Registration and Morning Coffee
Navigating Ethical Frontiers: AI's Role in PR and Responsible Practice
Join Manail as she leads a crucial discussion on the ethical considerations surrounding the use of AI in PR. In this session, participants will explore the intersection of AI technology and ethical principles, examining key issues such as data privacy, transparency, bias mitigation, and algorithmic accountability. Through real-world examples and case studies, Manail will illuminate the ethical dilemmas that PR professionals may encounter when leveraging AI tools and strategies. Gain practical insights and best practices for promoting ethical AI use in PR, ensuring that your initiatives prioritize fairness, inclusivity, and integrity.
Manail Anis Ahmed, Research Team Lead, Center for AI and Digital Policy & Visiting Professor, Princeton University
From Enemy to Ally: AI in the “New” Newsroom
How can PR pros embrace the AI newsroom invasion? Join Ryan Brack, veteran of Meta and Google's communication teams, for ways you can evolve your strategy with AI. For media already challenged with publication closures and shrinking staffs, pressure to write for SEO, being scooped by citizen journalists, and a 24-hour news cycle, AI can be the saving grace that moves your role from mayhem to manageable. AI tools can enhance news gathering and content creation. Walk away with a better understanding of AI’s place in the modern newsroom.
Ryan Brack, Privacy Public Affairs Communications, Meta
Transforming Communications: A Case Study of Integrating AI into Pre-existing CommTech Strategy
Join us for an illuminating case study presented by PwC, where we delve into the journey of seamlessly integrating artificial intelligence into an established CommTech strategy. Since the announcement of a $1 billion investment last year, PwC has been at the forefront of innovation, leveraging AI to augment communication efforts. Beginning with the adoption of ChatPwC, a tool akin to ChatGPT, the journey evolved into a collaborative effort with PwC developers to craft three bespoke AI tools tailored for communication needs. Discover how these tools revolutionize campaign planning, communication scalability, and quality assurance, offering invaluable insights and lessons for organizations seeking to harness AI's transformative power in communications.
Megan Noel, Managing Director | US and Mexico Communications Leader at PwC
Lunch for Speakers and Delegates
Beyond ChatGPT: Unveiling AI Cheat Codes for Communication Professionals
Join Dana Schmidt as she takes us on a journey beyond the realm of ChatGPT, exploring the vast landscape of AI-supported tools that have become indispensable assets for communication professionals. While ChatGPT has garnered attention, Dana will shed light on five AI "cheat codes" that have empowered her and her team to maximize their impact in the field of communications. From productivity hacks to strategic insights, discover how these AI tools, whether sought out or embedded within existing subscriptions, have elevated their workflow and effectiveness. Gain valuable insights and actionable tips to leverage AI technologies effectively in your communication strategies, enabling you to work smarter, not harder, and achieve greater success in your PR endeavors.
Dana Schmidt, Chief Strategy Officer, Slice Communications
Harnessing the Power of AI: Essential Tools for Marketers and PR Professionals
In today's rapidly evolving digital landscape, artificial intelligence (AI) is revolutionizing marketing and public relations. Join Kristi for a dynamic session exploring cutting-edge AI tools that enhance your strategies, from predictive analytics and content creation to sentiment analysis and personalized engagement. Learn to identify and implement the most relevant AI tools, integrate them seamlessly into your campaigns, and leverage AI-driven insights to optimize performance. This session equips you with the knowledge to harness AI innovations and elevate your marketing and PR efforts to new heights.
Kristi Labrum, Global Communications Lead, Oracle
Navigating AI in Internal Communication: Strategies, Tools, and Considerations
In this session, explore the evolving landscape of AI in internal communication with our expert, who will provide an in-depth analysis of the tools, strategies, and considerations for leveraging this rapidly growing technology. From chatbots to sentiment analysis, participants will gain valuable insights into the various AI-powered solutions available for enhancing employee communications. Delve into the pros and cons of adopting AI in internal communication, understanding its potential to streamline processes, improve engagement, and foster a more connected workforce. Whether you're considering implementing AI or looking to optimize existing strategies, this session will equip you with the knowledge and resources needed to navigate the AI landscape effectively and harness its full potential for internal communication success.
