How can local governments build a strong public image, maintain consistent communication and protect residents’ trust in a world where disinformation and artificial intelligence are playing an increasingly significant role?
At the special invitation of Poznań County, representatives of the Poznań Science and Technology Park (PPNT) conducted workshops for professionals responsible for communication and public relations in municipalities across the county.
The event, entitled “The Image of Municipalities and the County: Between Identity and Public Perception”, took place on 6 October 2026. It provided an opportunity to explore one of the key challenges facing local governments today: how to communicate effectively, credibly and consistently while preserving their distinct local identities.
PPNT’s invitation to lead the substantive part of the event was an opportunity to share the Park’s knowledge and experience in communication, image building and the challenges associated with emerging technologies.
The first session was led by Dominika Narożna, Prof. AMU, PhD, DSc, Member of the Board of the AMU Foundation, who delivered a lecture and facilitated a workshop entitled “One Story, Many Brands: How to Build a Shared Narrative for Local Governments.”
Participants explored how to combine the individual character and identity of each municipality with a shared narrative for the county. The discussion focused on achieving consistency in communication without losing the distinctive features of individual places and local communities.
The next session was led by Julia Wojciechowska and Krzysztof Wiśniewski from PPNT. Their expert discussion, “AI, Fake News and Trust: How Should Local Governments Communicate in an Age of Disinformation?”, addressed changes that are already affecting the way public institutions operate.
The discussion focused on information credibility, the mechanisms behind the creation and spread of false content, and the impact of artificial intelligence tools on communication. Particular attention was also given to the role of public institutions as reliable sources of information and the importance of consistently building public trust before a crisis occurs.
During the second workshop, “How Do Residents See Us? The Image of Municipalities and the County from the Residents’ Perspective”, participants examined communication from the audience’s point of view. They analysed the factors shaping public perceptions of local government and considered how to design communication that not only informs but is also clear, credible and responsive to residents’ needs.
For PPNT, cooperation with local governments provides an opportunity to apply specialist knowledge to the specific needs of public institutions and local communities. Such meetings are particularly valuable when they go beyond sharing knowledge and enable participants to compare insights with the practical experiences of those responsible for municipal communication on a daily basis.
We would like to thank Poznań County for the invitation and the trust placed in us. We are pleased that, as the Poznań Science and Technology Park, we can share our experience in areas where innovation also applies to communication, and where knowledge helps strengthen relationships between public institutions and residents.
FOT: PPNT and ANNA SKALSKA-MROZEK
