Registration and Morning Coffee
Business Trends and PR: Navigating Reputation in a Rapidly Changing Environment
In today's fast-paced and ever-evolving business landscape, PR professionals face unprecedented challenges and opportunities in managing and safeguarding reputations. Join Daniel Tisch, APR, FCPRS, ICD.D, President and CEO of the Ontario Chamber of Commerce, as he delves into the critical business trends reshaping the field of public relations. Tisch will provide invaluable insights on how PR professionals can navigate these changes effectively. Discover strategies to stay ahead of the curve, maintain public trust, and build resilient reputations in a world where the only constant is change.
Daniel Tisch, APR, FCPRS, ICD.D, President and CEO, Ontario Chamber of Commerce
Purpose-Driven Brand Integration: Strategies for Authentic Connection and Reputation Management in the Age of AI
Join Jennifer, as she explores how brands can authentically integrate their purpose into their strategy and communications. In an age of AI, purpose is a crucial tool for reputation management. Learn key approaches to ensure your brand's purpose is effectively woven into every aspect of your operations and messaging, driving genuine connections and enhancing your brand's reputation. Gain practical insights and actionable steps to leverage purpose in reputation management.
Jennifer Vincent, Head of Communications, Danone
Interactive Panel Discussion: Future-Proof Your PR Career: Must-Have Skills for the Next Decade
Join industry leaders in this dynamic panel discussion as they explore the top skills every PR professional needs to thrive in today’s rapidly evolving landscape. From mastering digital communication and crisis management to fostering media relations and strategic thinking, our experts will share insights and practical tips on how to develop and enhance these critical competencies. Gain valuable knowledge to stay ahead in the competitive field of public relations and ensure your continued professional growth.
Catherine Thomas, Vice President, Communications, Loblaw Companies Limited
Rob McEwan, Senior Vice President, Health & Wellness, ChangeMakers
Nicolette Addesa, Public Relations National Lead, EY Canada
Lunch for Speakers and Delegates
Navigating Ethical Frontiers: AI's Role in PR and Responsible Practice
Join Alex as he 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, Alex 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.
Dr. Alex Sévigny, PhD, APR, Professor of Communications Management, McMaster University
Adapt or Get Lapped: How To Be an AI-Enabled Communications and Social Media Engineer
The complex nature of modern-day communications and an increasingly competitive and transactional media environment requires an innovative approach to news and social media strategies that sits at the intersection of art and science. The next era of communicators will have to modernize their approach to media relations by embracing technology in order to be more performative, predictive and productive — enter the communications engineer.
Join this session to hear about the emerging need for a culture shift across the PR and social media industry that intersects both art and science to stay ahead of the curve, and how to adopt the mindset, tech stack and workflow of a communications engineer to future-proof the careers of content creators, communication professionals, agencies and brand teams alike. You'll learn:
- How vertical AI can provide a competitive advantage when interacting with the media.
- How social media content programs can benefit from AI-enabled strategies.
- How your teams can be confident using AI to improve social media and PR activities.
- How to be an AI-leader in your media organization.
Aaron Kwittken, Founder and CEO, PRophet
The Future of PR: Integrating AI with Human Creativity
In this session, Rowan will showcase how Lockheed Martin is pioneering the use of AI in media relations to enhance workflows, boost brand presence, and establish thought leadership. Attendees will explore how the company uses custom GPTs for developing brand personas, analyzing online sentiment, and crafting engaging content. The session will cover the secure and generative capabilities of OpenAI's custom GPTs for augmenting content generation, generating pitch ideas, and creating images with Dall-E. Additionally, it will delve into executive persona innovation, integrating transcripts from tools like Otter.AI to train AI, and aligning brand personas to enhance communication across platforms.
Rowan Toffoli, Executive Communications - Lead Social Media Writer, Lockheed Martin
AI Revolutionizing PR: Advanced Data Analysis & Generative AI
Delve into the intersection of PR, data analytics, and generative AI technologies as we explore innovative strategies to elevate your PR efforts. From leveraging AI-powered analytics for insightful data-driven decisions to harnessing generative AI for dynamic content creation, this session offers a comprehensive understanding of how AI is reshaping the PR landscape.
Lisa Covens, MA, CAIP, Senior Vice President, Public Affairs and Communications, Leger
Networking and Refreshment Break
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
DEI & AI: Navigating Opportunities and Challenges in Communication
Join Priya Bates 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, Priya 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. Priya 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.
Priya Bates, Co-Founder, A Leader Like Me
End of Day One
Morning Coffee
Interactive Panel Discussion: Essential Crisis Scenarios: Ensuring Your Plan is Ready for Anything
Join our interactive panel discussion as crisis management experts delve into the most critical scenarios that should be included in your crisis plan. From cyber-attacks and natural disasters to reputational threats and product recalls, learn how to anticipate and prepare for a wide range of potential crises. Our panelists will share real-world examples, best practices, and actionable strategies to ensure your crisis management plan is comprehensive and effective. Equip yourself with the knowledge and tools needed to navigate any crisis confidently and protect your organization’s reputation and operations.