Mark Dollins, President, North Star Communications Consulting
Creative Integration: AI in PR Campaigns
Explore how AI enhances creativity while staying human-centered. From the current state of AI to its integration into creative workflows, we'll navigate the journey from ideation to production. See AI tools in action, focusing on ideation and development. Join us to redefine creativity with AI.
Alexia Aidana, Director of Creative Technology, Edelman
Networking and Refreshment Break
DEI & AI: Navigating Opportunities and Challenges in Communication
Join Advita Patel as she leads a candid and insightful discussion on the intersection of diversity, equity, and inclusion (DEI) with artificial intelligence (AI) in communication. In this session, Advita will explore the potential of AI to both advance DEI goals and inadvertently perpetuate biases. Through honest dialogue and real-world examples, participants will gain a deeper understanding of how AI algorithms can impact various groups within organizations. Advita will navigate the opportunities and challenges presented by AI in promoting inclusive communication practices, providing practical strategies for leveraging innovation to foster a more equitable and diverse workplace.
Advita Patel, Director, Co-Founder, CommsRebel, A Leader Like Me
AI-Powered Audience Analysis: Leveraging Data Intelligence for Targeted Communication Strategies
Dive into the realm of AI-powered audience analysis and discover how data intelligence can revolutionize communication strategies in public relations. In this session, participants will explore advanced techniques for leveraging AI algorithms to analyze audience demographics, behavior patterns, and preferences with unprecedented precision. From social media listening to web analytics, learn how AI-driven insights can inform targeted messaging, content creation, and outreach efforts, enabling PR professionals to engage with their audience on a deeper level and achieve measurable results. Gain practical tips and strategies for harnessing the power of data intelligence to tailor communication strategies that resonate with specific audience segments and drive meaningful engagement and brand loyalty.
Dr. Alex Sévigny, PhD, APR, Pprofessor of Communications Management, McMaster University
End of Day One
AI-Powered Crisis Communication: Navigating Turbulent Times (A Full Day Workshop)
Part 1:
Understanding the New Complexity of Crises
- Dive into how social movements, geopolitics, and the concept of permacrisis impact crisis communication.
- Discussion on the necessity of evolving crisis communication strategies to manage complex and interconnected crises effectively.
Part 2:
Introduction to Artificial Intelligence in Crisis Management
- Overview of AI, its ethical implications, and potential in enhancing crisis management strategies.
- Emphasis on understanding the basics of machine learning and natural language processing.
Part 3:
AI Tools Across the Crisis Communication Cycle
- Detailed session on AI tools for planning, content creation, analysis, and reporting in crisis communication.
- Demonstrations of tools in action and their practical applications in managing crises.
Part 4:
Crafting Your AI-Enhanced Crisis Communication Plan
- Hands-on workshop guiding participants through developing a comprehensive crisis communication plan incorporating AI tools.
- Focus on identification of crisis scenarios, stakeholder communication, and strategic message crafting.
Part 5:
Crisis Simulation Exercise
- Engage in a simulated crisis scenario to test the developed crisis communication plans.
- This interactive exercise emphasizes real-time decision-making, digital platform monitoring, and the application of AI tools in crisis situations.
Abou Your Workshop Leader:
Philippe Borremans, your workshop leader, is an independent consultant with over 25 years of expertise in risk and crisis communication. He has worked with leading multinational corporations such as Volvo Group, Chanel, Mastercard Foundation, FedEx, Mars Group, Procter & Gamble, and Danone, providing practical advice, tailored training, and realistic simulation exercises to enhance their crisis communication capabilities.
In addition to his consultancy work, Philippe has collaborated with international bodies such as the World Health Organization, the European Union, and the West African Union on risk and emergency communication projects in the context of epidemics and natural disasters.
Before establishing his independent consultancy, Philippe spent a decade with IBM, focusing on corporate, crisis, and online communications, and gained early career experience at Porter Novelli International in Brussels.
As an educator, Philippe regularly shares his knowledge as a lecturer at European and North African universities and business schools. He is a sought-after speaker at industry conferences, discussing crisis communication and the impact of technology on public relations.
Philippe is the author of "Mastering Crisis Communication with ChatGPT; A Practical Guide," released in February 2023, and publishes the newsletter Wag The Dog, which provides insights into current trends in crisis, risk, and emergency communication.
