The second edition of the FuturePR International Student Competition has concluded with a dynamic online finale that highlighted the creativity, critical thinking, and teamwork of communication students from across the world. Organised by EUPRERA (European Public Relations Education and Research Association) in collaboration with ICCO (International Communications Consultancy Organisation), FuturePR continues to connect university classrooms with the realities of professional public relations practice in an age of mis- and disinformation.

Building on the Media Information and Education Pledge, the 2025 edition moved from raising awareness about misinformation to preventing it before it spreads, focusing on prebunking as a key communication strategy. Students were invited to explore how PR and communication professionals can help audiences recognise manipulative narratives in advance, strengthen media literacy, and support a healthier information environment.

This year’s competition brought together 85 students from 19 universities in 14 countries (Brazil, Croatia, Finland, Georgia, Germany, Hungary, India, Portugal, Romania, Spain, Thailand, Turkiye, the United Kingdom, and the United States of America), nominated by institutional and individual members of EUPRERA and ICCO:

  • Autonomous University of Barcelona, Spain
  • Bahçeşehir University, Türkiye
  • Budapest University of Economics and Business, Hungary
  • Chulalongkorn University, Thailand
  • Federal University of Santa Maria, Brazil
  • Friedrich Schiller University, Germany
  • Istanbul Aydin University, Türkiye
  • Leeds Beckett University, UK
  • Rey Juan Carlos University, Spain
  • Royal Holloway, University of London, UK
  • Polytechnic University of Lisbon, Portugal
  • St Joseph’s University, Bengaluru, India
  • The University of Alabama, USA
  • The University of Georgia, Georgia
  • University of Beira Interior, Portugal
  • University of Bucharest, Romania
  • University of Jyväskylä, Finland
  • University of Málaga, Spain
  • VERN’ University, Croatia

Winners of the 2025 edition

After an intensive final round, the international jury selected three winning teams from among the finalists, while the Best Individual Assignment was determined separately by the academic evaluators based on the first-stage submissions.

First place: Team The Last Prebunkers, under the mentorship of Suzy Giles, Managing Director, Giles Global Ltd (New Zealand) – Pornravin Apinyakorn – Chulalongkorn University (Thailand), Azra Khan – St Joseph’s University (India), Ali Furkan Ören – Bahçeşehir University (Türkiye)

Second place: Team The Guardians, under the mentorship of Nicoleta Iancu, Communications Director, GRF+ (Romania) – Jade Wilcox – Leeds Beckett University (UK), Salome Turmanidze – The University of Georgia (Georgia), María Fernanda Almeida Joo – Autonomous University of Barcelona (Spain)

Third place: Team VOV Values over Viral, under the mentorship of Iva Grigorova, President, BAPRA (Bulgaria) – Plamena Gospodinova – University of Málaga (Spain), Wairimu Gikenye – UK – Leeds Beckett University (UK), Nina Vresnik – VERN’ University (Croatia)

A Special mention for Best Individual Assignment was awarded to Ina Liklikadze (The University of Georgia, Georgia).

Through the partnership with ICCO, these top-performing students will be offered career development opportunities within the ICCO network, helping them translate their competition experience into real-world practice in agencies and organisations around the globe.

How the 2025 competition worked

The FuturePR 2025 format was designed to test both individual analytical skills and international teamwork, without turning the competition into a purely theoretical exercise.

Step 1 – Individual assignment

In the first phase, the nominated students were given an individual video assignment. In a short 5-minute presentation, students were asked to look at the mis/disinformation landscape in their own country and to reflect on how prebunking is (or could be) part of the response. This encouraged them to:

  • Connect the global theme of prebunking with local media, political, or social contexts,
  • Bring together academic sources, policy initiatives, and practical examples,
  • Consider the role of communication professionals, institutions, and civil society in preparing audiences before false narratives spread.

