May 8

9.00-10.30, Sala dei 146
Alina Arti - University of Jyväskylä, Finland 
That's not a campaign, that is greenwashing! Exploring backlash against CSR communication
Corporate campaigns are increasingly suspected of different forms of “washing”, ranging from greenwashing to warwashing and femwashing, often leading to intense accusations of spreading misinformation. What can we learn from the contested “Fly Responsibly” Campaign of KLM that ended up in a lost lawsuit and public withdrawal of the campaign online? Based on recent research, it is evident that both the company and the activists used different persuasion tactics in their communication. But where did misinformation occur, and by whom? This lecture summarizes the events, lessons learned, tactics used and discusses how to best prepare for the washing-claims coming from stakeholders in the complex digital environment of today.

9.00-10.30, Room 603
Madeniyet Akhmetova - Kazakh Ablai Khan University of International Relations and World Languages, Kazakhstan
Intercultural Communication as the Theory of the Modern Paradigm of Foreign Language Education
Effective intercultural communication relies on understanding a foreign-language interlocutor’s culture, values, and national characteristics. Language is deeply connected to culture, and major cultural gaps make communication more challenging. This has led to the intercultural approach in language education, which incorporates cultural and historical perspectives to prepare individuals for diverse interactions. However, the definition of intercultural communication remains complex, as it takes into account both cultural and communicative aspects. This lecture will explore the role of intercultural communication in foreign language education, emphasizing the importance of understanding cultural values and national characteristics for effective communication. Students will learn how cultural and historical aspects shape language learning and discuss the intercultural approach as a key teaching methodology.

9.00-10.30, Room 212
Tally Katz-Gerro - University of Haifa, Israel
Digital cultural participation, cultural policies, and social inequalities in Europe
This lecture will focus on four key themes: Diversification of Europeans’ Digital Cultural Participation; Socio-Digital Inequalities in Europe; Media Use and Information Society; and the digital divide in contemporary Europe.  It will present the results from the Horizon 2020-2024 INVENT project, which examined the cultural and social preconditions for the strategic goals for the New EU Agenda for Culture. It will explore the “social turn” in cultural policies, analyzing how globalization, integration and migration, the digital revolution, and rising social inequalities shape cultural participation.  Through data analysis and discussion, the lecture will highlight intersections between intercultural communication, sociology of media, and information technology. 

9.00-10.30, Room 216
Rafael Vega Jimenez - Centro Universitario EUSA, Spain
The best way to reach your audience: go where they are
Communication (in its many forms) has been changing recently, not only in the way that we produce content but also in how it is received. One of the main reasons is the change in consumption habits. Now, brands, companies, and media outlets need to know where their public is to try to catch their attention and to have a better reach. This lecture will analyze these new ways to reach public targets, for example, through WhatsApp channels, groups, and communities, with some case studies.

10.30-12.00, Aula Seminari
Rainer Zeichhardt - BSP Business & Law School, Germany
Digital leadership, media and power in the digital age
Leadership is changing fundamentally in the digital age: leaders have to deal with artificial intelligence, they work in remote and hybrid settings and act as social CEOs by using social media. Technological development and new media change power in organizations. Leadership is not only based on legitimate power, but digital leaders also act as influencers using their personal brand and are able to use media for subtill influence. In this lecture we will dive into the challenges of leaders in the digital age and discuss how power has changed by social media and AI. We will work out modern leadership roles like remote and social CEOs, Chief Digital Officers and Business Punks.

10.30-12.00, Sala dei 146
Han de Looper - The Hague University of Applied Sciences, The Netherlands
Visual Language in Crisis Communication
In any crisis, from natural disasters to terrorism, clear and unambiguous information is essential: affected audiences need warnings and instructions, first responders need to quickly make sense of a situation and establish functional collaboration, and the general public needs to be informed. While verbal and written communication play a key role, visual language is increasingly valued as it is easy to process and remember, is universally effective in multi-language situations and is essential for those who are not or not yet proficient in written language. This lecture will explore key theories of visual language in crisis messaging, analyze real-life examples, and guide students in creating their own visual crisis messages. Students are encouraged to engage with crisis scenarios using imagination and creativity.

