15 July 2024
July 10, 2024 – A blog by Anthony Scott, Master International Communication graduate
On June 5th and 6th, I had the privilege of visiting the charming town of Bled, nestled against the Julian Alps in Slovenia. This picturesque region hosted the 31st edition of the International Public Relations Research Symposium, BledCom. The town’s unique charm added an extra element to the event. Held in a beautiful Hotel, this prestigious conference gathered PR and communication scholars, practitioners, and enthusiasts worldwide to delve into the intersection of public relations and human well-being.
The central theme of BledCom 2024 was “Public Relations and Human Well-being.” This theme urged us to broaden our understanding of public relations and communication beyond traditional boundaries by considering the well-being of all members of society. PR and Communication scholarship has focused on organizational stakeholders, communication strategies, and reputation management for almost five decades. This conference, however, challenged us to adopt a more holistic approach that emphasizes the well-being of the broader community.
The conference began with a warm welcome from the founders and program committee members: Dejan Verčič, Ana Tkalac Verčič, and Krishnamurthy Sriramesh. The keynote address was delivered by Natasa Pavlovic Bujas, the elected President of the International Public Relations Association (IPRA) and founder of the Blumen Group. Natasa’s address underscored the importance of well-being in the workplace and personally. She also touched on trending issues such as artificial intelligence and the generation gap, leaving us with a powerful message: “As responsible PR/Communication practitioners, we should focus on improving our societies… SHOW UP. SPEAK LOUD. MAKE DIFFERENCE.”
Over the two days, the symposium’s stage was graced by a diverse array of renowned scholars and practitioners, each bringing their unique perspectives to the table. The inclusion of presenters like Krishnamurthy Sriramesh, Gareth Thompson, Michal Chmiel, Evandro Oliveira, Margaret Doherty, Melanie Malczok, Noumaan Qureshi, Lars Rademacher, Michelle Willemse, and April Cen Yue, among others, enriched our understanding of the field and made us feel part of a vibrant global community of PR and communication professionals.
BledCom 2024 was not just a conference but a melting pot of ideas and a platform for fostering meaningful connections. The coffee breaks and networking lunch and dinner sessions provided ample opportunities to engage in stimulating conversations, exchange ideas, and form collaborations that transcend geographical boundaries. It was inspiring to see how the shared goal of enhancing human well-being through effective communication can bring together such a diverse group of professionals.
One of the conference’s highlights was the panel discussions, which delved into various public relations and human well-being aspects. Topics ranged from employee well-being within organizations to the active role of disinformation in society. Case studies and real-world examples enriched the discussions, providing practical insights that attendees could apply professionally.
Attending BledCom 2024 was a transformative experience. It broadened my perspective on the role of public relations and communication practitioners in society and underscored the importance of focusing on human well-being. The conference’s emphasis on ethical considerations, the impact of emerging technologies such as Artificial Intelligence, and the need for inclusive communication practices resonated deeply with me.
BledCom 2024 was a testament to the dynamic and evolving nature of public relations and communication practitioners’ scholarship. Emphasizing the theme of human well-being, the conference inspired us to think beyond traditional PR and communication paradigms and consider the broader impact of our work on society. As we progress, the insights and connections gained from this symposium will undoubtedly shape the future of public relations and communication, guiding us toward more responsible and impactful practices. I look forward to continuing this journey of exploration and innovation in public relations and communication, inspired by the thought-provoking discussions and pioneering research presented at BledCom 2024. The conference was a platform for sharing knowledge and a reminder of our profound influence in shaping a more equitable and well-being-focused world.
