Registration and Morning Coffee
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.
Speaker TBC
Session TBC
Parker Lund, Director of Communications, Liberal Party od Canada
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
Networking and Refreshment Break
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
Lunch for Speakers and Delegates
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, Senior Manager of Corporate Communications, Hyundai
Philippe Devos, Director, Media Relations, University of Toronto
Andrew Block, Senior Director, Communications, RBC
Michael Blackburn, Acting Director of Communications, Toronto Public Health
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
Restoring Credibility: How USA Gymnastics Reclaimed Trust After Crisis
In the wake of one of the most challenging crises in sports history, USA Gymnastics has worked tirelessly to rebuild its reputation and restore trust with athletes, fans, and the public. Join Jill Geer, Chief Communications & Marketing Officer, as she shares an inside look at the organization’s recovery journey. This session will explore the strategies, key decisions, and obstacles USA Gymnastics faced in its efforts to rebuild trust, increase transparency, and re-establish confidence among its stakeholders.
Jill Geer, Chief Communications & Marketing Officer, USA Gymnastics
End of Day One
Morning Coffee
The Communications Leadership Skill Set for the Future
The rules of leadership are changing—and so are the demands on today’s top communicators. In a world shaped by rapid technological advances, political polarization, economic uncertainty, and relentless media scrutiny, the next generation of communication leaders must possess more than traditional skills. They must be strategic thinkers, fearless innovators, trusted advisors, and ethical guardians of reputation.
This powerful keynote will explore the critical skills needed to lead communications teams through disruption and beyond—mastering crisis before it strikes, building trust in divided environments, navigating AI’s ethical dilemmas, and driving real business impact through bold, purpose-driven storytelling.
The future will demand more from communicators. This session will show you how to rise to the challenge.
Terence Flynn, Graduate Director and Associate Professor, Master of Communications Management Degree Program, McMaster University
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
Panel Discussion: We Integrated AI. Now What? Inside the Real Lessons, Disappointments, and Wins of AI Adoption in PR
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.
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, Senior Director, Agnostic
Networking and Refreshment Break
Internal Communications During Times of Uncertainty: Maintaining Transparent and Effective Internal Communications During Challenging Times
During a crisis, clear and transparent internal communication is essential for maintaining trust and ensuring that all team members are aligned. This session will explore the best practices for delivering timely and consistent messages to employees, managing internal concerns, and fostering a supportive environment. Learn how to keep your workforce informed and engaged, while minimizing confusion and misinformation, even in the most challenging circumstances.
Tamarra Thal, Global Internal Communications Lead at IBM
Communicating on Sensitive Topics: Effective Ways to Handle Delicate Issues
Navigating sensitive topics in communications demands a blend of precision, empathy, and strategic messaging. In this session, participants will learn essential techniques for managing complex and potentially controversial topics, from health crises to social issues and organizational challenges. This session will delve into frameworks for maintaining trust and transparency while addressing stakeholders' concerns, with insights on tailoring messages to different audiences and controlling the narrative in highly polarized environments. Fraser will illustrate how to balance authenticity with caution, ensuring that sensitive issues are handled respectfully, ethically, and effectively.
Fraser Engerman, Senior Director of External Relations, Walgreens
Lunch for Speakers and Delegates
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
Healthy Habits, Healthy Brand: Turning Purpose into Global Action
This session takes you inside Manulife’s global communications strategy to embed its purpose—Decisions made easier. Lives made better.—into high-impact platforms like Manulife Vitality and advisor communications, all during a time of growing skepticism and purpose fatigue around the world.
Lisa Hutniak, Vice President, Head of Canada Segment Communications & National Public Relations, Manulife
Networking and Refreshment Break
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
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
Brooke Graham, Associate Director, Global Inclusion & Diversity, AstraZeneca
Thomas Chanzy, VP & Head of Communications and Public Affairs, CDEV (Canadian Development Investment Corporation)
End of Global PR Summit Canada 10
