These are the messages from the opening of the 23rd International ProPR Conference, one of the most important events in the field of public relations in Europe, which this year brings together leading experts from the region and the world in Podgorica.
Founder and President of the Organizing Committee of the PRO PR Conference Danijel Koletić He said that one of the important topics of the conference also relates to the situation in the media, including the balance between paid and unpaid publicity, as well as the challenges faced by journalists and media outlets due to the lack of specialized staff.
"It is precisely the "stories of ordinary people" that are key to inspiration and connecting with the audience, and that organizations should put their employees at the focus of communication," said Koletić.
He emphasized that the importance of visibility in the modern professional environment has never been greater, stating that communicators must be active, present, and authentic.
Representative of the Global Alliance for Public Relations and Communications Management, Justin Green, highlighted the key role of communicators in modern society and their influence on global change.
"We live in a time when communications and public relations have never been more important, and professionals in this field have the power to shape society and influence the world on a global scale. As communicators, we are the voice of the voiceless, the conscience of industry and governments, and the guardians of key social values such as equality and justice," said Green.
Speaking about contemporary challenges, he pointed to the growing problem of disinformation and the increasing difficulties in distinguishing accurate information from inaccurate information, especially in the context of the development of new technologies.
"Artificial intelligence will not replace humans, but those who do not know how to use it will be left behind. However, what AI cannot replace is human experience and emotional intelligence," Green emphasized.
He warned of global challenges such as wars, migration and climate change, which are increasingly taking on the character of a humanitarian crisis, emphasizing that communicators have a key role in shaping narratives and raising awareness about these issues.
"The global alliance actively promotes the highest ethical standards and prepares communicators for the challenges of the future," said Green, placing particular importance on ethics in the profession, as well as the responsible use of artificial intelligence.
Concluding his address, Green said that conference participants have the opportunity to influence the lives of billions of people around the world with their knowledge and actions.
"Your words have the power to create history – but today, speak with actions," he said, congratulating Montenegro on its contribution to the global communications community.
ProPR is a unique conference in Europe in that it is supported by four global professional associations: the International Public Relations Association (IPRA), the Public Relations and Communications Association, the Global Alliance for Public Relations and Communication Management, and the World Communication Forum Association.
The event is also given special significance by the institutional support from Montenegro, including the President's Office and the Government, which, as emphasized, is an important step in overcoming political barriers and strengthening the profession.
