2025 EUPRERA Congress will be titled: “At the Intersection between Academia and Practice in Public Relations and Strategic Communication”.

HOST UNIVERSITY

The host university will be Lund University, in Sweden,  founded in 1666 and one of the world’s top 100 universities. The University has approximately 45,000 students and 8,600 staff based in Lund, Helsingborg, Malmö, and Ljungbyhed.

Lund University’s Department of Communication is one of the largest units in Europe dedicated to strategic communication and has more students, lecturers, and researchers than any other department in Sweden in the field of strategic communication and includes education and research in the closely related disciplines of media and communication studies and journalism.

THE THEME

The XXVI EUPRERA Congress invites academics, researchers, and professionals in the field of communication to an interdisciplinary discussion on public relations (PR) and strategic communication concerning the relationships between academia, practice, and impact.

The reality becomes increasingly fluid, complex, unpredictable, paradoxical, and full of tensions. Thus, integrating academia and practice is critical for addressing and dealing with complex, “wicked problems” and grand societal challenges. Collaboration between academia and practice may also be a solution to address the need for alternative or improved approaches to organising, leading, and communicating.

However, such collaboration is not without difficulties. A strong dualism differentiates practitioners from researchers, means from ends, and thought from actions. This dualism cements the distance between practice and research, reducing the possibilities for impact and change.

Further, knowledge co-production needs facilitation and does not happen by itself.

CALL FOR PAPERS 

The organisers of the EUPRERA congress in Lund welcome theoretical, empirical, and applied research on the congress theme and are looking forward to stimulating discussions in different thematic areas and an additional open track. Interested authors should submit short-length or fulllength papers or panel proposals in one of the track options. Abstract submissions will not be reviewed and will be automatically disqualified.

CONGRESS TRACKS

TRACK ONE: Strategic Communication and Societal Impact
TRACK TWO: Co-Creating Knowledge
TRACK THREE: Turning Critical Research into Practice
TRACK FOUR: The Future of Strategic Communication and Public Relations – Professionals in a digital and AI-driven World
OPEN TRACK
EDUCATION TRACK

THREE TYPES OF SUBMISSIONS ARE POSSIBLE:

1. Short-length paper (double-blind review).
2. Full-length research paper (double-blind review).
3. Panel proposal.

IMPORTANT DEADLINES

March 31 – Submission deadline
May 30 – Feedback to authors
June 30 – Full program released
August 25 – Submission of the final full paper

AWARDS

Five prizes are awarded yearly at the Congress. Our winners not only promote themselves and their institutions but their work celebrates the excellence and innovation in learning and research that EUPRERA stands for.
During the 2025 Congress the following recognitions will be awarded.
EUPRERA Annual Best Paper Awards
EUPRERA Best Reviewer
EUPRERA PhD Award for Excellent Doctoral Thesis
EUPRERA Master Thesis Award for Excellence

Deadline for applications: March 15, 2025.

CONTACT

www.euprera.org/congress2025

e-mail: congress2025@euprera.org

VENUE

AF-Borgen Sandgatan 2 223 50 Lund, Sweden www.afborgen.se

More info will be disclosed on the submission and registration platform, coming soon.

Read the Complete Call for Papers and contributions