Prisa's pre-conference explores PR in the future
The programme brings academics, researchers and communication professionals together to explore the evolving role of public relations and strategic communication in an industry facing rapid technological, economic and societal change.
Through a series of research presentations and question-and-answer sessions, the programme will examine how communication education and skills development must evolve.
This includes preparing the next generation of practitioners in the TVET sector, curriculum development and the changing role of human expertise in the age of artificial intelligence.
Academic thinking with the practical realities
Discussions will also explore the impact of AI-generated misinformation on reputation and trust, alongside broader issues of public-sector governance, youth unemployment, climate resilience, indigenous knowledge and the role of communication in driving meaningful social change.
Prisa President Dr Caroline Azionya says the engagement reflects the importance of connecting academic thinking with the practical realities facing the profession.
"Some of the most important questions facing our profession cannot be answered by industry or academia working in isolation.
“We need research that challenges our assumptions, education that keeps pace with the realities of the workplace and practitioners who are prepared to question how things have always been done.
“Bringing these perspectives into the same conversation is how we begin to close the gap between what we teach, what we practise and what the profession will need tomorrow."
Prisms Summit and Awards
Under the theme Kaleidoscope: Patterns of Impact Across Past, Present & Future, tomorrow’s Summit will build on the discussions at UJ, turning its attention to the challenges, opportunities and changing expectations shaping public relations and strategic communication.
Dr Azionya says these conversations matter now, as the profession is being challenged to rethink both its contribution and its future.
"Technology is changing the tools we use, the speed at which we work and the expectations placed on communicators.
“But the bigger question is what value we bring in a world where content can be created in seconds and information travels faster than ever.
“Our relevance will increasingly depend on the quality of our thinking, our judgement and the trust we can build.
“These are the conversations we need to be having, and why it is so important for practitioners to be part of them."
Now in their 29th year, the Prism Awards recognise the campaigns, teams and practitioners demonstrating outstanding strategic thinking, creativity and impact across public relations and strategic communication.
