The XXXVI conference of the Association for the PR and Promotion of Polish Universities “PRom” was held at the Silesian University of Technology in Gliwice on 2-5 June 2024. The event included a science diplomacy team meeting, funded by European Funds for Social Development.

The event was an opportunity to share experiences and knowledge, as well as an opportunity to build relationships and cooperation between academics and practitioners in the field of public relations, communication and promotion.

The theme of the conference was: "Trends. Technologies. Tactics. Conversations on Communication in the European City of Science Katowice'.

During the conference with the participation of representatives of the Ministry, the academic community and institutions supporting the development of science and education, the key aspects of promoting Polish science in the country and abroad and challenges related to the internationalisation of higher education were discussed.

During the opening panel entitled. ‘Creating the image of universities and science in the digital era - promoting Polish universities internationally’, interesting and inspiring discussions were held.

The Secretary of State at the Ministry of Science and Higher Education, Professor Marek Gzik, pointed out that the role of the state in promoting education and science is invaluable. He recalled the increase in expenditure on science to 38 billion PLN, which creates new opportunities for the development of research and international cooperation. However, he pointed to the need for a better internationalisation strategy, as the current level of recognition of Polish science in the world is unsatisfactory. In his opinion, Poland should become more actively involved in prestigious international research projects and improve its visibility in Europe and the world.

The Rector of the Silesian University of Technology, Prof. Arkadiusz Mężyk, emphasised that in the current reality it is extremely important for young people to see the value in studying at universities. He also pointed out the importance of creating research consortia - an example is the cooperation of seven universities that work together for the development of the region and the city. He identified internationalisation as a key element of the higher education development strategy.

Promotion expert Edyta Lachowicz-Santos spoke of the need to develop a coherent communication strategy based on a clearly defined mission, objectives and differentiators - both in a European and non-European context. She drew attention to the importance of adequate funding, the courage to introduce changes, as well as involving professionals and relying on analyses (e.g. SWOT). She pointed to Katowice as an example of successful promotion within the European City of Science.

In turn, NAWA director Dr Dawid Kostecki emphasised the need to diversify the communication strategy in terms of target groups - both thematically and linguistically. He also highlighted the lack of alumni-ambassador programmes (e.g. NAWA), which could actively promote Polish universities abroad.

Undersecretary of State at the Ministry of Science and Higher Education Prof. Andrzej Szeptycki emphasised that science and international academic cooperation should support Poland's key interests, such as security, prosperity, economic development and international position. In his view, the education and science system should actively contribute to these goals.

Dr D. Kostecki mentioned the existence of three brands promoting Poland, emphasising the need for their better coordination and adaptation of marketing tools to specific markets and audience groups. It is also important to find a niche - areas in which Poland has a competitive advantage - and to develop an interesting and understandable educational offer.

Conclusions:

• A coherent internationalisation strategy is needed;
• Promotion of science is a process that requires a synergy of activities;
• It is important to professionalise communication and be open to international cooperation.

The conference highlighted the importance of a long-term strategy for the promotion and internationalisation of science, based on cooperation, diversity of communication tools and full involvement of the academic community. Recognition of Polish science requires consistent promotional activities, presence on the international arena and synergy between educational policy and the interests of the state.