Communication leaders, academics, and public relations professionals from across the globe gathered in Prague, Czech Republic for the Global Alliance European Summit, hosted by ASCOPA – the Association of Strategic Communication and Public Affairs in partnership with the Global Alliance European Regional Council, led by Silvia Arto. The conference was opened by Prof. Justin Green, President & CEO of Global Alliance and Silvia Arto, Vice President of Global Alliance.
“Global PR Conference – Czechia: Heart of Global PR”, the summit provided a platform for international dialogue on artificial intelligence, trust, ethics, conflict communication, reputation management, and the future of the profession.
Throughout the day, speakers from around the world shared perspectives on the rapidly evolving communications landscape and the growing impact of artificial intelligence on professional practice.
Jitka Němečková of the Czech Republic opened the keynote sessions with an overview of global and worldwide trends and their practical implications for communication professionals. Bonnie Caver of the United States explored the ethical and operational dimensions of responsible AI in today’s communication practice, while Alastair McCapra of the United Kingdom examined the role of public relations in periods of escalating geopolitical and social conflict in his presentation, “The Age of Monsters.”
Adrian Cropley of Australia discussed the key competencies communication professionals will need in the AI era, emphasizing strategic thinking, ethics, adaptability, and leadership. He also launched the second edition of the Reimagining Tomorrow: AI in PR and Communication Management report series. Prof. Jude William Genilo of Bangladesh presented perspectives from non-Western scholars on building trust and relationships in global communication environments.
Additional sessions included Mandy Pearse of the United Kingdom on integrating AI into PR campaigns, Ana Pista of the Philippines on digital reputation management, and Louis Duroulle of France, who described artificial intelligence as a wake-up call for the communications profession and a catalyst for redefining its strategic value.
The conference concluded with a presentation by Dr. Ike Neliaku of Nigeria on positioning, anchoring, and future-proofing public relations globally, alongside an invitation to the World Public Relations Forum (WPRF) 2026, which will take place in Abuja, Nigeria.
The Prague summit reinforced the Global Alliance’s commitment to fostering international dialogue, advancing professional standards, and supporting communication professionals in navigating an increasingly complex and technology-driven world.
