EUPRERA 2020 | CICOM

The Camino of strategic communication: (re)-discovering the human element in public relations

School of Communication University of Navarra Pamplona, Spain 8-10 October 2020 EUPRERA 2020 2

CALL FOR PAPERS

EUPRERA Education’s (THE) Europe going back to the basics of Teaching Rankings. We are public relations and strategic The European Public Relations consistently at the top of communication seems more Education and Research Spanish ranks in each of the important than ever before: Association (EUPRERA) is three undergraduate programs people and relationships. an autonomous organization we offer and we are in the People should always come with nearly 500 members from Top 100 of QS Media subject first. 40 countries interested in ranking. advancing academic research Despite the role of technology, and knowledge in strategic The 22nd EUPRERA Congress the use of robots in communication. In order to will also become the XXXVI communication or AI, there spread new methodologies International Conference of seems to be a massive need and research results, EUPRERA Communication (CICOM) at to create human-centred organises a highly regarded the School of Communication, organizations. We need to annual congress each autumn Universidad de Navarra. build value-oriented societies in collaboration with a selected based upon humanistic university or college in Europe. Local Organizing Committee principles. In short, we need to rethink what it means The University of Navarra • Natalia Rodríguez-Salcedo, to put the person at the (UN) Associate Professor (chair) centre of our decisions. How • Elena Gutiérrez-García, communication and public Universidad de Navarra (UN) Associate Professor relations respond to these has been a pioneer in offering • Mónica Recalde-Viana, issues will determine the Communication studies in Associate Professor future of our field and practice. Spain at university level, • María Jesús Yáñez, To address these challenges with the launching of its Assistant Professor we attempt to revisit the Degree in Journalism back relevance of people on the in 1958. Since then, other CALL FOR CONTRIBUTIONS art and science of strategic undergraduate and graduate communication, including programs have followed Academics, PhD students education, professionalism, thanks to this innovative and practitioners are invited research and the practice of spirit. Today the University to submit papers and panel strategic communication. offers 57 undergraduate proposal related to the degrees, 46 master’s degrees congress theme: The Camino On the one hand, we would and 23 doctoral programs at of strategic communication. like to explore how to put its 4 campuses (Pamplona, the organizational focus on San Sebastián, Madrid and THE CONGRESS THEME people. Communication/PR Barcelona) to over 11,000 enables us to increase our students. The University of We live in evolving societies uniquely human capabilities Navarra was founded in 1952 that undergo profound and such us creativity, empathy, by St. Josemaría Escrivá de rapid transformations. Artificial innovation or connection. Balaguer, the founder of Opus intelligence, machine learning, Likewise, there is a huge Dei. Since then, its mission has robots in the workplace opportunity to become more been the pursuit of excellence and big data are opening meaningful, creative and in teaching and research transcendent questions around collaborative workplaces. On and a constant commitment the future of mankind. At the the other, more than ever, there to serve people and society same time, trust and reputation is a big opportunity to make as a whole. Our educational are at risk in our dynamic, our businesses and institutions institution was ranked number disruptive and uncertain world. genuinely human, real and three in the 2019 Times Higher In this complex scenario, approachable to our publics, Call for papers 3

