Author: Claryed Castillo

Day 2 of EUPRERA 2026 wrapped up with a rich final session covering some of the field’s most pressing themes. Panel Session IX, “Managing Complex Issues and Governance Crises in a Global Context: A New Strategic Leadership Agenda,” chaired by Yijing Wang, anchored the closing block.

Alongside it, parallel tracks explored a wide range of topics: Regenerating Public Relations (identities, education and business models); Public Relations Research, Evaluation and Conceptual Development; Communication, Accountability and Resilience Across Public Arenas; State, Diplomacy and Legitimacy in Crisis Communication; and Advocacy, Legitimacy and Sociopolitical Engagement.

Next up: the Thematic Network meetings.

#EUPRERA #EUPRERA2026 #EUPRERAAnnualCongress2026 #Málaga Facultad de Ciencias de la Comunicación – UMA

The congress continues into the afternoon with a rich third session slot, bringing together some of the most pressing issues in contemporary public relations. Panel Session VIII, “Constructing Legitimacy in Sustainability Transitions: Strategic Communication in Contested Issue Arenas,” chaired by Ileana Zeler, leads the way, alongside parallel tracks on DEI, Visibility and Public Influence; Corporate Responsibility, Issue Response and Crisis Judgement; Crisis Communication, Legitimacy and Public Evaluation; Regenerative and Inclusive Public Relations; and Relationships, Adaptivity and Organisational Communication. Together, these sessions reflect the breadth of research shaping the future of strategic communication.

#EUPRERA #EUPRERA2026 #EUPRERAAnnualCongress2026 #Málaga Facultad de Ciencias de la Comunicación – UMA

Participants at the EUPRERA Annual Congress 2026 gathered for a lunch buffet, taking a well-deserved break before the afternoon sessions resume. The pause offered a great opportunity for attendees to continue exchanging ideas in a more relaxed setting, ahead of an afternoon full of academic discussions and presentations.

#EUPRERA #EUPRERA2026 #EUPRERAAnnualCongress2026 #Málaga Facultad de Ciencias de la Comunicación – UMA

Following the coffee break, EUPRERA 2026 continued with a second slot of six parallel sessions, covering a wide range of topics in public relations and communication research.

Panel Session VI, chaired by Ana Adi, examined “Teaching in Uncertainty: Testing the Metamodern ‘What If’ Framework Across Educational Contexts.” Panel Session VII, chaired by Laura Hackl, looked at “Trust in Financial Information Intermediaries: from Security Analysts to Finfluencers.”

The remaining sessions addressed climate advocacy, environmental debate and the energy transition; public relations, identity and reputation in public narratives; corporate sustainability communication, credibility and green claims; and leadership, responsibility and communication in AI-mediated contexts.

#EUPRERA #EUPRERA2026 #EUPRERAAnnualCongress2026 #Málaga Facultad de Ciencias de la Comunicación – UMA

This year’s PhD Seminar participants joined today’s Board of Directors meeting, taking the opportunity to meet EUPRERA’s leadership. A warm moment of connection between the association’s leadership and the next generation of researchers, right here at #EUPRERA2026 in Málaga.

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Our EUPRERAtalks webinar raffle winners picked up their prizes in person at the EUPRERA Annual Congress 2026!

Congratulations again to Patricia Milano Persigo and Ester Conings Vanvik, MBA, who each won a free copy of Digital Communication Management: Theories and Practices for a Global and Volatile World.

Missed the webinar? Watch the recording, and discover the textbook, via the links below.

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A coffee break between morning sessions on Day 2 of the EUPRERA Annual Congress 2026.

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The first slot of Day 2 at the EUPRERA Annual Congress 2026 opened with six parallel sessions.

Panel Session IV: “Regenerating Public Relations? A Critical Research Agenda from Latin America” — chaired by Claudia Labarca.

Panel Session V: “Shining a Light on Dark PR: As Technology Empowers Dark Communication Practices, Can PR Regenerate Its Constructive Role in Society?” — chaired by Mark Badham.

Alongside these panels, four further parallel sessions covered:

• AI, Expertise and the Limits of Strategic Communication
• Internal Communication, Employee Agency and Organisational Transformation
• Digital Responsibility, Trust and Moral Reflexivity in Strategic Communication
• Communication Education, Inclusion and Intercultural Learning

#EUPRERA #EUPRERA2026 #EUPRERAAnnualCongress2026 #Málaga

Heading to Málaga for the EUPRERA Annual Congress 2026? Before you land, here are some sun safety tips from our partner Soludable, an Andalusian research and health promotion initiative dedicated to skin cancer prevention.

With the Congress kicking off tomorrow, they’ve shared their golden rules for healthy sun exposure:

• Avoid peak hours — limit direct sun between 12:00 and 16:00 from April through September.
• Check the UV Index and adjust your protection accordingly.
• Say no to artificial UV — skip tanning beds and devices.
• Seek shade under trees or umbrellas on bright days.
• Cover up with a broad-brimmed hat, certified UV sunglasses, and protective clothing.
• Apply broad-spectrum sunscreen daily, tailored to your skin type.
• Stay hydrated.
• Fuel with antioxidants — a balanced diet with seasonal produce.
• Know your skin type and respect your phototype.
• Perform regular skin checks, and see a doctor for anything unusual (the ABCDE rule).

Just 15 to 20 minutes of daily sun is enough for healthy vitamin D levels — the rest is about enjoying Málaga safely.

Thanks to our partner Soludable for the reminder → soludable.hcs.es

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A reminder to stop by the Poster Gallery, open all day throughout the Congress.

Discover projects, activities, and highlights from EUPRERA networks since the last Congress, plus research from the Facultad de Ciencias de la Comunicación (UMA).

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