The 32nd International Public Relations Research Symposium

June 27 - June 28, 2025 | Rikli Balance Hotel

Call for Abstracts

BledCom 2025

Artificial Intelligence (AI) and Public Relations: Boon or Curse?

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The main theme is Artificial Intelligence (AI) and Public Relations: Boon or Curse? Boon or curse, the AI genie is out of the proverbial box and so we have to learn to live with it – and the uncertainties that surround it – and strive to figure out ways of using it productively, prosocially and ethically. We invite scholars, practitoners, and educators to share their experiences with AI and how they have coped with the rapidly evolving technology.

2,600

Attendees so far

62

Countries so far

53

Publications so far

32

Years so far

Meet BledCom

BledCom is an annual international symposium on public relations and communication management held in Bled, Slovenia, since 1994. It brings together scholars, practitioners, and students worldwide to discuss key themes in communication, bridging theory and practice. Known for its scenic setting by Lake Bled, BledCom fosters global networking, collaboration, and knowledge sharing. It often publishes presented research, contributing to advancements in communication management.

Program highlights

Program

PDF Program

KEYNOTE SPEECH

The keynote speaker for this 32nd International Public Relations Research Symposium will be Marko Grobelnik, a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence (IRCAI).

Grobelnik collaborates extensively with major European academic institutions and leading industry players, including Bloomberg, British Telecom, the European Commission, Microsoft Research, the New York Times, and OECD.

As a co-author of several books and co-founder of multiple startups, Grobelnik has contributed to over 100 EU-funded AI research projects. His keynote speech, titled “The Future of Artificial Intelligence and Its Potential Impact on Public Relations,” will explore key predictions for the future, highlighting shifts that may come sooner than anticipated.

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SCENARIO PLANNING:

Sessions on scenario planning for public relations in the age of AI

Panel Moderator:

Jon White

University of Reading (UK)

How will public relations practice be changed by the increasing use of artificial intelligence to aid in strategic and short-term planning, decision-making, content creation, management of workflow and time?

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CULTURE AND CRISIS COMMUNICATION:

An Overlooked Link

Panel Moderator:

Krishnamurthy Sriramesh

University of Colorado (USA)

Crisis communication does not happen in a vacuum and that the political system in which it takes place, as well as the economic system, media system, culture (societal and organizational), and activism all play a key role. That dynamic is currently missing in the body of knowledge.

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BOOK DISCUSSION:

A panel on the forthcoming book Artificial Intelligence and Strategic Communication

Panel Moderator:

Yang (Alice)Cheng, NC State University & Dejan Verčič, University of Ljubljana and Herman & Partnerji

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DIGITAL TRANSFORMATION:

A panel on the digitalization of internal communication within organizations

Panel Moderator:

Ana Tkalac Verčič, University of Zagreb & Dejan Verčič, University of Ljubljana and Herman & Partnerji

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Latest news

At the Intersection between Academia and Practice in Public Relations and Strategic Communication

By Maja Jančič • February 19, 2025

The EUPRERA XXVI Annual Congress will take place on September 24-27, 2025 , in Lund, Sweden . The congress is organized by Lund University’s Department of Communication and welcomes research At the Intersection between Academia and Practice in Public Relations and Strategic Communication. MARCH 31 is the SUBMISSION DEADLINE for short-length papers, full-length research papers, and panel proposals. Submit here: EUPRERA 2025 Congress - ConfTool Pro - Login

Leadership and communication in the era of GenAI

By Maja Jančič • December 17, 2024

IPRA webinar Leadership and communication in the era of GenAI will be presented by Imad Lahad, managing director APCO Dubai and Prof. Dr. Dejan Verčič, University of Ljubljana, Slovenia on Thursday 16 January 2025 at 12.00 GMT/UCT This webinar will explore how generative AI (GenAI) is transforming the landscape of leadership and communication. As organizations navigate this new era, leaders are faced with the challenge of integrating AI into their communication strategies in ways that enhance engagement, efficiency, and trust. This webcast will discuss also how leaders can effectively leverage GenAI to meet these demands, address ethical considerations, and align their strategies with evolving expectations of transparency, authenticity, and inclusivity. How to join There is no pre-registration. Simply click on this Teams link on the day. And please mute your microphone and turn off your video when joining. https://teams.live.com/dl/launcher/launcher.html?url=%2F_%23%2Fmeet%2F931926971837%3Fp%3DYIzjjqZmBENkz7ILaj%26anon%3Dtrue&type=meet&deeplinkId=088f2615-c105-4ef5-8e43-3404cecc8e27&directDl=true&msLaunch=true&enableMobilePage=true&suppressPrompt=true Meeting ID:931 926 971 837 Passcode:7jF35H Background to IPRA IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations' annual global competition, the Golden World Awards for Excellence (GWA). IPRA's services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship. For more see www.ipra.org

Important dates for BledCom 2025

By Maja Jančič • November 8, 2024

The 32nd edition of International Public Relations Research Symposium (BledCom) will be held IN-PERSON on June 27 & June 28, 2025 in Rikli Balance Hotel, Lake Bled - Slovenia. Important dates for BledCom 2025: • Abstracts Submission Deadline: February 3, 2025 • Notification of Acceptance: March 3, 2025 • Preliminary Program: April 15, 2025 • Early Bird Registration Deadline: May 9, 2025 • Conference Registration Deadline for Speakers: May 31, 2025 • Conference Registration Deadline for Attendees: June 20, 2025 • BledCom 2025 Conference: June 27 & June 28, 2025 • Full papers for Conference Proceedings: September 15, 2025

Keynote Speech: The Future Impact of AI on Public Relations

By Maja Jančič • November 8, 2024

The keynote speaker for this 32nd International Public Relations Research Symposium will be Marko Grobelnik, a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence.