BledCom 2025 Program

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Please note that the Program is subject to change!


Early Registrations will be available at the BledCom registration desk in the foyer of the Rikli Balance Hotel on Thursday, June 26,  from 18.00 to 19.00.


Thursday's dinner for the participants who registered and payed for it in advance, will be from 19.30 - 22.00  (departure at 19.00).

IMPORTANT: From the parking lot to the entrance of the Restaurant there is an approximate 100 meters of paved steep paths. Please wear sensible shoes.

Day 1

Program may be subject to change: check the website for regular updates. All times are in Central European Summer Time (CEST).
Friday

27.06.2025

Time

8.20 - 17.30

8.20 - 9.20

REGISTRATION

    9.20 - 10.00

    • OPENING SESSION

      PROGRAM COMMITTEE

      Dejan Verčič, University of Ljubljana and Herman & Partners (Slovenia)

      Krishnamurthy Sriramesh, University of Colorado (USA)

      Ana Tkalac Verčič, University of Zagreb (Croatia)


      WELCOME ADDRESS:

      Iztok Prezelj, Professor and Dean of the University of Ljubljana Faculty of Social Sciences (Slovenia)

         

      IPRA ADDRESS

      Nataša Pavlović Bujas, President 2024 – 2025 of the International Public Relations Association (IPRA)  

         

      CIPR ADDRESS

      Alastair MacCapra, Chief Executive of the Chartered Institute of Public Relations (CIPR)


      PRSS ADDRESS

      The newly elected president of the Public Relations Society of Slovenia (PRSS)

      10.00 - 10.45

      • KEYNOTE SPEAKER

        The Future Impact of AI on Public Relations


        Marko Grobelnik, Jožef Stefan Institute (Slovenia)

        10.45 - 11.00

        COFFE BREAK

          11.00 - 12.00

          • PARALLEL PAPER SESSION 1A

            AI a boon or a curse? The question lies with us

            Galloway, Chris, Massey University (USA)

            Vujnovic, Marina, Monmouth University (USA)

            Swiatek,  Lukasz (Luk),  University of New South Wales  (USA)

            Kruckeberg,  Dean, UNC Charlotte  (USA)


            Unpacking the Vulnerabilities of PR Professionals in the Age of Generative AI

            Dong, Chuqing, Michigan State University (USA)

            van den Berg, Morgan, Michigan State University (USA)


            Perceptions, concerns and best practices: Communication practitioners’ views on AI in the South African communication landscape

            Kloppers, Elbé,  North-West University (South Africa)

            Bezuidenhout, Louise,  North-West University (South Africa)


            Br(AI)ve New World: Challenges, recommendations, and projections by Portuguese strategic communication professionals on AI use

            Baptista, Raphaël, Universidade de Lisboa, Institute of Social and Political Sciences (Portugal)

            Belim, Célia, Universidade de Lisboa, Institute of Social and Political Sciences (Portugal)

            Cunha, Maria João, Universidade de Lisboa, Institute of Social and Political Sciences (Portugal)


            DEBATE

          • PARALLEL PAPER SESSION 1B

            The Role of AI-Generated Greenfluencers in Sustainability Messaging: Authentic Advocacy or Algorithmic Greenwashing?

            Geysi, Nilüfer, Bahçeşehir University (Turkey)


            The Influence of AI: The Third-Person Effect in the Censorship of Deepfakes

            Laskin, Alexander V., Quinnipiac University (USA)

            D’Agostino, Giulia, Università della Svizzera italiana (Switzerland)


            Is blockchain the solution to AI deepfakes in PR? A provisional outlook

            Fabbri, Valerio, FabbriKo (Slovenia)


            Exploring the Impact of Using Generative Artificial Intelligence on Productivity and Quality in Corporate Communications

            Wong, Janice (Singapore)


            DEBATE

          • PARALLEL PAPER SESSION 1C

            Intersectional Gender Representation in Corporate Social Media and AI-Imagery: From Progress to Perils?

            Dhanesh, Ganga S, University of Maryland (USA)

            Saad, Mahinaz, Independent Public Relations Practitioner (USA)


            Gender, Leadership, and Legacy: Empowering the Next Generation with Insights from Asian Professionals in the Public Relations and Strategic Communication Industry

            Yook, Bora, Fairfield University (USA)

            Kirch Schneider, Kerli, Tallinn University (Estonia)


            Race, diversity, and social mobility in the public relations industry

            Bridgen, Liz, Buckinghamshire New University (UK)

            Zeler, Ileana, Autonomous University of Barcelona (Spain)


            Marketplace Theory as a Foundation for the Responsible Use of AI in Public Relations

            Fitzpatrick, Kathy R., University of South Florida (USA)

            Palenchar, Michael, James University of Tennessee (USA)


            DEBATE

            12.00 - 13.00

            • PARALLEL PAPER SESSION 2A

              Lost in Translation? AI Disruption in Language Services as a Mirror for Public Relations Industry Transformation 

              Doswell, Steve, Gemini Communicating for Business Ltd (UK) 


              Humanising AI in trade journals: A content analysis of communicatively constructed agency and its implications for public relations

              Weller, Teresa, Friedrich-Schiller-Universität Jena (Germany)

              Lock, Irina, Friedrich-Schiller-Universität Jena (Germany)


              The Immediate Experiment. Mobile Devices’ Diffusions and Adoptions--and the Lives of Public Relations Professionals 

              Downes, Edward J., Boston University (USA)

              Di, Yuejiao, Boston University (USA)  


              AI-Generated Public Relations Content: Between Efficiency and the Risk of Homogenization 

              Deren Van Het Hof, Secil, Akdeniz University (Turkey)

              Gudekli, Aysad, Akdeniz University (Turkey)


              DEBATE

            • PARALLEL PAPER SESSION 2B

              Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study 

              Lovari, Alessandro, University of Cagliari (Italy)

              Marinelli, Alberto, Sapienza University (Italy)

              Comunello, Francesca, Sapienza University  (Italy)

              Brescia, Paolo, University of Cagliari (Italy) 


              Artificial Intelligence and Art Marketing in Brand Communication: The Example of Refik Anadol 

              Gözde Tayfur, Nur, İstanbul Yeni Yüzyıl University Turkey (Turkey)  


              Developing a Digital Communication Management Framework for South African Sport Organizations 

              Degenaar, Koos, North-West University (South Africa)

              Holtzhausen, Lida, North-West University (South Africa)  


              The PR Dividend

              Vrsnik, Victor, 7-Eleven Canada (Canada)


              DEBATE

            • PARALLEL PAPER SESSION 2C

              Artificial intelligence and student fear, resistance and creativity in the classroom. The public relations teaching perspective

              Bridgen, Liz, Buckinghamshire New University (UK)  

              Williams, Sarah, Buckinghamshire New University (UK)


              A South African Perspective on the Integration of AI in Corporate Communication Curriculum: Bridging the Gap between Academic Training and Professional Practice.

              Bezuidenhout, Louise.  North-West University (South Africa)

              Fourie, Lynnette, North-West University (South Africa)


              From Classroom to Workplace Reality: AI Literacy Gaps in Communications

              Richter, Martin, Charles University (Czech Republic)

              Kaclová, Markéta, Charles University (Czech Republic)

              Hejlová, Denisa, Charles University (Czech Republic)


              Employing artificial intelligence to streamline communication process 

              Jeleč, Ivana, Faculty of Humanities and Social Sciences (Croatia)

              Šarić, Jelena, VERN' University (Croatia)

              Ratkić, Hrvoje, VERN' University (Croatia)


              DEBATE

              13.00 - 14.30

              LUNCH

                14.30 - 15.30

                • PARALLEL PAPER SESSION 3A

                  Uniting a team of 5 million: An analysis of New Zealand’s ‘Unite Against COVID-19’ crisis communication campaign

                  Lingwall, Andrew, Pennsylvania Western University Clarion (USA)

                  Ashwell, Douglas, Massey University (New Zealand)


                  How is Artificial Intelligence Shaping Crisis Communication? A Systematic Review of Interdisciplinary Research

                  Cheng, Yang (Alice), NC State University (USA)


                  The Impact of Artificial Intelligence on PR: Enhancing Crisis Management, Audience Engagement and Skepticism

                  Hürmeriç, Pelin, Yeditepe University (Turkey)

                  Demirel, Ege Simge, Yeditepe University (Turkey)


                  Generative AI for Crisis Communication

                  Pyle, Andrew, Clemson University (USA)


                  DEBATE

                • PARALLEL PAPER SESSION 3B

                  AI-powered Influence: How digital humans reshape consumer behavior. Examining the Mediating Roles of Perceived Value and Trust

                  Wu, Shih Chia, The Chinese University of Hong Kong (Hong Kong)

                  Zheng, Nanxiao, The Chinese University of Hong Kong (Hong Kong)


                  AI-Generated Influencers in Strategic Communications: The AI Influencers Engagement Model (AIEM)

                  Ljepava, Nikolina, American University in the Emirates (U.A.E.)

