Under the motto “New directions, new challenges”, the program of the 21st international PRO PR conference, which will be held next year at the Mona Plaza Hotel in Belgrade, has been announced. Mina Nazari from Iran, Dustin Chick from South Africa, Rafael Llopis from Spain, Alicia Matilda Lubrani from Italy, Natan Edelsburg from America, and Jonny Bentwood from Great Britain are just some of the names of 35 experts, lecturers, and panelists that participants will be able to hear in as part of the 21st PRO PR conference. The opening presentation will be given by Renna Markson, managing director of the world’s leading public relations association, PRCA (Public Relations and Communications Association). “For the entire 21st year, we have been focused on public relations experts. In the last decade, this industry is changing rapidly due to new technologies, creativity, and relations with the media. The industry is facing a new period of education and change related to artificial intelligence, which has been discussed at numerous conferences. We will touch on that topic, but we will focus on the new role and position of the public relations department through lectures and two panels, one called “Brands and public relations, directions” and “The Future of Media and PR: a recipe for a happy relationship”. As in previous years, more than 220 participants are expected at this conference, who are related to the topics of public relations. The PRO PR conference is unique in that it is held every year in a different country, region, or city. This is the fourth time that the conference has been held in Serbia. As part of the PRO PR conference, the PRO PR GLOBE Awards will traditionally be awarded.