On October 21–23, the Promotion Office of the University of Zielona Góra and Academic Radio Index organized the 1st National Forum of Academic Media and Promotion. The debut edition was held under the theme “Intelligent Media: How AI Is Changing Radio and the Popularization of Science,” combining traditional forms of communication with new technologies. The program featured inspiring lectures, practical workshops, and expert discussions. We thank everyone for the valuable exchange of experiences and best practices!
Staff members from promotion departments of universities and academic media outlets from across Poland gathered in Zielona Góra to discuss how their work in the creative and media industries is changing, as well as how science communication is evolving in the age of the Internet and, above all, artificial intelligence. A group of second-year journalism and social communication students, as well as first-year students of journalism and new media from UZ, joined us for two of the lectures. Topics addressed during the conference included effectively reaching broad audiences with scientific content, creating engaging material for both traditional and digital media, and counteracting disinformation.
Day 1 – The Promotional and Media Landscape at Different Universities
The conference was opened by Vice-Rector for Research and International Cooperation, Prof. Justyna Patalas-Maliszewska, together with the Director of the UZ Promotion Office, Małgorzata Ratajczak-Gulba, and the Editor-in-Chief of UZ Academic Media, Marcin Grzegorski. University representatives and event organizers welcomed guests, wishing them a pleasant stay in Zielona Góra and a fruitful experience with the forum’s program. The first opportunity for exchange was a meeting during which participants spoke about their work and shared insights. These conversations allowed us to learn about the challenges similar units face at other universities, as well as the successes and stable solutions they have developed.
Day 2 – To Be Excited or Afraid of AI? That Is the Question
The second day featured three engaging presentations. An intriguing and apt introduction to the program was a lecture titled “Higher Education in the Age of AI: From Science Communication to University Promotion,” in which Dr. Katarzyna Bartosiak from the Institute of Philosophy at UZ outlined the development of AI. We learned about facts, predictions, risks, concerns, advantages, and disadvantages related to AI in creative and scientific work. These changes are already affecting the entire education sector—students, lecturers, media, and promotion alike. Dr. Bartosiak emphasized the necessity of collaborating with AI and building so-called “co-intelligence,” meaning the combination of our own competencies with the thoughtful use of AI tools. These tools provide us with almost superhuman abilities, such as rapid data collection and analysis or the ability to draw from an enormous range of knowledge. She also warned that AI-generated information must always be verified—AI is not designed to tell the truth but to satisfy the user, meaning errors and inaccuracies are inevitable.
Next, the discussion naturally shifted toward verifying sources and resisting false information, the focus of the lecture by Prof. Paweł Walczak from the Institute of Philosophy at UZ: “How to Fight Fake News and Scientific Disinformation in Social Media and Beyond?” Prof. Walczak stressed the importance of abandoning hostile battles against opposing views in favor of constructive discussion, understanding the other side, and cultivating critical thinking. Key steps include analysis, reasonable evaluation of information, checking multiple sources, viewing issues from different perspectives, and drawing logical conclusions. We should neither close ourselves off from the world nor allow ourselves to be manipulated. For marketers and journalists, it is equally important to communicate credibly and in line with facts. A worrying trend he highlighted is society’s growing distrust of scientists: they are losing the status of authorities, and their mistakes—natural and necessary for progress—are judged harshly. This creates an urgent need to build a trustworthy and expert image of universities and researchers in an accessible manner.
After this dose of knowledge, it was time for a short excursion. Participants visited the headquarters of UZ Academic Media, where they saw, among other things, the work environment of a television and radio studio.
The last lecture of the day was given by Dr. Eng. Natalia Schmidt-Polończyk (known as @doktorka_tutorka) from the AGH University of Kraków. In her talk “The Role of Podcasts in Promoting Science,” she discussed podcasting as a tool for science communication, drawing on her experience as host of Bunkier Nauki. Interestingly, AI has not been used in producing this popular podcast—every stage of production is handled entirely by humans. She emphasized that to reach wide audiences effectively, science must be communicated in a relaxed, accessible, and straightforward manner. Topic selection should follow current events, trends, and research, and the internet offers countless sources of inspiration and contacts. She also encouraged helping researchers step out of the shadows and appear in media: their expertise, translated into clear language, can play a crucial role in educating society and motivating young people to pursue further learning.
Day 3 – Science Promotion and Media Work in the Age of the Internet and Online Communication
Camera, lights, action—the final day began with a lecture on creating impactful videos. In his talk, “The Art of Video Creation: Research, Recording, Editing, and Publication,” Denis Marciniak (UZ alumnus and experienced video creator) shared valuable tips for every stage of production. We learned both the basics, such as proper recording conditions, and more advanced methods, such as using AI as an assistant in video production. As Marciniak pointed out, AI does not have to take over creative tasks (especially since it often performs them differently than intended); instead, it can streamline repetitive tasks, gather and analyze data, and optimize content for search engines. Video has been dominating online media for years and will undoubtedly remain key in the future. With well-edited, high-quality, engaging videos, it is possible to reach diverse target audiences, including those interested in science and education.
The conference concluded with two workshops held in small groups. The first, “Science Is Fantastic—But How Do We Show It? From Idea to Event,” was led by Waldemar Gruszczyński from the Institute of German Philology at UZ. Drawing from his experience with the Zielona Góra Fantasy Club Ad Astra, he discussed the practical aspects of organizing scientific events and the important role of cooperation between universities and NGOs in promoting science. Such events attract a diverse audience, making it possible to reach many different groups by involving researchers from various fields in expert presentations. This creates an effective and non-intrusive form of promoting science through entertainment and audience-tailored topics. Moreover, as recent observations show, people are increasingly oversaturated with the online world and are seeking offline experiences, which further boosts the success of such events.
The second workshop taught participants how to improve diction, pronunciation, and fluent speaking—skills essential in presentations, lectures, media work, and teaching. In his talk “Clearly, Confidently, Naturally – Diction in the Service of Communication,” Artur Beling from UZ Academic Media shared useful techniques and exercises, pointed out common mistakes, and explained how to eliminate them. As participants learned, mastering effective communication boosts confidence in public speaking, and the quality of these presentations strongly influences how audiences perceive them. Beling emphasized that everything can be improved with practice and the right attitude. A good presentation and fluent speech have a powerful persuasive effect—fundamental to effective marketing.
Time for a Summary
The 1st National Forum of Academic Media and Promotion ended with satisfaction from both participants and organizers, encouraging everyone to continue this kind of meeting in the future. Such events broaden horizons, inspire new ideas, foster the exchange of perspectives, and promote the discovery of new solutions—as well as strengthen professional networking. They also enable inter-university cooperation, supporting shared efforts in the development of science and higher education.
Returning to the event’s core theme, we may ask ourselves: How significantly will AI impact our lives and work? Is AI a force for the future, or a looming challenge? Can we keep pace with its development? Will we allow it to replace us, or will we use it merely as a supplementary tool? We must determine how deeply we want AI integrated into our lives, how to use it beneficially, and which actions align with our values. This is the reflection we leave with every participant of the conference.
Patron: Minister of Science and Higher Education, Ministry of Science and Higher Education
Organizers: University of Zielona Góra Promotion Office, Academic Radio Index
The project is financed by the Minister of Science and Higher Education.
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