                  Selakovic, Marko, S P Jain School of Global Management, Dubai (U.A.E.)


                  Deploying Artificial Intelligence and Dynamic Visual Artefacts (Avatars) in employee communication: Exploring perceptions and attitudes among corporate communicators

                  Batzoui, Athanasia, Imperial College London (UK)

                  Read, Kevin, University of Greenwich (UK)

                  Naylor-Leyland, Victoria, Ada and Alan (UK)

                  Milbourn, Sophie, Thread and Bloom (UK)


                  From Tools to Colleagues? The Role of Communicative AI in Corporate Communication

                  Eisner, Julia, University of Applied Science GmbH - Campus Wieselburg & Wiener Neustadt (Austria) 


                  DEBATE

                • PARALLEL PAPER SESSION 3C

                  The Integration of Artificial Intelligence in Public Relations Education: Opportunities and Implications for Governance, Quality, and Ethics

                  Grossbard, Alain, RMIT University (Australia)


                  An Interview with AI on Ethical Dilemmas of PR Professionals

                  Akçay, Ebru, Başkent University (Turkey)


                  The Quest for Responsible Public Relations for Responsible AI: Public Relations Practitioner Use in the United States vs. Czechia

                  Germinder, Lea-Ann, University of Missouri (USA)


                  Dealing with the unethical use of artificial intelligence in teaching-learning in institutions of higher learning: a case study of the NWU

                  Kloppers, Henk, North-West University (South Africa)

                  van den Berg, Francois, North-West University (South Africa)


                  DEBATE

                  15.30 - 16.30

                  • PANEL SESSION 1

                    A


                    Ethical AI in Public Relations: Global Standards, Guidelines, and Research

                    Panel Moderator: Marko Selakovic, SP Jain School of Global Management (U.A.E.)


                    Panelists: 

                    - Anca Anton,  University of Bucharest (Romania)

                    - Alice Cheng, North Carolina State University (USA) 

                    - Nikolina Ljepava, American University in the Emirates (U.A.E.)

                    - Svetlana Stavreva, IPRA AI Chapter Chair 

                    - Ana Tkalac Verčič, University of Zagreb (Croatia)

                    - Dejan Verčič, University of Ljubljana (Slovenia)

                    - Marina Vujnović, Monmouth University (USA)

                      16.30 - 17.30

                      • PANEL SESSION 2

                        A


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

                        Moderator: Jon White, University of Reading (UK)


                        Panelists: 

                        All participants in the session.

                          19.30 - 22.00 (departure at 19.00)

                          DINNER

                            Day 2

                            Program may be subject to change: check the website for regular updates. All times are in Central European Summer Time (CEST).
                            Saturday

                            28.06.2025

                            Time 
                            9.00 - 17.00

                            9.00 - 10.00

                            • PARALLEL PAPER SESSION 4A

                              AI Risks: Are European Communication Professionals Ready? A Study on Individual and Organisational READINESS 

                              Wang, Yijing, Erasmus University Rotterdam (The Netherlands)

                              Ravazzani, Silvia, Università IULM (Italy)

                              Anton, Anca, University of Bucharest (Romania)


                              Artificial Intelligence in European Public Relations: Between Optimism and Underestimation

                              Kaclová, Markéta, Charles University (Czech Republic)

                              Hejlová, Denisa, Charles University (Czech Republic)


                              The use and perceptions of Artificial Intelligence (AI) by Public Relations professionals

                              Monteiro Mourão, Rita, Universidade Europeia (Portugal) 

                              Reis, Célia, Universidade Europeia (Portugal)


                              AI’s impact on reputations and relationships - ramifications for the public relations function

                              Verinder, Ben, Chalkstream (UK)


                              DEBATE

                            • PARALLEL PAPER SESSION 4B

                              Integrating Public Relations Theory with AI: Tackling Challenges in the Era of Empowered Digital Publics

                              Lee, Hyelim, Korea University (South Korea)

                              Jung, Changyoung, Sejong University (South Korea)

                              Koo, Nayoung, Sejong University (South Korea)

                              Seo, Sangbeom, Sejong University (South Korea)

                              Yoo, Sangbong, Sejong University (South Korea)

                              Hong, Hyein, Sejong University (South Korea)

                              Jang, Yun, Sejong University (South Korea)

                              Kim, Jeong-Nam, University of Oklahoma (USA)


                              How the Diffusion of Innovation Theory & the Theory of Reasoned Behavior complement the Cultural Economic Model of Public Relations

                              Anderson, Bill, Elon University (USA) 

                              Xie, Wei, Appalachian State University (USA)


                              Privacy Concerns in AI-Driven Public Communication

                              Ertem-Eray, Tugce, North Carolina State University (USA)

                              Ki, Eyun-Jung, University of Alabama (USA)


                              Artificial Intelligence Relations. What is it like to be an AI?

