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TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.
INTRODUCTION
The June PR in Cannes conference, organized by
PRAM Consulting under the patronage of ICCO
at the Cannes Lions 2025 festival, confirmed
that the public relations industry is undergoing
afundamental transformation. It is no longer
just a supporting marketing tool, but is becoming
astrategic business partner that can influence
the reputation, innovation, and long-term growth
of companies. In this e-book, we summarize six
key insights from this year‘s conference that show
how the role of PR is changing, what role artificial
intelligence plays, and why strategic thinking,
trust, and relevant media are more important
today than ever before.
The conclusions from
Patrik Schober‘s book The
Art of Leadership through
Public Relations are directly
confirmed in the discussions at
been not only to be able to
communicate, but also to
monitor new technologies,
anticipate the consequences
of social events and
social dynamics, and help
organizations prepare for
them, overcome them, and
ideally even benefit from them.
Modern PR is adaptive and
uses innovative approaches
in all its areas. Part of the
industry‘s existential shift is
abandoning outdated metrics
and moving to evaluating
contribution based on
actual value delivered. PR is
opening up to awide range
of personalities and talents,
and the only type of people
for whom it is not suitable
are those who hate change
and cling tooth and nail to the
status quo.
the PR in Cannes conference,
which reflected current
topics and trends in PR. It
turns out that the role of
PR professionals has long