This November in Toronto, join over 150 of the boldest, bravest minds in PR and communications for the 10th edition of the Global PR Summit Canada. Two unmissable days. 30+ expert speakers. One critical goal: to redefine the role of communicators in an era that no longer plays by the old rules.
This isn’t just another conference. It’s a strategic war room for communicators on the frontlines of change.
With over 30 influential speakers, the Global PR Summit Canada 10 brings together leading voices from Pfizer, IBM, United Airlines, USA Gymnastics, Wealthsimple, Manulife, Sun Life, Walgreens, RBC, Hyundai, TELUS Health, AstraZeneca, Accenture, Canada Life, SickKids Foundation, Moneris, University of Toronto, Toronto Public Health, the Canadian Credit Union Association, the Ontario Centre of Innovation, and the Liberal Party of Canada.
Together, they’ll dive into the defining challenges of modern communication:
In an age of political turbulence, economic disruption, AI-driven chaos, and growing public distrust, the role of public relations has never been more vital—or more vulnerable.
BOOK HERE TO SAVE $200! GROUP DISCOUNTS AVAILABLE!
From global trade tensions to ESG backlash, AI-powered crises to internal culture wars—this is where Canada’s top communicators come to get real, get ready, and get ahead.
Coming with your colleagues? Contact Billy for more information on our incredible group discounts and special team packages.
09.00 Registration and Morning Coffee
10.00 Opening Keynote: How the Economy and Politics Are Reshaping the Role of PR
Canada’s economy is shifting—and so is the role of the communicator.
With new tariffs impacting Canadian industries and economic uncertainty redefining consumer priorities, PR professionals are being called to do more than communicate. They’re being asked to guide, reassure, and lead.
This keynote will explore how economic pressures, supply chain disruptions, and changing trade landscapes are transforming expectations around corporate communications. From supporting local narratives to reinforcing business resilience, discover what it takes to stay relevant, credible, and connected in this new environment.
Daniel Tisch, President & CEO, Ontario Chamber of Commerce
10.40 Fireside Chat with Parker Lund, Former Director of Communications, Liberal Party of Canada
11.20 Panel Discussion: Caught in the Crossfire: How Tariffs and Global Tensions Are Reshaping PR Strategy
From trade wars to policy shifts, geopolitical uncertainty is reshaping the way brands communicate—often overnight. This session dives into how political decisions, sanctions, and diplomatic clashes are upending narratives, delaying campaigns, and putting PR teams in the line of fire.
Amanda Alvaro, President & Founder, Pomp & Circumstance
Robin Smith, Strategic Communications Director, Toronto Community Housing
Alicia Pereira, Vice President Marketing & Communications, Ontario Centre of Innovation
Dimah Khalil, Vice President - Communication and Member Engagement, Canadian Credit Union Association
12.00 Lunch for Speakers and Delegates
13.20 Proudly Canadian: Turning Tariffs Into Brand Trust and Consumer Loyalty
As global trade tensions and shifting tariffs reshape business priorities, Canadian brands are seizing the opportunity to reconnect with local audiences. This timely panel explores how evolving trade dynamics are inspiring companies to double down on Canadian-made products, celebrate homegrown talent, and craft messaging rooted in national pride. From marketing strategy to brand positioning, join our panelists as they discuss how “Canada First” isn’t just policy—it’s a powerful tool for earning trust and building lasting consumer loyalty.
The panel will also explore the complex communications challenges of representing U.S.-based organizations in the Canadian market—where aligning cross-border business interests with local sentiment requires a careful and strategic approach.
Ben Waldman, Founder, Gander Social
Roanne Argyle, President, Reputation Management, ChangeMakers
Sheryl So, Senior Director, Communications & Public Affairs, Wealthsimple
Darren Leroux, Director, External Communications, Moneris
Krista Webster, CEO, Veritas
14.00 Panel Discussion: Media Relations in the Post-Fact Era: Can Truth Still Cut Through the Noise?
In a world where outrage spreads faster than accuracy, traditional media relations are in turmoil. This provocative panel explores how communicators can cut through misinformation, sensationalism, and AI-generated spin to build credibility in a landscape where facts alone no longer win.