                              Drapal, Andrej, Consensus (Slovenia)


                              DEBATE

                              10.00 - 10.45

                              • PARALLEL PAPER SESSION 5A

                                Between convenience and professional myopia. Adoption of AI tools by would-be public relations specialists.

                                Barlik, Jacek, University of Warsaw (Poland)


                                Generative AI in Political Public Relations: A Video Ethnographic Study of Content Production

                                Rasquinha, Mark, Auckland University of Technology (New Zealand)

                                Theunissen, Petra, Auckland University of Technology (New Zealand)


                                Harnessing AI in Public Relations: From Skepticism to Strategic Adoption

                                Holdsworth, Amanda D., Risepoint (USA)


                                DEBATE

                              • PARALLEL PAPER SESSION 5B

                                On the public policy aspects of generative AI: Guidance from recent history and the risks from revisionist states.

                                Thompson, Gareth, University of the Arts London (UK)


                                The PR Roots of Modern Tourism – World War II Allied Soldiers in Rome 

                                Isaacson, Tom, Northern Michigan University

                                (USA)


                                AI and the Impact of Communication on Judicial Processes – The Brazilian Case

                                Fabio Brandt, Novo Selo Comunicacao (Brazil)


                                DEBATE

                                10.45 - 11.00

                                COFFE BREAK

                                  11.00 - 12.00

                                  • PAPER SESSION 6

                                    A


                                    Right to Know as an Ethical Public Policy Approach to AI and Misinformation/Disinformation Disquietude

                                    Palenchar, Michael J., University of Tennessee (USA)

                                    Fitzpatrick, Kathy R., University of South Florida (USA)

                                    Warbington, Abbey, University of Tennessee (USA)


                                    Ethical Issues of AI in Public Relations: Insights from PR Professionals in Türkiye

                                    Engin, Elif, Bahçeşehir University (Turkey)

                                    Akgöz, Burcu Eker, Bahçeşehir University (Turkey)


                                    Ethics in the time of AI – A South African perspective 

                                    Kloppers, Elbé, North-West University (South Africa) 

                                    Fourie, Lynnette, North-West University (South Africa) 


                                    Public Relations Professionals‘ Acceptance of Generative AI in Content Creation

                                    Caroline Möller, Macromedia University of Applied Sciences Cologne (Germany)

                                    Jan Niklas Kocks, HTW Berlin (Germany)

                                    Ralf Spiller, Macromedia University of Applied Sciences Cologne (Germany)


                                    DEBATE

                                  • PANEL SESSION 3

                                    B


                                    Culture and Crisis Communication: An 

                                    Overlooked Link


                                    Panel Moderator: Krishnamurthy Sriramesh, University of Colorado (USA)


                                    Panelists: 

                                    - Ruth Avidar, Yezreel Valley College (Israel)

                                    - Vidhi Chaudhri, Erasmus University Rotterdam (Netherlands)

                                    - Tugce Ertem Eray, North Carolina State University (USA)  

                                    - Asha Kaul, IIMA (India)

                                    - Chiara Valentini, Jyväskylä University (Finland)

                                      12.00 - 13.00

                                      • PAPER SESSION 7

                                        A


                                        Proposing Artificial Intelligence-Managed Corporate Social Responsibility (AIM-CSR) Communication Framework

                                        Dhanesh, Ganga S, University of Maryland (USA)


                                        Aligning AI and Immersive Technologies in CSR: Big Data Insights from China’s Weibo

                                        Ji, Yingru, Zhejiang University (China)

                                        Kim, Sora, Chinese University of Hong Kong (Hong Kong)

                                        Zhang, Wanjiang Jacob, Chinese University of Hong Kong (Hong Kong)


                                        Competence Meets Compassion: Understanding the Boundary Conditions of Employee Reactions to CSR

                                        Song, Baobao, Virginia Commonwealth University (USA)

                                        Yue, Cen April, Boston University (USA) 

                                        Tao, Weiting, University of Miami (USA)

                                        Ji, Yi Grace, Boston University (USA)


                                        Compassion fatigue in humanitarian and charity PR: AI to the rescue?

