers. Other triggers included receiving inaccurate information, lack of transparency, and failure to meet deadlines.
It’s no wonder Americans say that PR is not only a science but also an art. It’s an activity that, besides knowledge, requires talent, intuition, personal culture—all things that cannot be input into some imaginary public relations computer.
In Serbia, the total business revenue of communication and public relations agencies in 2023 increased by 12.56%, net profit by 30.19%, and the number of employees grew by 10.88% compared to 2022 (source: https://marketingmreza.rs/nastavlja-se-prestrojavanje-agencija-za-odnose-s-javnoscu/).
This year’s Gala ceremony for the global “PR Oscars,” as well as the accompanying PR Summit event, will gather around 200 experts from over 20 countries at the Metropol Palace Hotel in Belgrade on October 18th, starting at 12 PM. The topics include: Will AI deepen the generational gap in the PR profession? Are strategic approaches and integrated communications making a comeback? How has the accelerated development and easier access to social media over the past decade harmed the true purpose of the PR profession? Why is it difficult or impossible for young people to unite as communication professionals? How will we maintain the prestige and value of the profession in the AI era, when communication is no longer the exclusive domain of PR professionals?
In an era of growing public distrust, fear of AI’s rapid development, and the uncertainty it brings – are we ready for a new redistribution of responsibilities? Do we share the same problems, or will everyone focus on their own? Do we truly understand the “public interest” and our role in shaping public opinion? Must we redefine our collaborations for the benefit of the public and the advancement of the profession?
Do the media and PR professionals have the power attributed to them – or even more?
What’s new in the new age? PR 2024: Naturally intelligent and artificially stupid public relations.
For more information on the program, visit the official website www.prsummit.rs.