EUPRERA, 22nd The Camino of strategic communication: Annual Congress (re)-discovering the human element in public relations even considering the important must reconsider that the high standards based on role of new technology. In virtual world takes its meaning honesty, ethics, commitment other words, we would like from the real world. and responsibility become to build more open societies challenges for the higher through communication to II. Innovative communication/ education and training of PR establish relationships based PR approaches: new and old and communication. on honesty and trust that trends (Practice) create even more value for The technological and IV. Competencies and organizations and society. humanistic challenges in capabilities for a new which our contemporary professionalism landscape Indeed, the role of society is involved, requires (Professionalism) communicators, PR a profession – and its The human element is at the professionals, researchers practitioners - to be focused centre of the new scenario and educators is crucial to on innovative manners that that artificial intelligence is understand, analyse and improve relationships with depicting. Also, the rapid promote a humanistic view publics, and guide the social transformations and societal of our profession. Discipline conversation. Traditionally, expectations regarding and practice are at a critical functional, postmodernist and emerging values (diversity, turning point to anticipate critical approaches in PR/ sustainability, purpose- and develop the knowledge, communication literature are driven organisations, etc.) skills, competences and aiming to find responses to the confront organisations and capabilities to manoeuvre challenges. This track aims practitioners to tackle and these innovations. to meet a research agenda reshape the relational and that shows new trends: how dialogical approaches. How But why using the word collaborative networks with a is the profession refurbishing Camino? The Route to broad range of stakeholders its new and old competences? Santiago is of the utmost are built, how communication What are the new models importance in Navarra. The enhances organisational or research approaches University has the privilege decision-making process; what that are emerging regarding to be on the Pilgrim’s new practitioners’ leadership practitioners’ competencies way. Therefore, we invite roles are being enacted; and capabilities? What practitioners and scholars to or what key indicators are characterizes proficient discuss and work together in being put into practice for the practitioners that contribute order to ascertain the potential communicative constitutive to agile organisations? of human elements and organisations. What are the specific values of the discipline and professional capabilities its strategic role on the future III. New curricula for the future that may contribute to to come in the best possible of education and training enhance proper dialogical scenario. development (education) and listening approaches, While mastering underlying the human SUB-THEMES communication technologies, element of the profession and channels and multiple media professionalism? I. Ethics in communication/PR platforms are constantly Digital transformation underlined in the curricula, V. History and theory of public challenges us to create a the human dilemmas that relations new cultural ethos - customs, the future will bring us are What is it in the past that uses, habits - that considers overlooked. How to sensitize we can apply nowadays to technology as a tool at the students to the humanistic reinforce the human values service of professionals and values in order to exercise of strategic communication? not as an end in itself. We professional judgement and We might find some light in EUPRERA 2020 4

CALL FOR PAPERS

the past, going back to where Publication of papers Saturday 10 October, 2020 the profession started or just Social activities: a bus will rediscovering classic theories A special issue of Journal of take you on a half day trip. including rhetoric, community, Communication Management Enjoy a visit to one of Navarra’s or other European social A congress book (part of most international wineries, theories. a book series published by Bodegas Otazu; a guided Emerald) tour to enjoy Olite’s medieval VI. Open track - current Palace architecture and communication/PR research OUTLINE OF PROGRAMME whimsical towers and lunch EUPRERA 2020 also welcomes at Parador de Olite, with a research that sheds new light The EUPRERA’S PhD Seminar fabulous location in the same on contemporary challenges 15th-century castle. in the broad domain of PR and The Seminar will be held right strategic communication. We before the Congress as usual. AWARDS encourage the submission of More details about dates and original contributions ranging programme will be given soon. During the congress the from theoretical and empirical The aim of the seminar is to following awards are building on quantitative or provide an international setting presented: qualitative methods. Other where doctoral students human elements of strategic within public relations and • EUPRERA Best Paper communication not covered strategic communication can • EMERALD Professional in the previous topics can also present their ongoing work, Impact be encompassed in this final get feedback from experts and • EUPRERA Best Reviewer track. peers and establish a valuable • EUPRERA Master Thesis network for the future. Award for Excellence – Dates for submission of deadline for applications anonymous papers and panels Thursday 8 October, 2020 February 27, 2020 for peer review • Congress starts in the morning • Deadline for abstracts: • Keynote speaker (1) February 29th, 2019 (plenary session) • Feedback on abstracts: • Papers presentation April 15th, 2019 (parallel sessions) • Deadline for full papers: 30 • Lunch June, 2019 • Parallel panel sessions • Spanish wine (reception) All abstracts and papers to be submitted in English. Friday 9 October, 2020 Abstracts: 800 words. Full • Parallel panel sessions papers: 30,000-40,000 • Lunch characters, including blanks. • Keynote speaker (2) Guidelines for panel proposals • EUPRERA Hour (awards, and full papers on the projects, networks) congress website. • EUPRERA General Assembly

Contact info [email protected] [email protected] [email protected]