Critical Thinking: The Essential Link Between PR and AI
As AI continues to evolve, understanding its capabilities and practical applications in the PR field has never been more important. Critical thinking is key to leveraging technology for increased efficiency while maintaining ethical standards in data management and stakeholder communication. This session will provide valuable insights on how to navigate the data-driven landscape, ensuring your organization stays ahead without compromising on integrity.
Johna Burke, CEO, AMEC (International Association for the Measurement & Evaluation of Communication)

Becoming an AI-Enabled Communications Leader
Discover how embracing Artificial Intelligence can transform your approach to media relations and boost your productivity as a communications leader. This session delves into practical strategies for integrating AI tools to streamline workflows, enhance media monitoring, and personalize outreach. Learn how to leverage AI to make data-driven decisions, optimize engagement with journalists, and stay ahead in an evolving digital landscape. Walk away with actionable insights to modernize your communication practices and drive impactful results.
Alex Sévigny, PhD, APR, Associate Professor (Tenured) of Communications Management and Communication Studies, McMaster University

What Does the PR Industry Need from AI?
As artificial intelligence continues to revolutionize industries, the PR sector stands at a pivotal crossroads. This session will explore the most pressing challenges facing PR professionals today—from data overload and audience segmentation to content creation and crisis response. By identifying these key hurdles, we’ll delve into how AI can offer innovative solutions to not only streamline workflows but also elevate the strategic impact of PR efforts. Attendees will gain insights into the tools and technologies shaping the future of PR and discover how AI can drive meaningful advancements, transforming how brands communicate, engage, and build trust in an ever-evolving landscape.
Alexia Adana, Director of Creative Technology & Innovation, Edelman

Lunch Break

AI-Powered Crisis Management: Frameworks for Readiness in the Digital Age
Explore how artificial intelligence is transforming crisis management by providing innovative frameworks for readiness and response. This session will demonstrate how AI tools can enhance proactive crisis detection, enable real-time adaptability, and improve decision-making during high-stakes situations. Through actionable strategies and real-world examples, you’ll learn how to integrate AI into your crisis communication plans to predict, manage, and mitigate challenges effectively, ensuring your organization remains resilient in an ever-changing digital landscape.
Peter Heneghan, Former Deputy Director of Digital Communications, 10 Downing Street; Co-Founder & CEO, The Future Communicator

The Role of AI in Modern Newsrooms
How can PR pros embrace the AI newsroom invasion? Join Ryan Brack, veteran of Meta and Google's communication teams, for ways you can evolve your strategy with AI. For media already challenged with publication closures and shrinking staffs, pressure to write for SEO, being scooped by citizen journalists, and a 24-hour news cycle, AI can be the saving grace that moves your role from mayhem to manageable. AI tools can enhance news gathering and content creation. Walk away with a better understanding of AI’s place in the modern newsroom.
Ryan Brack, Co-Founder and CPO, Stealth  (Former Privacy Public Affairs Communications, Meta)

Harnessing the Power of AI: Essential Tools for Marketers and PR Professionals
This presentation will highlight how AI has revolutionized tasks such as automation, data analysis, personalization, and real-time monitoring. It will introduce essential AI tools for content creation, media monitoring, translation, and visual production while addressing implementation strategies for integrating AI into PR workflows. Kristi will emphasize the importance of ethical considerations, including transparency, accuracy, human oversight, and privacy when using AI. Looking to the future, it underscores AI's evolving role in PR and the necessity for continuous learning. AI is here to stay, and PR professionals must embrace these innovations to remain competitive.
Kristi Labrum, Former Global Communications Lead, Oracle

Refreshment Break

 Unlocking the Power of AI: PwC’s Case Study on Transforming Communication Strategies
Discover how PwC has integrated cutting-edge artificial intelligence into its CommTech strategy, reshaping the future of communication. This case study explores PwC’s journey from adopting ChatPwC, a tool inspired by ChatGPT, to developing bespoke AI solutions that enhance campaign planning, scalability, and quality assurance. With a $1 billion investment in AI, PwC has become a leader in leveraging transformative technologies to optimize communication strategies. Learn actionable insights and proven methodologies to harness AI’s potential in your organization’s communication efforts.
Daryl Drabinsky, Head of Social Media and Communications Team AI Champion, PwC
Cory Smith, Communications Senior Manager, PwC Consulting Solutions

Overcoming AI Adoption Barriers: A Yale School of Medicine Case Study
Discover how Yale School of Medicine is navigating the complexities of AI adoption to enhance communication and streamline operations. In this session, Nicole Wise, will share how her team has tackled resource constraints, integration challenges, and cultural shifts to successfully implement AI-driven solutions. Learn how Yale School of Medicine leverages AI to optimize content strategy, improve engagement, and create measurable outcomes, offering actionable insights for overcoming adoption barriers in your own organization.
Nicole Wise, Chief Communications Officer (CCO) and Senior Director, Content Strategy & Development, Yale School of Medicine

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