Lisa Pasquin, President, Craft Public Relations
Cam Gordon, Director, Communications, Seneca Polytechnic
Brad Ross, Associate Director of Communications, Georgian College
Philippe Devos, Director, Media Relations, University of Toronto
Andrew Block, Senior Director, Communications, RBC
Michael Blackburn, Acting Director of Communications, Toronto Public Health
15.00 Networking and Refreshment Break
15.30 Inside the Response Room: Crisis Skills from the Front Lines of United Airlines
In today’s fast-moving landscape, crisis communicators must be prepared to act with speed, clarity, and empathy. In this dynamic session, Josh from United Airlines’ Global Response Team shares essential skills for navigating high-stakes situations—from anticipating issues and making rapid decisions to sustaining trust after the storm. Through real-life examples from United’s recent crises involving safety, DEI, and customer experience, you'll gain practical tools and inclusive strategies that reinforce reputation, build internal resilience, and support a culture of accountability when it matters most.
Josh Freed, Director of Global Response Communications, United Airlines
Carly Pietrzak, Senior Manager, Social Media Intelligence, United Airlines
16.30 End of Day One
09.00 Morning Coffee
10.00 The Communications Leadership Skill Set for the Future
The rules of leadership are changing, and the future of communications belongs to leaders who can master four essential capabilities: Data, AI, Business Process Management, and Digital Transformation/Change Management. In an environment defined by rapid technological shifts and constant disruption, communication leaders must be able to turn data into insight, apply AI responsibly to enhance speed and creativity, redesign workflows through Business Process Management to eliminate inefficiencies, and drive transformation by applying strong Change Management principles across teams and organizations. This session will explore how these four skills reshape the modern communicator’s role—empowering leaders to build smarter systems, accelerate decision-making, strengthen organizational alignment, and elevate the impact of the communications function in a fast-evolving world.
Alex Sévigny, PhD, APR, Associate Professor (Tenured) of Communications Management and Communication Studies, McMaster University
10.40 Fanthropology 101: What PR Pros Can Learn from Fandoms
Fandom isn’t just about passion—it’s about power. In today’s hyper-connected world, fan communities are no longer passive audiences; they are active participants, co-creators, and brand advocates who can make or break narratives in real time. From consumer products and entertainment to sports and influencer culture, understanding how fandoms function is becoming an essential skill for PR professionals.
In this eye-opening session, you’ll explore the field of “Fanthropology”—a term coined by WEBTOON to describe the unique dynamics of fan behavior, identity, and advocacy. Learn how fan communities form, what drives their loyalty, how they mobilize, and how brands can tap into that energy without misstepping. Whether you're launching a campaign or trying to build long-term brand love, this session offers practical insights to help you connect with fan audiences authentically—and turn passion into lasting influence.
Kiel Hume, VP, Head of Global Communications, WEBTOON Entertainment
11.20 Panel Discussion: AI in Comms: From Hype to Trust — Real Lessons, Impact and What’s Next
Forget the hype. This panel features candid stories from organizations that have already taken the AI leap. From integration struggles and ethical dilemmas to productivity boosts and creative shifts, find out what really happens when AI meets the daily reality of PR and comms departments.
