Sessions Built for the PR World Right Now

This year's program dives straight into the issues shaping public relations today — from navigating change communications in real time to harnessing AI without losing the human touch, from building brand trust in a skeptical media landscape to mastering storytelling across every platform that matters. Each session is designed to go beyond theory: expect real case studies, hard-won lessons, and strategies you can put to work the moment the conference ends.

Heide Harrell and Matthew Marcial of PRSA National, “An Exclusive Fireside Chat with the PRSA National Chair and CEO”
Join us for a candid and engaging conversation with the PRSA National Chair and CEO as they share insights on the evolving communications landscape and the strategic priorities shaping PRSA's direction. This unique fireside chat offers members the opportunity to hear firsthand about industry trends, leadership development and the value of professional community in a rapidly changing world. Attendees will be able to ask questions and learn how PRSA is positioning communications professionals for success while advancing the profession's impact, relevance and influence across industries nationwide.

Lauri Freking and Katie Ward of Wixted & Co., “Communicating Change: It Doesn’t Have to be Hard”
Continuous change is becoming business as usual, yet it is often perceived as negative, but the research tells a different story. This session dives into the research and the importance of how you communicate through change, and the impact it will have on acceptance, understanding, and trust. Participants will get an introduction to our Change Communication Blueprint, an audience-centered framework that helps leaders communicate strategically by focusing on what to say and when to say it. The session also examines the role of psychological safety as foundational to helping leaders strengthen culture and support their people through change.

Erik Dominguez of Speak Up Stories, “3 Ts of Confidence”
Strong leadership confidence directly impacts how organizations perform and how teams respond. Studies reveal that most leaders, even C-suite executives, struggle with fear of failure and stepping outside their comfort zone. When leaders lack confidence, teams lose trust and engagement suffers.

Erik J. Dominguez teaches The Three T's of Confidence—a practical framework to transform fear into fuel, clarify your personal narrative, and get comfortable stretching beyond limits. Through relatable storytelling, scientific research, and interactive partner activities, participants leave with tangible tools they can use immediately in daily leadership!

William “Skip” Hidlay of W. Clair Communications, “Break Through: Brand Storytelling in the AI Era”
William "Skip" Hidlay, former Chief Communications and Marketing Officer for the University of Chicago Medicine and the Ohio State health system, discusses brand content strategy and storytelling in the age of AI. He shares his ideas for developing authentic stories that break through and tips for optimizing your content for the AI gatekeepers now ruling search engines.

Linda Zebian of Muck Rack, “What is AI Reading?”
AI platforms are becoming a new layer of brand discovery, but the sources shaping those answers are still largely misunderstood. Drawing on an analysis of more than 25 million citations, Linda will share findings from the third edition of Generative Pulse's landmark "What Is AI Reading?" research to show how AI platforms cite sources, why earned media matters, and what brands can do to build visibility in AI-generated answers.