On 9 October, a webinar by Authentic Glow Worms and the Global Alliance, in collaboration with FerpiLAB, towards the World Public Relations Forum 2026
On 9 October, at 13:00 (CEST), Authentic Glow Worms and the Global Alliance for Public Relations and Communication Management, in collaboration with FerpiLAB, present a webinar dedicated to the three themes that guided the thinking and practice of Toni Muzi Falconi: listening, relationships and change.
Authentic Glow Worms is the international archive created to gather and carry forward Toni’s intellectual and professional legacy, ahead of the World Public Relations Forum 2026 in Abuja, where the Global Alliance will dedicate the opening day to him. The webinar brings the three pillars to the centre of a conversation about the present of the profession, at a time when automation and artificial intelligence are rewriting the way we listen, build relationships and govern change.
Speakers, drawing on their contributions to the archive:
- Catherine Arrow (PR Knowledge Hub): on how AI interferes in relationships, and why vigilance, judgement and human responsibility are critical in a time of fragmenting realities.
- Anne Gregory (University of Huddersfield, former Chair of the Global Alliance): on how artificial intelligence is transforming human relationships, work and organisations, and why public relations should refuse to delegate relationships to technology and instead protect what is distinctly human, empathy, fairness, trust.
- Grazia Murtarelli (IULM, Milan): on organisational listening as a strategic choice, from recognising stakeholder signals to interpreting and acting on them, so that listening becomes a source of legitimacy rather than a symbolic gesture.
- Chiara Valentini (University of Jyväskylä): on how professional roles change after automation, and why Toni’s vision of relationships and diplomacy remains a compass.
Moderated by Lorenzo Canu, coordinator of the Authentic Glow Worms project.
The session will be held online, in English, and will last about an hour. Attendance is free, subject to registration by clicking here.
We look forward to lighting, together, another small light on the future of the profession.