Message from the IPRA President: Honouring excellence, Inspiring the future September 2025
3 days, 11 hours ago
Dear friends and colleagues,
Artificial Intelligence has rapidly become one of the most discussed topics in our profession. From content generation to sentiment analysis, AI tools are changing the way we approach daily PR tasks. They can scan vast amounts of data in seconds, provide instant drafts, and even predict trends that might shape tomorrow’s headlines.
The human factor
Yet, with all this progress, one thing remains constant: the irreplaceable human role in public relations. AI can process information, but it cannot replicate empathy, cultural sensitivity, ethical judgment, or the ability to build trust. PR is not only about efficiency: it is about relationships, credibility, and responsibility.
This distinction is crucial. As professionals, we must ask ourselves: Are we simply using AI to be faster, or are we ensuring that our work continues to reflect integrity, fairness, and the values of the societies we serve? Technology should assist us, but it cannot define us. Ultimately, the responsibility for what is said, published, and promoted lies with people. It lies with us.
IPRA’s mission
That is why IPRA’s mission today is more important than ever. We are not just navigating the era of AI: we are guiding it responsibly. As practitioners, we must safeguard ethics, nurture human creativity, and ensure that innovation serves the public good.
This October, when IPRA members and friends gather at the IPRA Golden World Awards Gala in Ghana, we will celebrate the very best of public relations. Campaigns honored at the Gala will showcase not only creativity and innovation but also the human qualities that no algorithm can replicate such as insight, courage, and integrity. It will be a celebration of people who use ideas to inspire change, foster understanding, and make a tangible difference in communities around the world.
AI can be an extraordinary tool, but it is human imagination and responsibility that turn campaigns into legacies. As we move forward, let us embrace innovation, but never forget that our true value lies in the trust we build and the values we uphold.
Kind regards,
Nataša Pavlović Bujas
IPRA President 2024 – 2025
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