The first DirCom conference took place at the beginning of June in Madrid, Spain. It brought together academics and PR practitioners sharing their insight from their work and research but also their desire for a stronger collaboration between the two. It turns out, that like in many other places in the world, PR degrees and their relevance are challenged and put to the test in the professional world (there where they are asked for and needed – a bit of a paradox). The conclusion was that more collaboration between the two is neeed epsecially as they work together towards the same goals: professionalization of PR/Comms and increasing the legitimacy and credibility of the profession.
I was invited to share my own insights into how AI is affecting and will impact PR (both practice and education) adding to the same call for collaboration.
The podcast excerpt and video below are my own recaps (in Spanish) to my central message.