Registration and Morning Coffee
The Biggest Reputation Risks of 2025: What Every Organization Needs to Know
As political division, social turmoil, and polarization continue to shape the global landscape, organizations must prepare for the reputation risks that accompany these shifts. In this session, we will delve into the specific threats that political unrest and polarized environments pose to your organization’s reputation in 2025. We’ll explore how to identify and manage the risk of backlash from different stakeholder groups, navigate the challenges of taking a stance on divisive issues, and address the impact of social media amplification during crises. Learn how to develop a crisis communications plan that accounts for political volatility, ensuring that your organization can protect its reputation and maintain trust across an increasingly fragmented public sphere.
Nicky McHugh, Global Head of Reputation and Crisis, Schneider Electric
Crisis Communications in 2025: The New Skills Every Communicator Must Master
As we move into 2025, crisis communication professionals must adapt to an increasingly complex and polarized environment. In this session, we’ll explore the new skills every communicator needs to master, including how to navigate political division, manage reputational risks in a polarized society, and maintain trust during turbulent times. Learn how to effectively leverage AI tools, engage with social media in real-time, and craft messages that resonate with diverse audiences while balancing transparency and discretion. We will also cover how to anticipate emerging threats, build resilience, and ensure your organization’s voice remains authoritative and credible amidst intense public scrutiny. This session will help you equip yourself with the competencies needed to lead communications in 2025 and beyond.
Amanda Coffee, Former Senior Comms Leader at Under Armour, PayPal, and eBay | PRWeek 40 Under 40 2024
Deepfakes and AI in Crisis Management: Update Your Crisis Plan Now
AI is transforming crisis communications, and deepfakes are rapidly emerging as a powerful tool for disinformation, threatening trust, reputations, and crisis response efforts. In this session, Simon Paterson MBE, a leading expert in countering disinformation, will break down the evolving risks posed by AI-driven deepfakes and how you can detect, respond to, and mitigate their impact. You’ll learn how to integrate deepfake scenarios into your crisis plan, strengthen digital resilience, and recognize key warning signs of AI-driven manipulation—ensuring your organization is prepared for this new era of misinformation.
Simon Paterson MBE, U.S. Head of Counter Disinformation, Edelman
Lunch for Speakers and Delegates
Crisis Communications in a Polarized World: Building a Scenario Plan for Every Outcome
In today's highly polarized society, crisis communications is more challenging than ever. This session will dive into the art and science of crafting a comprehensive crisis communications plan that anticipates a variety of polarized responses, stakeholders' reactions, and the need for evolving narratives. Attendees will learn how to create adaptable scenario plans that address both internal and external dynamics. You’ll walk away with actionable strategies to assess risks, develop clear messaging frameworks, and prepare for even the most unpredictable scenarios.
Bailey Williams, Manager, Global Crisis Communications, McDonald's
When Politics and Business Collide: Navigating Crisis in a Polarized World
In today’s polarized landscape, your brand can find itself at the center of political and social debates—whether you planned for it or not. How do you respond effectively without alienating key stakeholders? In this session, Lauren Gray will guide you through strategies for managing crises at the intersection of business and politics. You'll learn how to assess risks, craft messaging that aligns with your values, and navigate public scrutiny while maintaining trust and credibility. Be prepared to tackle tough conversations, make informed decisions, and lead with authenticity in an era of heightened expectations.
Lauren Gray, Senior Vice President, Communications & Brand, Human Rights Campaign
Controlling the Narrative in a Crisis: Managing Media Relations Under Scrutiny
In times of crisis, the media plays a pivotal role in shaping public perception. This session will provide practical strategies for handling media relations when your organization is under intense scrutiny. Learn how to craft key messages that protect your reputation, stay ahead of the story, and control the narrative. We’ll explore the importance of transparency, responsiveness, and consistency in communication, as well as how to engage with different media channels effectively. Gain insights into handling tough questions, managing media inquiries, and ensuring that your organization’s voice remains authoritative and credible amidst the chaos of a crisis.
Kelly A. Nantel, Director, Global Media Relations, Amazon
Mastering Media Relations in Times of Permacrisis: Proven Strategies for Success
In this session, join Dee Mostofi, a seasoned media relations expert, as she navigates the complexities of managing media relations in the era of permacrisis. In a world increasingly defined by constant, interconnected challenges, maintaining strong media relationships is more crucial than ever. Dee will offer actionable strategies to help you stay ahead in this ever-changing environment, empowering you to shape and maintain a proactive, resilient media strategy.
