Registration and Morning Coffee
Talk Nerdy to Me: Partnering with AI to Unlock the Unknown
AI can help PR pros ask smarter questions, uncover insights, and learn what was previously unknowable— but it’s no replacement for human creativity and judgment. This session explores both the power and limits of AI, showing how better questions and true collaboration can elevate strategy, storytelling, and trust.
Jennifer Lurey Ridings, Director, Trust and Safety Communications, Discord
From Prompt to Impact: Using Generative AI to Supercharge Brand Storytelling
This practical session will help you move beyond surface-level AI outputs and unlock the full potential of generative AI for strategic, brand-driven storytelling. You’ll learn how to craft smarter prompts that generate stronger ideas, sharper brand voice, and better results—fast. Through live demos, real-world case studies, and a hands-on prompt reworking exercise (time permitting), you’ll gain tools to enhance your creative process. The session will also introduce a simple, four-part prompt formula to elevate your AI output while staying true to your voice and values. Bonus: get a sneak peek into how a custom GPT is transforming comms workflows.
Yumi Wilson, Professor, Broadcast and Electronic Communication Arts, San Francisco State University
From Cluster to Clarity: The 5 Most Effective Functions of AI Tools in Communications
AI can supercharge corporate communications—but only if it has quality data to work with. Most teams have information scattered across inboxes, SharePoint sites, and spreadsheets, leaving AI to guess at context and meaning. This session will explore how to turn that chaos into clarity. In a candid Q&A, Steve Lowry, CEO of Broadsight, will interview Kurt Heinrich, AVP Communications at the University of British Columbia, on how he built a structured data system at UBC. The speakers will look at how AI is being used by comms teams to organize and synthesize data in effective ways. You’ll learn why structured systems of record outperform generic copilots and how better data practices can unlock instant analytics and trusted AI answers. This session will show you how to design a data foundation that lets AI deliver sharper insights, faster responses and messaging that meets the pace of today’s digital dialogue.
Kurt Heinrich, AVP Communications, UBC
Lunch for Speakers and Delegates
Ghostwriting with AI: Building Executive Communication Strategies
Great executive communication doesn’t happen by accident—and AI can help make it easier. In this session, we’ll explore how to use AI tools to support ghostwriting for executives, from LinkedIn posts and speeches to emails and thought leadership articles. Learn how to create content that sounds authentic, stays on message, and saves time. We’ll also discuss best practices, common mistakes to avoid, and how to balance AI support with the human voice.
Callie King, Sr. AI Strategy and Communications Advisor, Supporting Department of State
Using AI to Strengthen Executive Voice and Leadership Communication
Executive communications is evolving rapidly as AI becomes part of the modern communicator’s toolkit. This session explores how communications leaders can use AI to strengthen executive messaging, elevate personal branding, and increase strategic impact, while maintaining authenticity and trust.
By the end of the session, participants will be able to:
- Understand the value of AI for executive communications
- Apply AI to core exec comms tasks: narratives, thought leadership, stakeholder messaging, and keynotes
- Strengthen executive voice and personal brand using AI responsibly
- Identify key watchouts: authenticity, confidentiality, over-reliance
- Leave with practical tips and prompts
Lisa Gibson, President and Founder, Ignite Communications
The AI Analyst: Interpreting Comms Data with Speed and Precision
Communications leaders are under pressure to move faster, prove impact, and make data-driven decisions. AI can help—but only if you know how to harness it effectively. This session explores how to leverage AI tools to analyze communications data in real time, extract actionable insights, and respond with precision. From monitoring sentiment and tracking engagement to surfacing hidden patterns, you’ll learn how AI can transform raw information into clear strategies that protect reputation and drive results. The focus will be on practical applications you can start using immediately—turning overwhelming data into a competitive advantage.
Felipe Curcio, North America Communications Manager, Intel Corporation
Networking and Refreshment Break
Mini Workshop 2.0: Crisis Simulations, Synthetic Audiences & Predictive AI
This hands-on workshop explores how artificial intelligence can transform the way organizations prepare for and navigate crises. Participants will learn how to leverage AI tools to design crisis simulations, run scenario planning, and build dynamic audience personas that reflect diverse stakeholders. By testing messages, operational decisions, and response strategies against these AI-driven personas, participants can uncover hidden risks and refine their crisis playbooks.
Through guided exercises, you’ll gain practical experience in using AI to:
- Generate and analyze crisis scenarios while maintaining confidentiality.
- Develop audience personas to anticipate varied reactions.
- Test communications and operational decisions in simulated environments.
Kim Blanchette, APR, Chart.PR, FCPRS, EVP, Class Action Advisory and Communications, Castlemain & EVP, Corporate Training, ChangeMakers
End of Day One
Full-Day Workshop: AI-Ready Communications: Workflows, Risk, Measurable Results
This full-day, professional-level training equips you with practical, immediately usable skills to apply generative AI in communications and marketing work. The focus is on safe, strategic use with measurable impact—helping you understand how modern AI tools actually work, where they can and cannot be trusted, and how to manage risks such as hallucinations, confidentiality, and brand voice drift.
What You’ll Learn
You gain a clear, practical understanding of how generative AI fits into real communications environments, including:
- How modern generative AI tools work—and where they should not be trusted
- How to manage AI-related risks such as hallucinations, confidentiality issues, and brand voice drift
- How to apply human judgment alongside AI to protect credibility, accuracy, and reputation
Applying AI to Real Communications Work
The training is hands-on and grounded in real-world communications workflows you already use, including:
- Turning transcripts into executive briefs and action logs
- Extracting storylines and insights from datasets
- Using AI as a strategic and contrarian thinking partner to strengthen messaging and decision-making
High-Value AI Use Cases for Communicators
You explore advanced, high-impact applications of AI that are shaping modern communications, including:
- Avatar-enabled video workflows
- Generative Engine Optimization (GEO) to improve discoverability in AI-driven search and summaries
- Advanced structured prompting (JSON/XML) to create consistent, reusable outputs at scale
Capstone Build
You design a practical CustomGPT or Copilot-style assistant tailored to a real communications task, such as:
- Brand voice and compliance checks
- Press release-to-social content kits
- Issues and reputation triage
- Executive briefing generation
What You Take Back to Work
You leave with:
- Practical templates and reusable prompt libraries
- A clear 30-day implementation plan
- Skills you can apply immediately in day-to-day communications work
About Your Workshop Leader:
Alex Sévigny, PhD, APR, is a tenured associate professor of communications management at McMaster University in Hamilton, Ontario, Canada. He teaches in the internationally recognized McMaster University Master of Communications Management, an executive education degree that offers the core courses of the MBA complemented by cutting-edge knowledge of strategic communications.
He is the CPRS Chief National Accreditation Examiner, overseeing the APR program for the national society. He has been a lecturer, consultant, and trainer around the world for global corporations, not-for-profits, government agencies, governments, military, as well as postsecondary and health institutions.
Alex is known for his friendly, engaging, and encouraging style—his courses are highly valued by professionals who want to build confidence and practical skills while enjoying the learning process.
