We have created a robust schedule of great lineup of speakers for the 2025 conference. There is something for every professional at every education level.
An email will be sent to all registered attendees the day before the conference begins with the final schedule and links to join each session.
Times are in Eastern Time Zone.
Conference Agenda
8:30 a.m. to 8:40 a.m. – Welcome and Conference Info
8:40 a.m. to 9:15 a.m. – Keynote
Seeing Around Corners: What Every Leader Wants and Needs to Know
Ray Day, APR
Vice Chair, Stagwell
2025 Chair, PRSA
(LinkedIn)
The biggest question leaders have in today’s turbulent world is simple: What’s around the corner for my business, my organization and for society? This session will examine compelling data about the state of the consumer and the world today – and then delve into what it takes to move from reactive communications to true predictive strategy and execution through a digital-first, data-led and future-focused mindset.
9:15 a.m. to 9:30 a.m. – Break
9:30 a.m. to 10:30 a.m. – Breakout Sessions
Option 1
What’s New in Media Relations: AI Tools and Next-Gen Strategies for 2025
Alison Ilg
(LinkedIn)
Debbie Fitzgerald
(LinkedIn)
Step into the future of media relations with an in-depth look at the latest strategies and technologies transforming the PR landscape in 2025. This presentation spotlights how AI-driven tools are revolutionizing media targeting and trend discovery—empowering PR professionals to deliver hyper-personalized, data-rich pitches that break through the noise. Discover actionable tactics for leveraging AI without losing the human touch, aligning your outreach with journalists’ evolving needs, and capitalizing on emerging channels and multimedia formats.
Option 2
How Dialogic Leadership Drives Employee Behavior
Carla White
(LinkedIn)
This session explores how dialogic leadership communication can enhance internal public relations outcomes. Drawing on current research, attendees will learn how employee perceptions of communication influence behaviors like advocacy, creativity, and feedback-seeking—and walk away with actionable strategies to strengthen internal communication in today’s hybrid workplace.
Option 3
The APR Mindset: What Accredited Leaders Do Differently
Tara Lynn Smith, M.S., APR
(LinkedIn)
Monica Lester, M.S., APR
(LinkedIn)
Kevin Kane, M.S., APR, Fellow PRSA
(LinkedIn)
What makes accredited professionals stand out? It’s not just the credential — it’s how they think. This session explores the core mindset shifts APRs adopt in leadership, ethics, and strategic thinking.
10:30 a.m. to 10:45 a.m. – Break
10:45 a.m. to 11:15 a.m. – Coffee with a Sponsor
11:15 a.m. to 11:30 a.m. – Break
11:30 a.m. to 12:30 p.m. – Breakout Sessions
Option 1
10 things You’re Getting Wrong with Influencer Campaigns
Fran Stephenson
(LinkedIn)
Empower your next influencer campaign with more! More content, more data, better images and better relationships with influencers and content creators! We’ll share how 10 things you’re getting wrong with campaigns can be turned around and empower your brand to immediate success. Gleaned from our experience managing more than 100 influencer campaigns for destinations, small businesses, state agencies, nonprofit causes and entertainment venues, we’ll spill the tea on how you can improve influencer campaign performance.
Option 2
From the Ground Up: How Strategic PR Builds Trust for Market Growth & Expansion
Erica England
(LinkedIn)
Matt Freeman
(LinkedIn)
In this session, Erica England of Arketi Group and Matt Freeman of Cox Communications unpack their PRSA Silver Anvil-winning campaign that transformed potential resistance into community support. Together, they’ll explore how strategic communications – spanning public affairs, media relations, quantitative research, and stakeholder engagement – built local credibility and positioned broadband as an engine for economic empowerment.
Option 3
From Story to Strategy: Building Equity-Centered Campaigns that Move Hearts and Policy
Lara Harrison
(LinkedIn)
How do communicators transform urgent, complex issues into narratives that inspire action and withstand organizational scrutiny? Drawing on her work along the Mississippi River and across the Gulf South, Lara Harrison unpacks a framework that fuses inclusive storytelling, operational rigor, and measurable impact. Attendees will learn how to elevate marginalized voices without compromising strategic focus, integrate policy objectives without using jargon, and future-proof campaigns for crisis moments. Come ready to workshop your initiative and leave with templates, metrics, and a renewed sense of purpose.
12:30 p.m. to 1:30 p.m. – Lunch Break
1:30 p.m. to 2:30 p.m. – Breakout Sessions
Option 1
Navigating the Crisis: A Modern Framework for Government and Community-Focused Communications
Chelsea Bennett
(LinkedIn)
Today’s communicators face constant pressure to adapt to public scrutiny, shifting policies, and organizational change. For government and community-focused professionals, traditional crisis response is no longer enough. This session introduces Navigating the Crisis, a modern framework designed to help institutions communicate more effectively during uncertainty.
Option 2
Communicating with Respect: Evidence-Based Strategies for Advancing Civility in Education and Practice
Jae-Hwa Shin, Ph.D., MPH, MBA, APR
(LinkedIn)
Bill Imada
(LinkedIn)
Luke Kulik
(LinkedIn)
Betsy Emmons, PhD
(LinkedIn)
Civility in public and professional discourse is in sharp decline, with growing evidence of its negative impact on mental health, workplace productivity, and democratic participation. This presentation explores how educators can address this urgent issue by integrating civility-building strategies into public relations curricula and practice.
Option 3
Reel Influence: The Power of PR in Documentary Film’s Social Impact Journey
Valerie K. Harris, Ph.D.
(LinkedIn)
Documentary films can be powerful catalysts for change, yet their full potential often remains unrealized without impactful public relations strategies. This session will unveil how PR transcends mere promotion, becoming an indispensable engine for a documentary’s social mission. We’ll explore cutting-edge best practices, innovative tactics, and compelling case studies that illustrate how targeted media engagement, authentic community mobilization, and powerful strategic alliances can dramatically amplify a film’s message, galvanize audiences, and drive real-world change.
2:30 p.m. to 2:45 p.m. – Break
2:45 p.m. to 3:15 p.m. – Coffee with a Sponsor
3:15 p.m. to 3:45 p.m. – Break
3:45 p.m. to 4:40 p.m. – Keynote
Now More Than Ever: Audience First
Tracy Harlow
Vice President, Global Communications, Walmart
(LinkedIn)
Tracy Harlow, Vice President, Global Communications for Walmart has been in the business of communications for more than 30 years, so she knows about the audience. But too many times has seen how easily the audience can be forgotten. Regardless of the communications path you’re on, Tracy will share why now – more than ever – audience-centered communication increases impact, engagement, and understanding. Our words are important, but how those words resonate with the audience is what will be remembered.
4:40 p.m. to 4:45 p.m. – Closing Remarks