Regeneration and Communication: Rethinking the Role of Public Relations in a Changing World
What to Expect from the Webinar
We are just under two months away from the submission deadline (15 March) for the EUPRERA 2026 Congress, which will take place in Málaga, Spain. With a timely and challenging theme—Regenerating Public Relations and Strategic Communication in the Face of the New Global Order: Are We Ready for This Challenge?—the organizing team invites you to a webinar designed to offer insights and reflections to support a potential submission to the Congress.
Regeneration is emerging today as a paradigm that goes beyond the traditional boundaries of sustainability and resilience, offering a deeper, more evolutionary, and relational perspective on social, economic, and environmental systems. It is not only about maintaining what already exists, but about activating processes of restoration, revitalization, and evolution that enable living systems—including organizations—to become agents of collective well-being.
In a global context marked by the climate crisis, persistent inequalities, and political-communicative tensions, this approach opens a necessary discussion about how institutions function and what kind of communication is required to align with the principles of interdependence, adaptation, and mutual care.
In this context, public relations and strategic communication hold great potential to foster regenerative processes, although historically they have also contributed to reinforcing power narratives, promoting discourses with limited impact, or sustaining exclusionary dynamics. Recognizing this ambivalence is essential to reorient the discipline toward more conscious, critical, and transformative practices.
This webinar proposes to explore how communication can become a force capable of overcoming inertia, expanding our understanding of systemic problems, and fostering relationships that generate real positive impact.
The following key questions will guide the dialogue:
- How can we design narratives that support regenerative change?
- In what ways can communication ethically influence organizational decision-making?
- What professional responsibilities emerge in a context affected by misinformation, polarization, and the loss of public trust?
This space invites participants to reflect and to build new possibilities for the regenerative role of communication.
Oradores
Evandro Oliveira, CEO and Founder of Gaudere, Spain
Consultant, executive coach, and professor with global activity, working at the intersection of strategy, communication, and regenerative management. Founder of Gaudere in Barcelona, he collaborates with organizations worldwide. He combines applied research, leadership coaching, and executive education, focusing on sustainability, organizational transformation, and responsible communication across diverse cultural and institutional contexts.
Bel Barroso, University of Málaga, Spain
Social entrepreneur, researcher, and visiting professor specializing in strategic communication for sustainability. She co-founded Cronopios and has led projects on education, climate activism, and biomimicry. Former Director of Innovation and Communication at AlmaNatura, she collaborates with Comunidad B Andalucía and B Academics Spain, delivering international lectures on transformative communication.
Rune Schanke Eikum, BI Norwegian Business School, Norway
Managing Director of the innovation consultancy Tinkr (Norway) and a late-stage PhD candidate at BI Norwegian Business School. His work focuses on companies’ transitions toward sustainability and their path to business regeneration, combining academic research with hands-on work with Norwegian organizations in land-based aquaculture and coffee production, and drawing on his early experience as a consultant at GK Nordic, the largest public relations and communication agency in the Nordic region.
Moderator – Isabel Ruiz-Mora, University of Málaga, Spain
Lecturer and researcher in public relations, sustainability, and activism at the University of Málaga. Editor of the International Journal of Public Relations. Member of ECREA, EUPRERA, and AIRP. I believe in a better world; we must uphold education as a human right! I love discovering new places, new flavors, new people…