Learn how to effectively build and nurture media relationships that foster trust, credibility, and long-term collaboration, ensuring your organization’s voice is heard amidst ongoing crises. Explore the key techniques for providing timely, accurate, and empathetic responses to media inquiries and stakeholder concerns, safeguarding your brand’s reputation while effectively communicating your story.
Dee Mostofi, AVP, University External Communications, Stanford University
The Role of Purpose in Crisis Communication: Building Trust and Credibility During Turbulent Times
In times of crisis, organizations are not just judged by their actions, but by their purpose. This session will explore how a strong, clear purpose can be a powerful tool in maintaining trust and credibility when facing turbulent situations. We’ll discuss how to align crisis communication strategies with your organization’s core values, ensuring that your responses are authentic, consistent, and resonate with key stakeholders. Learn how to navigate difficult decisions with purpose-driven messaging that fosters resilience and strengthens public trust, even in the most challenging times. By integrating purpose into your crisis communication plan, you can protect your brand’s reputation and build long-term credibility with your audiences.
Nicole Wise, Chief Communications Officer, Yale School of Medicine
Bridging the Gap: Effective Collaboration Between Crisis Communicators and Legal Teams
In high-stakes crises, you must align with legal teams to protect your company’s reputation while mitigating risk—but that collaboration isn’t always seamless. How can you work effectively with legal counsel to ensure messaging is both strategic and compliant? In this session, Christina Frantom will share practical strategies to break down silos, streamline decision-making, and craft messages that serve both legal and reputational needs. You’ll learn how to navigate the tension between transparency and legal constraints, helping you respond with confidence when it matters most.
Christina Frantom, Internal Communications Lead, Mercedes-Benz U.S. International, Inc.
End of Day One
AI-Powered Crisis Communication Workshop: Navigating Turbulent Times
Understanding the New Crisis Landscape
Learn how modern crises are shaped by interconnected forces including social movements, geopolitical shifts, and ongoing global challenges. Explore why traditional crisis communication approaches need evolution to address these complex, overlapping challenges effectively.
The AI Revolution in Crisis and emergency Communication Management
Discover the fundamentals of artificial intelligence and its transformative role in crisis management. Examine ethical considerations while gaining practical knowledge of Large Language Model (LLM) and generative AI applications in communication.
Leveraging AI Across Crisis Communications
Experience hands-on demonstrations of AI tools that enhance crisis planning, content development, analysis, and reporting. Learn practical applications through real-world case studies and examples.
Lunch for Speakers and Delegates
Building Your AI-Enhanced Response Strategy
Develop a comprehensive crisis communication plan with AI tools. Work through exercises to identify potential crisis scenarios, map stakeholder communications, and craft strategic messaging frameworks.
Networking and Refreshment Break
Crisis Simulation
Put your new skills to the test in an immersive crisis scenario. Practice real-time decision-making, role-playing, and apply AI tools to manage an evolving situation. Receive expert feedback and strategic insights to enhance your crisis response capabilities.
Debrief and Action Planning
Reflect on key learnings and develop concrete steps to implement AI-enhanced crisis communication strategies within your organization.
End of Workshop
About Your Workshop Leader:
Philippe Borremans is an independent consultant with over 25 years of experience in risk, emergency and crisis communication. He has worked with leading multinationals such as the Volvo Group, the Mastercard Foundation, FedEx, and Danone, helping them to improve their crisis communication with practical advice, customised training, and realistic simulation exercises.
In addition to his consultancy work, Philippe has worked with international organisations such as the World Health Organization, the European Union, and the West African Union on risk and emergency communication projects related to epidemics and natural hazards.
Before starting his own consultancy, Philippe spent a decade at IBM, where he focused on corporate, crisis, and online communications, and gained his first professional 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, where he talks about crisis and emergency communication and the impact of Artificial Intelligence.
Philippe is the author of "Mastering Crisis Communication with ChatGPT; A Practical Guide", and edits the newsletter Wag The Dog, which provides insights into current trends in crisis, risk, and emergency communication.