Cam Gordon, Director, Communications, Seneca Polytechnic
Charles Muggeridge, Sr. Vice President & Partner, FleishmanHillard HighRoad
Kristen Dattoli, Director, Enterprise Communications, Boston Children's Hospital
Trisha McDonell, Global Crisis Communications Director, Expedia
Adapting Crisis Communications to Modern Challenges: Essential Techniques and Best Practices
Join Andrew Forgione, Senior Director of Public Affairs, Canada at Gilead Sciences, as he guides you through the fundamentals of crisis communications in today's ever-changing world. This session will cover how to effectively prepare for, respond to, and recover from a crisis. Andrew will emphasize the importance of anticipating potential crises and understanding the associated risks. Additionally, he will highlight the critical role of effective media relations during and after a crisis. Gain valuable insights and strategies to enhance your crisis communication plan and navigate challenges in this dynamic environment.
Andrew Forgione, Senior Director, Public Affairs, Canada at Gilead Sciences
Update Your Crisis Plan for the Cancel Culture Era
Companies should be prepared for any situation that might lead to cancel culture. You should be proactive in monitoring online conversations, reviewing your policies, and engaging with stakeholders. In addition, you should have a plan of action in place in the event of a crisis. As part of this keynote, Kurt will assist you in rewriting your crisis plan and safeguarding your reputation in the age of cancel culture.
Kurt Heinrich, Senior Director, Media Relations, University of British Columbia
Lunch for Speakers and Delegates
Preparing for the Unexpected: Crisis Planning at NASA
Join us for a riveting session with NASA's Allard Beutel, as he takes us behind the scenes of how the space agency meticulously prepares for the unexpected. Delve into the high-stakes world of crisis scenarios, where NASA's brilliant minds simulate a myriad of challenges, from technical malfunctions to unforeseen emergencies, in their tireless quest for exploration for the benefit of humanity. Discover the strategies employed to train and empower NASA's leaders to steer through adversity, collaboration across the agency, as well as commercial and international partners, and more to help ensure effective communications of NASA’s missions. Allard's insight will leave you in awe of the resilience and unwavering dedication that defines NASA's crisis planning, a testament to humanity's quest for the stars.
Allard Beutel, Director, News, Media, and Internal Communications Division, NASA Office of Communications
Stakeholder Engagement: Nurturing Trust and Credibility Through Crisis Management
In this informative session, led by Trisha, a recognized expert in stakeholder engagement, you will gain comprehensive insights into the art of managing relationships with stakeholders before, during, and after a crisis. In an era where stakeholder trust and credibility are paramount, Trisha will guide you through proven strategies to build, maintain, and strengthen these vital connections. Explore the proactive approach to stakeholder engagement, creating a robust foundation for trust that will withstand even the most challenging of circumstances. Learn how to tailor your communication and engagement strategies to various stakeholder groups, ensuring that your organization's message resonates and builds a lasting positive rapport. Trisha will also provide essential techniques for responding to stakeholder concerns with empathy and authenticity during crises, preserving the integrity of your organization's relationships. This session is your key to mastering the art of stakeholder engagement in the face of adversity, safeguarding your organization's reputation, and nurturing trust and credibility for the long term.
Trisha McDonell, Global Crisis Communications Director, Expedia
Empower, Protect, Communicate: Crisis Management in Safeguarding Inclusivity for Gender Health Amid Threats
Explore the critical crisis communications principles and essential multidisciplinary components Kristen and her team put in place beginning on August 11, 2002, when Boston Children’s Hospital suddenly fell victim to a coordinated barrage of threats over its trans health program. Kristen will discuss the ever-changing severity of the crisis and highlight the importance of a crisis huddle, how external and internal communications and content must be aligned, and how video content from 2017 ignited a storm. Kristen will also discuss the importance of sustaining a safe and inclusive environment for all, even amid protests, challenges, and threats.
Kristen Dattoli, Director, Enterprise Communications, Boston Children's Hospital
Networking and Refeshment Break
PR-Led Product Growth: Leveraging Compelling Narratives to Drive KPIs and Strategic Coverage
Join Paruul from WhatsApp for an exclusive session on the transformative power of public relations in driving product growth and achieving key performance indicators (KPIs). In this session, Paruul will share her expertise on crafting compelling narratives that captivate your audience and secure strategic media coverage. Gain insights into integrating PR with your product strategy to enhance brand visibility, customer engagement, and measurable growth.
Paruul Mashehwary, Senior Communications Manager, WhatsApp
Turning PR & Public Affairs Departments from Cost Centres into Profit Centres
Public relations and public affairs departments can be more than a support function and cost centre for organizations. They can help set strategic direction and generate earnings too. Tune in to learn how 7-Eleven Canada leveraged PR and public affairs strategies to earn social licence and influence public policy that unlocked government-restricted access to liquor licences and sales. 7-Eleven Canada successfully navigated the minefield of the liquor retail politics and Canada’s prohibition legacy laws to be first to market in its channel with a growing number of licensed locations now selling and serving beer and wine alongside its robust fresh food menu.
Victor Vrsnik, Director Corporate Affairs and Business Development, 7-Eleven Canada
End of Global PR Summit Canada 9
