How is artificial intelligence changing public relations? What does ethics mean when campaigns are born on TikTok and people with millions of followers are shaping opinion? The answers are sought by Influencer Academy - the annual round table organised by the Communication, Public Relations, and Advertising Department at the Faculty of Journalism and Mass Communication, Sofia University “St. Kliment Ohridski”).
The project is a platform for in-depth dialogue and practical cooperation between different participants in the communications ecosystem. The round table brings together researchers, students, communications experts and influencers, who exchange experience, ideas and good practice through discussions, interactive panels and practical workshops. The main goal is to outline new standards in contemporary PR practice that reflect the rapidly changing digital and social environment.
The project focuses on several key areas:
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Technological innovation – the project examines the role of artificial intelligence, automation and data analysis in communications, as well as the ways in which new technologies are changing the planning, implementation and measurement of PR campaigns. Participants discuss both the opportunities and the risks associated with technological progress.
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Social trends – the project analyses how audiences consume content today, which channels and formats earn their trust and how expectations of brands and public figures are changing. Particular attention is paid to the role of influencers and communities in building lasting relationships with audiences.
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Ethical challenges – the project creates a space for discussion about transparency, authenticity and social responsibility in communications. Ethical dilemmas related to the use of data, AI tools and paid partnerships are discussed, along with the need for clear rules and values in PR practice.
Overall, the project aims not only to exchange knowledge but also to create a community that actively contributes to the development of a more responsible, innovative and sustainable communications environment.
Why do we organise a round-table?
The project is funded by the Bulgarian National Science Fund (Contract No. 80 10 156 of 3 June 2025; budget: BGN 6,000) with a mission to:
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build a bridge between academia and practice;
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create educational tools for responsible influencer communications;
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promote good examples of campaigns with real social value.