                                        Pappas, Konstantinos, University of the Arts (UK)


                                        DEBATE

                                      • PANEL SESSION 4

                                        B


                                        Generative Crisis Misinformation? AI 

                                        Opportunities and Contradictions in a Crisis


                                        Panel Moderator: Brian G. Smith, University of Mississippi (USA)


                                        Panelists: 

                                        - Piotr Wojtas, NATO (Belgium)

                                        - Andrea Hickerson, University of Mississippi (USA)

                                        - Dave Ferris, Cohere AI (USA)

                                        - Staci B. Smith, University of Mississippi (USA)

                                        - Patrick Merle, Florida State University (USA)

                                        13.00 - 14.30

                                        LUNCH

                                          14.30 - 15.30

                                          • ROUND TABLE

                                            A


                                            ROUND TABLE on How Digitalization of Internal Communication Affects Broader Organizational and Personal Outcomes


                                            Adaptive internal communication: Building resilient organizations and fostering satisfaction with life

                                            Tkalac Verčič, Ana,  University of Zagreb (Croatia)

                                            Verčič, Dejan, University of Ljubljana (Slovenia)


                                            The Power of Listening: Examining the Impact of Organizational Employee Listening Competency on Engagement, Well-Being, and Mental Readiness

                                            Kang, Minjeong, Indiana University (USA) 


                                            Organizational climate for appreciation: Scale development 

                                            and validation

                                            Wahl, Ingrid, University of Vienna (Austria)

                                            Huber, Jeannine, University of Vienna (Austria)

                                            Einwiller, Sabine, University of Vienna (Austria) 


                                            Preparing internal communication practitioners for the changing AI corporate environment in South Africa

                                            Degenaar, Anette, North-West University (South Africa)

                                            Sutton, Lucinda B, North-West University (South Africa)

                                            15.30 - 16.30

                                            • PARALLEL PAPER SESSION 8A

                                              Trust, authenticity and artificial intelligence. AI-created content and its consequences for building symmetrical relationships with audience members

                                              Chmiel, Michal, Royal Holloway, University of London (UK)


                                              It’s all about the content: Exploring insights from AI content creators and consumers on trust, ethics, and regulation in the era of AI-generated content

                                              Avidar, Ruth, Yezreel Valley College (Israel) 

                                              Mashiah, Itzhak, University of Mississippi (USA)


                                              All AI disclosures are not created equal: Examining the effect of disclosure labels on trust

                                              Merle, Patrick F., Florida State University (USA)

                                              Krueger, Mitch, Florida State University (USA)

                                              Croft, Alyssa, Florida State University (USA)


                                              Decoding Digital Trust: A Multi-dimensional Analysis of Tech Influencer Credibility on YouTube

                                              Floether, Kevin, McMaster University (Canada)


                                              DEBATE

                                            • PARALLEL PAPER SESSION 8B

                                              AI in Public Relations: Exploring Professional Attitudes, Adoption Intentions, and Internal Communication

                                              Yang, Sung-Un, Boston University (USA)

                                              Yue, Cen April, Boston University (USA)

                                              Krishna, Arunima, Boston University (USA)

                                              Wright, Donald K., Boston University (USA)


                                              AI in Strategic Communication: A Cross-Sector Analysis of Public Relations and Advertising 

                                              Bilsel, Hande, Bahçeşehir Üniversitesi (Turkey)

                                              Şimşek, Selcan, Bahçeşehir Üniversitesi (Turkey)


                                              The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI?

                                              Laskin, Alexander V., Quinnipiac University (USA)

                                              Russell, Erin, Quinnipiac University (USA)


                                              We are only Human: How Strategic Communicators can lead in the Age of Artificial Intelligence 

                                              Hung, Olivia, McMaster University (Canada)


                                              DEBATE

                                                16.30 - 17.00

                                                • SCENARIO PLANNING & CLOSING SESSION

                                                  SCENARIO PLANNING

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

                                                  Panel Moderator: Jon White, University of Reading (UK)

                                                  Panelists: All participants in the session.


                                                  CLOSING SESSION

                                                  Dejan Verčič, University of Ljubljana and Herman & partnerji (Slovenia)

                                                  Ana Tkalac Verčič, University of Zagreb (Croatia)

                                                  Krishnamurthy Sriramesh, University of Colorado (USA)

                                                  19.30 - 22.00 (departure at 19.00)

                                                  DINNER

                                                    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.