Track 1

Organisational legitimacy in the face of the new global order

A reflection on how organisations and public actors manage their legitimacy in a world in crisis. The role of public relations and strategic communication in building and losing trust will be explored, considering both their role and impact of disinformation and discursive manipulation. The discussion will also address the influence of Artificial Intelligence (AI) on society and, specifically, how it shapes the relationship between organisations and their publics.

Track 2

Regenerative narratives

This topic will analyse how public relations and strategic communication can help articulate narratives that mobilise communities and organisations toward new economic, social, and environmental models and approaches in the context of AI/GenAI. At the same time, it will raise questions about the risks of these narratives being used merely as symbolic strategies with no real impact, potentially contributing to disinformation/misinformation and increased polarisation around sensitive issues (migration, diversity and multiculturalism, climate change, among others), where AI/GenAI also plays a role.

Track 3

Ethics and conscious leadership

This track will address the role of public relations and strategic communication in promoting ethical and transformative leadership. It will also reflect on the tensions between the ideal function of these disciplines as a critical advisor and its real-world role as an amplifier of organisational interests. The responsibilities that arise from the use of AI within organisations will also be discussed. This track aims to be a meeting place for all perspectives that study ethical and leadership issues related to the theme of the congress.

Track 4

Measuring and evaluating public relations and strategic communication contribution

This topic will explore approaches and methodologies to assess the real impact of communication strategies and their consequences on society from a social, economic, and environmental perspective. It will also examine how communication influences the public, media, and political spheres. A critical perspective on impact measurement will be included, considering its use both as a tool for accountability and as a mere strategy for legitimisation.

Education Track

Education and training in public relations and strategic communication

A reflection on how public relations and strategic communication education and training can adapt to contemporary challenges, and what learning models can contribute to a critical evolution of the discipline.

A space for innovative research in public relations and strategic communication that expands the overall conversation at the Congress.

Open Track

Measuring and evaluating public relations and strategic communication contribution

EUPRERA 2026 also welcomes insightful and thought-provoking theoretical, empirical, and applied research that sheds new light on other topics and challenges in strategic communication, public relations, and related disciplines. We encourage original contributions, using innovative methods and interdisciplinary approaches, that contribute to our fields’ body of knowledge and theory-building.