Moderated by Emilija Businskas, Vice President of Communications, Mastercard, Canada
Lisa Gibson, President and Founder, Ignite Communications
Christina Antoniou, Director, External Communications, Corporate Affairs, Pfizer
Renee Weekes Duncan, Senior Vice President, Golin Canada
Kelsey Rutherford, Director, Corporate Communications, Sun Life
Amit Shilton, Vice President, Strategy, Agnostic
12.00 Lunch for Speakers and Delegates
13.20 Communicating in Times of Crisis: Lessons on Trust, Judgment & Strategy in Canada’s Highest-Stakes Moments
From the renegotiation of NAFTA under the first Trump administration to the global pandemic and Russia’s invasion of Ukraine, Canada has faced some of the most complex communications challenges in modern history. This session offers a behind-the-scenes look at how trust, strategy, and judgment guided the federal government’s crisis response at pivotal moments. Drawing on his experience as Director of Communications to Prime Minister Justin Trudeau, Cameron Ahmad will share first-hand lessons on managing narratives under pressure, navigating geopolitical and domestic crises, and maintaining credibility when the world is watching.
Cameron Ahmad, Director of Global Communications, Malala Yousafzai | Former Director of Communications, Prime Minister Justin Trudeau
14.00 Purpose Fatigue Is Real: When Doing Good Starts to Feel Empty
The pressure to always lead with purpose has become the norm—but what happens when audiences stop listening and communicators stop believing? In this provocative session, we unpack the growing phenomenon of purpose fatigue—where overexposure to mission-driven messaging breeds skepticism, cynicism, and burnout. Learn how to rebuild trust, cut through the noise, and create purpose-led communications that feel human, grounded, and real again.
Chantelle Cabral, Director, Corporate Communications, Canada Life
14.40 Networking and Refreshment Break
15.10 To Speak or Not to Speak? How Public Relations Can Influence Authentic Corporate Social Advocacy and Support Organizational Reputation
Over the past decade, organizations have faced increasing pressure to speak out on divisive social and political issues—a practice known as corporate social advocacy (CSA). While engaging in CSA can offer significant benefits, it also carries inherent risks, particularly to an organization’s reputation.
Drawing on insights from her Master of Communications Management (MCM) capstone research, Julia Wilkinsonexplores how public relations professionals can help their organizations navigate sensitive, emotionally charged issues. She also offers practical recommendations for promoting authentic CSA that supports and enhances organizational reputation.
Julia Wilkinson, MCM, OLY, Communications Executive and Two-Time Olympian
15.50 Panel Discussion: Purpose Fatigue or Purpose Reimagined? Rethinking DEI, ESG, and Brand Values in a Changing Social Climate
As pushback against “woke” branding grows louder—particularly in the U.S.—some companies are quietly walking back their commitments. This honest discussion will examine whether the age of bold purpose-driven communication is ending—or simply evolving into something more sustainable, strategic, and authentic.
Scott Tabachnick, Corporate Communications Lead, Canada, Accenture
Sandra Chiovitti, Director of Public Relations, SickKids Foundation
Tom Chervinsky, Director of Government Relations, TELUS Health
Starlene MacDonald-Ifill, Director Equity, Diversity and Inclusion, OLG
Thomas Chanzy, VP & Head of Communications and Public Affairs, CDEV (Canadian Development Investment Corporation)
16.30 End of Global PR Summit Canada 10
Address: 1 King St W, Toronto, ON M5H 1A1, Canada
Immersive and inspiring, One King West Hotel & Residence invites you to a uniquely vibrant place to stay. Enjoy genuine warmth and gracious service at this unique oasis of hospitality. Indulge in architectural grandeur, sophisticated comfort, and personalized service at One King West. Connect yourself to the city's core business, entertainment and shopping districts from this premier address. Come and see why One King West is a hotel to call home. Join us at our restaurant, Teller's Bistro & Bar, for an unforgettable experience with gourmet cuisine, exquisite cocktails and exceptional service.
This program can also be delivered as a tailored in-house training for your organization. We adapt the content to your industry, objectives, and level of maturity, focusing on real challenges your teams face and the decisions they need to make. In-house formats allow your people to align on a shared approach, work through relevant scenarios, and build skills they can apply immediately.
If you’re exploring an in-house option, tell us a bit about your team, priorities, and timing, and we’ll recommend the right format.
Contact us about in-house training
