Also in Portuguese | July News

Every month, we will bring you the most relevant news in the corporate communication market in Portugal, presented by APCE – Portuguese Association of Corporate Communication. These are the highlights of July:

APCE promotes debate on PR and artificial intelligence

Artificial Intelligence (AI) still cannot replace humans in processes that imply decision in ethics, judgment, and contextual awareness. This is the result of a working group set up by the British Chartered Institute of Public Relations (CIPR) and presented at the APCE Challenges of AI in Public Relations conference to discuss the use of AI in Public Relations. The event was hosted by Alastair McCapra, CIPR CEO, who conducts the research work named #AIinPR. The group divided the AI tools currently available according to the Global Alliance framework, considering the degree of complexity of the technology. McCapra also addressed the findings of the CIPR State of the Profession 2019 study, especially the challenges for the profession and the discrepancies between the skills of senior communication professionals and what is sought when recruiting younger professionals.

European Communication Monitor 2019

APCE released the results of the European Communication Monitor 2019 to its members. Research has shown that communication professionals have little confidence in their profession, and there is more confidence in outside consultants, teachers, and organizational leaders than the professionals themselves. Similarly, it is expected that artificial intelligence will impact the profession, but 56% of professionals say it is still difficult to have the necessary skills to introduce this tool. The research explores trust in the PR profession, public trust in different advocates of the organization, the challenges of building trust and transparency, the most important strategic issues for the profession, Artificial Intelligence in communications, and the creation and content distribution. The European Communication Monitor 2019 is based on responses from over 2,500 communications professionals from 46 countries. Detailed analysis is available for 22 countries and different types of organizations (companies, non-profit organizations, governments, and agencies).

Communication and sustainability

APCE associate Sair da Casca has published eight videos with conversations with various communication professionals to understand what has changed in Portugal over the last 25 years regarding sustainability. The video series is part of the company’s 25th-anniversary celebrations. Several APCE members were part of the conversations,  accessible at Sair da Casca’s YouTube page.