The video assignments were evaluated by members of the EUPRERA Education Network, with each submission reviewed independently by two academics from different institutions and countries:

  • Aurélie Laborde – Université Bordeaux Montaigne, France
  • Gabriel Sadi – Huddersfield University, UK
  • Ileana Zeler – Autonomous University of Barcelona, Spain
  • João Ferreira – Polytechnic University of Lisbon, Portugal
  • Leli Bibilashvili – The University of Georgia, Georgia
  • Mariana Pereira – Polytechnic University of Lisbon, Portugal
  • Michal Chmiel – Royal Holloway, University of London, UK
  • Monique Abbenbroek – Rotterdam University of Applied Sciences, Netherlands
  • Noelia Zurro – Rey Juan Carlos University, Spain
  • Rudiger Theilmann – Leeds Beckett University, UK
  • Tatiana Nunes – Polytechnic University of Lisbon, Portugal
  • Teela Clayton – Leeds Beckett University, UK

Step 2 – International team challenge

Based on the evaluation of the individual work, 30 finalists from 15 universities in 12 countries were selected and placed into mixed international teams, each bringing together students from different universities and countries. In the collaborative phase of the competition, each team was joined by a mentor from the ICCO network, bringing agency and in-house experience from different markets and helping students sharpen their strategies and pitches:

  • Abrar Mikkawi – Director of Communications & Community Outreach, Sharjah Maritime Academy, UAE
  • Iva Grigorova – President, BAPRA, Bulgaria
  • Girish Balachandran – Founder, ON PURPOSE, India
  • Loreley Maldonado – Founder and president, Eje Comunicación, Mexico
  • Marius Doroftei – Senior PR Specialist, Public Advisors, Romania
  • Nicoleta Iancu – Communications Director, GRF+, Romania
  • Paul Mottram – Independent communications consultant, Hong Kong
  • Stephen King – Senior Fellow HEA, UK
  • Suzy Giles – Managing Director, Giles Global Ltd, New Zealand

Working entirely online over several days, the teams created a strategic communication concept centred on prebunking and the Media Information and Education Pledge, and prepared a concise presentation for the grand finale. Each team then presented its concept live in the grand finale to an international jury representing EUPRERA and ICCO:

  • Çınar Ergin – Founder, Aristo Communications, Türkiye
  • Ieva Naujalyte – Founder and managing partner, Adverum, Lithuania
  • Mary Njoki – CEO & Founder, GlassHouse PR, Kenia
  • Peggy Simcic Brønn – 2023 winner of the EUPRERA Distinguished Scholar Award, professor emerita, BI Norwegian Business, Norway
  • Sabine Einwiller – University of Vienna, Austria / President Elect, EUPRERA

The jury’s role was to evaluate the team concepts and presentations and to select the three winning teams.

 

Student experience and impact

Participants in FuturePR 2025 emphasised three aspects of the experience in particular:

  • International collaboration – working closely with peers from other countries, time zones, and cultures on a shared communication challenge.
  • Mentor guidance – receiving feedback and practical advice from senior professionals in the ICCO network, which helped them refine their ideas and understand how a real brief would be handled in an agency context.
  • Applied learning – moving beyond classroom assignments to tackle a complex, socially relevant topic with real stakeholders and constraints.

The competition showed how students can be strong partners in rethinking the role of public relations in countering misinformation, not only by correcting falsehoods but also by building resilience and critical thinking before falsehoods spread.

FuturePR will return in 2026 with a new edition!

 

For more information, visit www.euprera.org/futurepr or contact education@euprera.org.

About FuturePR, EUPRERA and ICCO

FuturePR is an international student competition created to foster a long-term dialogue on the critical issues facing the public relations profession, with a particular focus on how current and future communication professionals can contribute to a more informed, less polarised public sphere.

EUPRERA (European Public Relations Education and Research Association) is an academic organisation that has been advancing public relations education and research since 1959. With over 500 members from more than 40 countries, EUPRERA supports cross-national research and education projects and hosts an annual congress to disseminate knowledge and innovation in public relations and strategic communication. The EUPRERA Education Network coordinates initiatives such as FuturePR to support innovative teaching and the integration of research into education.

ICCO (International Communications Consultancy Organisation) represents 41 PR associations across 82 countries, encompassing over 3,000 PR firms. ICCO is dedicated to raising standards in the PR industry and fostering innovation. Through events, educational opportunities, and global summits, ICCO connects professionals and nurtures talent at every stage of their careers.

 

Press release_FuturePR_2025_winners and summary

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