Reputation Rules That Never Change in a World That Won’t Stop Changing
From the White House to Buckingham Palace to the boardrooms of BP America, Mary Jo Jacobi has guided leaders through some of the most high-profile reputational challenges of our time. Having served two U.S. Presidents, The Queen, two U.K. Prime Ministers, and steered BP America during the Gulf of Mexico oil spill, she brings a uniquely unmatched perspective on how to protect and rebuild trust when the world is watching. In this session, Mary Jo will explore how the fundamentals of reputation—integrity, transparency, accountability, and empathy—remain constant even as the landscape shifts with new technologies, polarized audiences, and global crises. Delegates will gain rare insider lessons on the timeless rules of reputation management, and how to apply them to today’s fast-changing world of communications.
Mary Jo Jacobi, Former VP at BP America

Reputation Management Rules for Your CEO
When a CEO stumbles, the entire organization feels the impact. The recent high-profile exits of the CEOs of Nestlé and Astronomer are stark reminders that reputation is no longer just a corporate asset—it’s a leadership survival skill. Patrick Jephson, Former Chief of Staff to Princess Diana and consultant for Netflix’s The Crown, has spent his career advising leaders under the harshest spotlights. In this session, he will share essential rules for safeguarding and strengthening your CEO’s reputation in an unforgiving world. From anticipating risks before they escalate, to building trust across diverse stakeholders, to navigating personal and corporate crises with credibility and poise, you’ll gain practical insights on how to keep your leader’s reputation resilient—and your organization’s future secure.
Patrick Jephson, Former Chief of Staff to Princess Diana

The New Reputation Playbook: From PR to Brand Experience
PR has outgrown its traditional boundaries. It’s no longer just about pitching stories to journalists or issuing statements during a crisis—it’s about shaping brand meaning at every touchpoint. Today’s communicators must think like brand architects, weaving reputation into owned, earned, shared, and even paid channels. In this session, we’ll explore how the role of PR is shifting from message control to experience design, and what that means for the future of brand trust. You’ll walk away with a new playbook for reputation management—one that goes beyond media coverage to create integrated, authentic brand experiences that resonate with stakeholders and stand the test of disruption.
Trisha McDonnel, Global Issues and Crisis Communications Director, Expedia Group

The Post-Fact Era – Rebuilding Trust When Facts No Longer Speak for Themselves
We live in a time where facts alone are no longer enough to convince, reassure, or protect reputations. In the post-fact era, audiences are guided as much by emotions, beliefs, and narratives as by evidence. For communicators, this means rethinking the role of truth in storytelling, crisis response, and reputation management. This session will explore how trust is built not just by presenting facts, but by framing them in ways that resonate with values, empathy, and transparency. You’ll discover practical strategies for bridging divides, countering misinformation, and creating messages that cut through skepticism while staying authentic to your brand’s mission.
Santiago Aguilera, Corporate & External Affairs Senior Director, Mondelēz International

How PR is Changing in the Age of AI
Have you ever asked a Generative AI tool about your company? What story did it tell? Was it accurate, positive, or even favorable compared to your competitors? As Generative AI becomes the search engine of choice for nuanced, open-ended questions, it’s rewriting the rules of reputation. No longer is visibility limited to Google rankings or media coverage—today, communicators must manage how AI interprets and presents their brand. In this session, we’ll explore how PR is evolving in the age of AI, what new risks and opportunities this brings, and how to build strategies that ensure your organization shows up with credibility, consistency, and trust in this new information ecosystem. Because if you don’t shape the narrative, AI will do it for you.
Daniella De Caprio, Head of Communications, Latin America, PayPal

From Buzz to Business: Real-World AI in PR
AI has dominated headlines, but for communicators the real question is: how do we move past the hype and make it work in practice? From content creation and media monitoring to crisis detection and audience engagement, AI is already transforming the day-to-day work of PR teams. In this session, we’ll cut through the noise to explore real-world applications that are delivering measurable results. You’ll learn how leading organizations are using AI to boost efficiency, sharpen insights, and unlock creativity—while also avoiding common pitfalls and ethical risks. Walk away with practical tools and strategies you can implement immediately to ensure AI isn’t just a buzzword in your organization, but a driver of stronger, smarter communications.
Ana Pena, Communications Director for Intel Americas, Intel Corporation

AI Content Creation vs. Human Creativity: How to Find the Right Balance
As AI-generated content becomes more powerful and accessible, communicators and creatives face a defining challenge: how to harness its speed and efficiency without losing the human spark that makes ideas resonate. This session explores how AI can enhance and accelerate the creative process—if used with intention. Learn how to maintain creative autonomy, safeguard originality, and ensure that as the technology evolves, it remains shaped by the creative mind—not the other way around.
Alexia Adana, Director of Creative Technology & Innovation, Edelman

Case Study - Supercharging Your Content with AI: From Ideas to Impact
AI isn’t just changing how we communicate—it’s reshaping the entire content lifecycle. From sparking fresh ideas to tailoring messages for hyper-targeted audiences, AI offers communicators powerful tools to boost creativity, efficiency, and impact. In this session, you’ll discover how leading brands are using AI to brainstorm compelling storylines, streamline content production, and amplify reach across platforms. We’ll explore real-world examples of AI-powered content, the do’s and don’ts of integrating generative tools into your workflow, and how to strike the right balance between human creativity and machine intelligence. You’ll walk away with practical techniques to create smarter, faster, and more engaging content that connects.
Nicole Wise, Executive Director, Office of Communications, Yale School of Medicine