10.30-12.00, Room 603
Asma Abbas - Bard College and Al Akhawayn University, USA and Morocco
Trust, Truth, and Translation: Rebuilding Human Relations and Collectivity in a Digital World
Bringing together the experience of the post-pandemic classroom and institutions, this lecture tries to outline the challenges of human relations and engagement in an era characterized by the lack of time and attention, the abundance of visual images and the lack of personal voice in AI-driven communications and neoliberal individualism. This context has created a situation where all our senses seem to be harnessed without bringing us closer to understanding each other. What tools do we have to restore or rebuild relation and connection beyond instrumental and transactional rationality in today's times? How can we imagine collective projects in the world today with the lack of emotional translatability that has happened alongside the homogenising project of global capitalism?

10.30-12.00, Room 212
Daniel Hilleberg - Zealand (Sjællands Erhvervsakademi), Denmark
Visual Branding and Emotional Responses: Introducing the VERT Test
This lecture introduces VERT (Visual Emotional Response Test), a practical method developed by the The Visual Color Project to analyze how visual elements - such as branding, design, and marketing materials - are perceived and evaluated by audiences. VERT is an intuitive, structured method for testing immediate visual reactions to brands, advertising, product design, and marketing content. By bridging intuition and data, VERT simplifies user testing, and provides a structured approach to evaluating perceptions, emotional impact, and branding effectiveness. Students will learn how to test audience reactions to visual content, to gain insights into brand perception, emotional response, and effectiveness.

10.30-12.00, Room 213
Mats Heide - Lund University, Department of Communication, Sweden
Service Logic: the Key to Strategic Listening
Organizational listening can lead to positive outcomes, such as trust, engagement, psychological safety and productivity. Despite its importance in strategic communication theories, professionals often ignore practicing two-way, symmetrical communication. This lecture will argue for a new understanding of why organizational listening is often overlooked as a strategic issue by integrating insights from service management and strategic communication. It will be proposed a paradigm shift in strategic communication research and practice from goods logic to service logic. Goods logic assumes that value is created internally in organizations and is embedded in the service or product. In contrast, the service logic assumes that value is created externally when stakeholders use a service or product. These logics represent both management perspectives and research approaches but differ fundamentally in how they define and generate value.

10.30-12.00, Room 216
Ingmar Proot - Howest University of Applied Sciences, Belgium
How can media engage younger audiences with news through AR and immersive content?
This lecture will explore how media companies can adapt to the changing news consumption habits of the Gen Z. Media companies struggle to engage Gen Z, who are moving away from traditional news sources and consuming information passively through social media like TikTok, Instagram, and YouTube. To stay relevant, media companies are adapting content to fit these platforms, using immersive formats such as AR filters and short-form videos. The challenge lies in balancing innovation with practical, resource-efficient strategies while ensuring financial sustainability. By embracing these changes, media can maintain a strong connection with Gen Z and keep news relevant in a fast-paced digital world.

12.00-13.30, Aula Seminari
Zeynep Aksoy - Izmir University of Economics, Türkiye
Cultural Intelligence: Effective Communication in a Diverse World
Intercultural communication training emphasizes the importance of building cross-cultural relationships and expanding communication strategies to effectively engage with individuals from diverse backgrounds. This lecture will explore the key components of Cultural Intelligence (CQ), including cognitive, metacognitive, motivational, and behavioral aspects. Students will develop self-awareness by recognizing their cultural biases and their impact on communication, gain an understanding of cultural differences in values and communication styles, and learn to overcome barriers like stereotyping, prejudice and discrimination. They will also explore Diversity and Inclusion concepts and explore practical strategies to improve motivational and behavioral aspects of cultural intelligence.

