Registration and Morning Coffee

The Ethical AI Revolution: Transforming Higher Education Communications
Join Manail as she leads a critical discussion on the ethical considerations surrounding the use of AI in communications within the higher education sector. This session will explore the intersection of AI technology and ethical principles in academia, examining key issues such as student data privacy, transparency in AI-driven processes, bias in admissions and grading algorithms, and institutional accountability. Through real-world examples and case studies from higher education, Manail will highlight the ethical dilemmas that communication and PR professionals may face when leveraging AI tools in universities and colleges. Gain practical insights and best practices for promoting ethical AI use, ensuring that your institution prioritizes fairness, inclusivity, and academic integrity.
Manail Anis Ahmed, Research Team Lead, Center for AI and Digital Policy & Visiting Professor, Princeton University

The Ongoing History of AI’s Impact on the Comms Industry - Real Talk on What’s Now and What’s Next
The internet is full of news articles, thought pieces and LinkedIn updates, all telling us about AI’s influence on everything. What’s missing is a real-time look at its true impact on the communications industry and what this means for how we do our jobs moving forward. Cam will cut through the jargon and share insights from the frontlines, including lessons from his time in the tech industry, how AI is helping Seneca’s comms team to work smarter, and predictions on future AI impacts for communications and PR professionals.
Cam Gordon, Director, Communications, Seneca Polytechnic

How AI is Changing Our Job and the Top Tools We Need to Know
AI is revolutionizing the role of communicators, offering new ways to enhance productivity, analyze data, and craft compelling content. In this session, we’ll dive into the top AI tools you need to know, from automation platforms to advanced data analytics, that are transforming the industry. Discover how AI can help you streamline tasks, gain valuable insights, and improve decision-making to stay competitive in an evolving landscape.
Nneka Logan, Director of Research & Outreach Public Relations & Advertising Division Coordinator, Virginia Tech

Networking and Refreshment Break

Navigating Media Relations in Permacrisis: Strategies for Success
In this session, join Dee, a seasoned media relations expert, as she unravels the intricate web of maintaining effective media relationships during times of permacrisis. With the modern world characterized by ongoing and interconnected crises, the role of media relations has never been more critical. Dee will share invaluable insights and strategies to help you adapt and thrive in this ever-evolving landscape. Explore the art of crafting a proactive and resilient media relations strategy that ensures your organization's message is heard, even in the midst of enduring permacrisis scenarios. Learn to build and nurture relationships with the media that foster trust and credibility, allowing you to effectively convey your organization's story and navigate the constant waves of challenges. Discover how to provide timely, accurate, and empathetic responses to media inquiries and stakeholder concerns, ensuring your brand remains resilient and respected. 
Dee Mostofi, AVP, University External Communications, Stanford University

Proactive Crisis Management: A University’s Blueprint for Readiness
In the world of crisis communications, one of the most consistent failures is the inability of communicators to be ready to respond at the very beginning of a crisis. The University of Georgia is aggressively changing that dynamic. In addition to significantly expanding training opportunities for its communicators, the university regularly convenes a working group of high-ranking administrators focused on crisis communications. This group has two mandates: anticipate issues and conduct need assessments before these issues become crises; and prepare after-action reviews of the response to crises that have already occurred. Since its founding in 2023, UGA’s Crisis Communications Readiness Working Group – which includes representatives from the President’s Office, Legal Affairs, Student Affairs, Public Safety and Marketing & Communications – has addressed a wide range of potential physical and reputational threats and has recommended a series of improvements to the university’s crisis communications procedures. This candid, cross-functional approach can serve as a model for complex organizations striving to be better prepared for the crises that will inevitably occur.
Greg Trevor, Associate Vice President for Marketing & Communications, University of Georgia

Lunch for Speakers and Delegates

Crisis Simulation: How Prepared is Your Team?
Put your crisis communication skills to the test in this interactive simulation. This session will challenge your team to respond to a rapidly unfolding crisis, assessing preparedness, decision-making, and communication strategies in real time. Gain valuable insights into your team’s strengths and areas for improvement, and leave with actionable steps to enhance your organization’s crisis readiness.
Dr. Carrie Phillips, Chief Communications and Marketing Officer, University of Arkansas at Little Rock

Building Bridges: Advancing Diversity and Inclusion in Higher Education Communications
This session will focus on best practices for building relationships with Indigenous partners and underrepresented groups to foster understanding and positive impact. Learn unforgettable lessons from working with underrepresented individuals and explore strategies for sharing collective experiences with other communicators to enhance their EDI efforts. Gain insights on how to translate feedback into thoughtful, actionable communication plans that drive inclusivity.
Clare Hamilton Eddy, Director, Media Relations, The University of British Columbia

Building Trust with Alumni and Donors Through Strategic Content
Effective storytelling creates strong emotional connections, fostering long-term trust and engagement with alumni and donors. This session will explore how to craft authentic narratives that resonate, highlighting organizational values and impact. Learn best practices for using storytelling to deepen relationships and inspire ongoing support from key stakeholders.
Andy Fuller, Executive Director of Brand Content, University of Notre Dame

Networking and Refreshment Break

Engaging External and Internal Stakeholders Through Authentic Stories
Authentic storytelling is key to building strong relationships with both external and internal stakeholders. In this session, discover how to craft compelling narratives that resonate across audiences, align with your organization’s mission, and foster engagement. Learn strategies for using stories to bridge gaps, enhance communication, and inspire trust from stakeholders at all levels.
Amanda Mott, Director of News and Media, University of Pennsylvania

Bridging the Gap: Effective Communication in Higher Education
In this talk, Aleksandra will explore the essential strategies for becoming an effective communicator within the realm of higher education. Drawing from her  unique experience working at the Duke School of Medicine while having a seat and access to the resources of the Duke Health Marketing department, she will share insights on how this dual role has improved communication and collaboration. Specifically, she will discuss how the Department of Head and Neck Surgery & Communication Sciences has benefited from this integrated approach, leading to improved outreach, better resource utilization, and stronger interdepartmental relationships.
Aleksandra Zabiran, Director of Marketing and Communications at Head and Neck Surgery & Communication Sciences Dept, Duke University

End of the Boot Camp