12.00-13.30, Sala dei 146
Zéhira Karoui and Hamza Bouketir - University Constantine 1 Mentouri Brothers, Algeria
The semantic value of the Constantinian Malouf: The song of "El Bougi" as a model
This lecture will present a sociolinguistic study of one of the most important types of music in Algeria, Malouf Constantine, which is an integral part of Algerian cultural heritage. Focusing on the song El Bougi, a widely recognized piece in Eastern Algeria, especially in the city of Constantine, the lecture analyzes its semantic and expressive values. The song tells a tragic love story between a poor young man named Djaballah and a wealthy married woman named Nejma and reflects the cultural and social life of the city. Through a translation into Italian and English, the aim of this lecture is to stimulate discussion and promote cultural exchange across the Mediterranean.

12.00-13.30, Room 603
Chaseten Remillard - Royal Roads University, Canada
The Intelligent Pitch: (Ethically) Using AI to Create Powerful PR and Marketing Pitches
A pitch is a concise persuasive presentation designed to sell ideas, secure clients, or promote a campaign. Mastering pitch design and delivery is essential in public relations, marketing and business communications, and AI can enhance pitches by making them more data-driven, personalized, and impactful. The lecture will cover four key areas: storytelling, where AI helps to develop customer-focused stories; effective design principles, to ethically use AI tools to optimize designs; research and personalization, for research and competitor comparisons to tailor pitches for specific audiences and contexts; and pitch delivery, integrating AI tools for rehearsal and question preparation. By the end of the lecture, students will gain skills in pitch design and delivery, familiarity with AI tools to enhance their pitches, and insights into ethical AI applications.

12.00-13.30, Room 212
Karen Leys - Thomas More University, Belgium
Understanding Motivation and How to Inspire Others in the Workplace
This lecture will explore how managers can effectively motivate their employees in the workplace. Motivation drives human behavior and influences effort, persistence and goal achievement. It can be intrinsic, i.e. resulting from personal growth and passion, or extrinsic, i.e. driven by external rewards such as salary or recognition. Psychological theories such as Maslow’s Hierarchy of Needs, Herzberg’s Two-Factor Theory, and Self-Determination Theory shed light on what motivates people. In the workplace, effective leadership through coaching, with clear goals, feedback, and development opportunities can increase motivation and engagement. Moreover, financial and non-financial incentives also play a key role. However, they should be carefully designed to align with employees' values and long-term motivation rather than just short-term performance gains.

12.00-13.30, Room 213
Robrecht Van Goolen - UC Leuven-Limburg, Belgium
Innovation and entrepreneurship 
In this lecture, students will get insights and knowledge about innovation and entrepreneurship. By introduction of brainstorming tools and exercises, they will change their innovation mindset and entrepreneurial attitude and will be able to tackle real-life business problems (within SMEs) by the appropriate tools.

13.30-15.00, Aula Seminari
Rudiger Theilmann - Leeds Beckett University, UK
Creativity in PR: what does it mean, how to be creative and why the use of artificial intelligence needs a creative mind
Creativity is an essential factor for the success of public relations campaigns in achieving their goals. In this lecture the concept of creativity and creative processes are ‘decoded’ and applied to the practice of public relations - what makes public relations campaigns seen as ‘creative’? Having an understanding of ‘creativity’ will enable students to develop inspirational public relations campaigns which audiences cannot get enough of. Or in the words of the painter Picasso: ‘Learn the rules like a pro, so you can break them like an artist’. The lecture also discusses how artificial intelligence (AI) can assist public relations professionals in the creative process but why AI cannot replace them.

13.30-15.00, Sala dei 146
Diederik Brink - The Hague University of Applied Sciences, The Netherlands
How to protect your brand reputation during a crisis
In this lecture, students will learn basic and advanced techniques on how to deal with a crisis affecting the reputation of their company or brand. Based on theoretical models and real-world examples, students will practice key skills. The lecture will focus on practical aspects that can be directly used in further studies or at the workplace.

13.30-15.00, Room 603
Susanan Santos - IPAM - Porto, Portugal
Innovative Learning: Shaping the Future of Marketing and Communication through Challenge-Based Education
This lecture will present an interdisciplinary project linked to the design and launch of food products inspired by Portuguese cultural identity. It delves into several aspects such as strategic thinking, creativity, communication skills, entrepreneurial mindset, market research, product design and sustainability considerations. The lecture will highlight how innovative learning and challenge-based education that combines theory and practice can prepare for real-world challenges in marketing, product management and strategic communication.

13.30-15.00, Room 212
Mette Gro Sejersen - Zealand (Sjællands Erhvervsakademi), Denmark
Storytelling as a Strategic Tool in Corporate Communication
This lecture will explore storytelling in marketing and corporate communication, linking it to consumer psychology, marketing, intercultural communication and AI. It will also present the strategy used by VisitDenmark to market the country as a case study and employ several interactive activities to engage the students.

13.30-15.00, Room 213
Lu Yi Xiao Nilsson - Lund University, Sweden
How to Think and Communicate Like an Interculturally Competent Person in Today’s World
This lecture will introduce the concept of intercultural competence and its evolution from a “list model of core characteristics” to a “structural model” that better captures current complex global realities. It will examine how intercultural competence has adapted to an era defined by volatility, uncertainty, complexity, and ambiguity. This lecture will explore the latest developments in intercultural competence, focusing on analytical tools rather than prescriptive guidelines. Key topics include identity in cross-cultural encounters, how to become an eloquent intercultural speaker and mediator, how to third-person perspective to become a stronger intercultural communicator, and the impact of AI and virtual interactions on cross-cultural communication.

15.00-16.30, Sala dei 146
Nedka Dimitrova - Varna University of Management, Bulgaria
Understanding cultural differences in intercultural communication
This lecture will explore the key cultural dimensions that impact intercultural communication, focusing on Individualist-Collectivist values, High and Low-context cultures, and communication barriers, while presenting practical strategies to overcome them. Through interactive activities, students will analyze verbal and non-verbal communication behaviors in their own culture, discuss real-life scenarios that highlight communication challenges, and reflect in small groups on cultural traits and barriers. Students will also explore and visualize data to understand the relationship between cultural dimensions and communication styles. The lecture will conclude with practical advice for successful intercultural communication.

15.00-16.30, Room 603
Teela Clayton - Leeds Beckett University, UK
Ethics in a post-truth society
In an era where fake news spreads faster than facts and social media amplify the loudest voices, companies are called to navigate the post-truth society while maintaining ethical integrity. This lecture will explore how companies can navigate the murky waters of misinformation, polarized opinions, and digital manipulation. Through case studies—ranging from greenwashing to scandals like Facebook-Cambridge Analytica and the 2020 Italian election campaign manipulation — businesses must now consider the ethical implications of their digital footprints more than ever. The lecture will analyze case studies around UK, Europe, and across the world where brands either crushed or thrived in the face of ethical crises, exploring strategies that speak to today’s skeptical, hyper-informed audience. Students will gain insights into crafting bold, transparent, and authentically responsible communication strategies in a world where truth is increasingly up for debate.

15.00-16.30, Room 212
Heini Taiminen - University of Jyväskylä, Finland
Social marketing: How to make more effective communication to change people’s behaviors for better
This lecture will explore how social marketing applies marketing principles and behavioral science to drive positive societal change. This lecture will introduce the fundamentals of social marketing, its core principles, and how it can also be used to create more effective communication strategies that drive meaningful change. Social marketing aims to influence real behaviors by understanding people's motivations and barriers to change not just to create awareness or shift in attitudes. Key topics include customer-centric communication, the effectiveness of influencing behavior over attitudes, and the creation of compelling value propositions to drive positive action. By the end of this lecture, students will have a deeper understanding of how social marketing can be a powerful tool for creating positive societal impact.

15.00-16.30, Room 213
Pieter de Vos - The Hague University of Applied Sciences (THUAS), The Netherlands
Cultural Intelligence: Understanding Trompenaars’ Theory
This lecture will explore the cultural dimensions developed by Fons Trompenaars and the impact of cultural awareness on international business, management, and collaboration. Students will learn how cultural differences shape leadership, teamwork, and communication, gaining practical strategies to navigate global work environments. Key topics include Trompenaars' seven cultural dimensions, comparisons with Hofstede’s model, and real-world applications. The lecture will include interactive discussions and case studies to enhance cultural awareness, self-reflection, and professional adaptability. This lecture will equip students with the tools to navigate the complexities of international work environments.