Program

The 3-day conference is a high-level forum designed for senior practitioners to address the critical issues facing the profession.

*Please note agenda timings are subject to change as the program evolves.

28 October, 2024 (ET)

ENTREPRENEURS' FORUM

12:50 - 13:00
Welcome & Introduction
13:00 - 13:45
PR in the Age of Permacrisis
In a discussion featuring leaders from some of the profession’s most important organizations, the panel will discuss geopolitical threats, the shifting competitive landscape, the need for diverse new kinds of talent, and the ways in which technology will impact the practice of PR.
13:45 - 14:30
Scaling Up: Growth Strategies for Independent Agencies
Join seasoned independent agency leaders as they share their personal growth stories—what’s worked, what hasn’t, and the lessons learned along the way. This session will explore diverse approaches to scaling an independent agency, from expanding services and entering new markets to M&A, to product innovations and navigating the challenges of rapid growth. Gain insights into the future of agency growth and discover actionable strategies to help your business thrive. The senior panellists are independent PROI Worldwide partners who cover three continents, namely Jeff Lambert, US. Chairman of Lambert by LLYC; Patricia Santa Marina, CEO and Founder of Minerba in Argentina and Andreas Fischer-Appelt, Partner and Founder of fischerAppelt AG in Germany.
PROI Worldwide
14:30 - 14:50
Networking Coffee Break
14:50 - 15:50
PR in the Age of AI: Combining Human Creativity with Artificial Intelligence

It’s no longer about when—it’s about how firms of all sizes are harnessing the power of AI to transform message development, ignite creative ideas, shape strategy, and boost efficiency. Top industry leaders will dive into AI’s game-changing impact on business -- from implementation strategies to risk reduction and mastering new approaches.

Discussion points will include:

  1. How should firms be thinking about using AI and machine learning tools in general, and Generative AI tools in particular?
  2. How can AI be used to elevate the strategic work of PR firms?
  3. What tasks can be automated by AI to make firms more efficient and better advisors to the clients? And what tasks cannot – or should not – be automated? In particular, how is AI being used – and should it be used – to automate content production, optimize media materials and outreach, and analyze performance and other data?
  4. How are you approaching the discussion about AI usage with clients? Is there a one-size-fits-all approach?
  5. What are the best ways to use human intelligence to maximize the benefit, and minimize the risk, presented by artificial intelligence?
  6. What are the smart tools to invest in right now? What are the pros and cons of building tools versus buying tools?
  7. What are some effective ways to operationalize the use of AI within a firm? What kinds of trainings and protocols are recommended to keep teams from misusing AI tools?
Davis+Gilbert
15:50 - 16:20
Looking to the Future with Fiorenzo Tagliabue
Paul Holmes and SEC Newgate founder Fiorenzo Tagliabue will discuss new business models for the growth of global agencies, upcoming changes in the competitive landscape for PR, the opportunities presented by AI and more.
16:20 - 16:25
Closing

28 October, 2024 (ET)

GLOBAL SABRE AWARDS

19:00 - 20:00
Global SABRE Awards Drinks Reception
Cocktail Reception Sponsored by LLYC
LLYC
20:00 - 23:00
Global SABRE Awards Ceremony

29 October, 2024 (ET)

PROVOKE GLOBAL SUMMIT DAY 1

08:55 - 09:05
Welcome & Introduction
09:05 - 09:45
Power and Prejudice: Kara Swisher and Gail Heimann on the State of Women in Business, Technology and Society Keynote
In what could be a fiery fireside chat, Gail Heimann will talk to renowned journalist, podcast host and New York Times bestselling "Burn Book" author Kara Swisher to get her take on how women - sometimes reported to be making advances, sometimes not - are faring in business, technology and society writ-large. The big question: is half the world's population getting half the opportunity? Half the money? Half the power?
The Weber Shandwick Collective
09:45 - 10:15
How Should Companies Position Themselves Post Election and for the 1st 100 days?
10:15 - 10:35
Networking Coffee Break
10:35 - 11:05
Addressing Disparities and Socioeconomic Inequality
The current state of U.S. politics is at a crossroads, and it’s created a ripple effect of opposition among business, philanthropists, and citizens. Where we have unity, we have division and where we should be making progress, we are seeing brands take a step back. Against this backdrop, this panel will explore disparities that exist across our society today, the relationship between purpose and business and the actions we can take to make an impact.
The Sway Effect
11:05 - 11:50
The Future Of Comms

The rules of communication are being rewritten in real time, driven ever faster by the speed of technological innovation. In our session, we’ll examine the impact of these advancements on audience behaviors and the ways brands can actively keep pace with change…from modernizing the concept of the “newsroom” to preparing for reputational opportunities and risk posed by generative AI. We’ll also gaze into the not-so-distant future and discuss ways innovation is heralding a new era in earned storytelling, engagement and corporate communications, and the new roles it'll require of comms teams by the end of 2025.

Ketchum
12:35 - 13:30
Lunch Break
13:30 - 14:30
Reputation Resilience in a Shifting Political Landscape Keynote
In this session, Foster and Steele will discuss how corporations can build resilience in their reputations, especially as political landscapes shift dramatically. With Steele’s background in politics and Foster’s expertise in corporate PR, they will explore how businesses can stay grounded and maintain positive reputations in the face of changing political winds and consumer expectations.
OPRG
14:30 - 15:15
From Now to Next: Get Ready for the Thirsty 30s

Prepare for the Thirsty 30s — a decade where consumers regain control over their brand interactions and human touch becomes a marketer's unique selling point. Unlike the grim aftermath of the Roaring 1920s, our 30s promise a brighter future. We're enduring our dark era now, marked by anger and angst, but it's paving the way for conscious consumption, sustainable prosperity, and meaningful connections. As Gen Z comes of age, they will join Millennials in driving demand for socially aware lifestyles.

Join us in this session to explore how brands can start building emotional connections now for long-term loyalty with the influential consumers of the 2030s.

Havas Red
15:15 - 15:30
Networking Coffee Break
15:30 - 16:15
Protecting Purpose in Uncertain Times

Purpose is under attack. Businesses are in crisis mode and pulling back on support for social issues and purpose-driven initiatives. How do we save Purpose from extinction by connecting it to bottom line impact? This panel will address the relationship between purpose and business objectives, corporate reputation, market strategy, and customer expectations.

Finn Partners
16:15 - 17:15
Navigating The Intersection of Business and Politics in the Year of Elections Keynote

As the world faces pivotal moments—elections in countries representing over 60% of global GDP, ongoing conflicts in Eastern Europe, rising tensions in the Middle East, and growing complexities in U.S.-China relations—the 2024 U.S. General Election takes center stage. Its outcome will reshape international business, geopolitical relations, and policy for the next decade, with Trust at the heart of it all.

Join us for an engaging fireside chat with Former U.N. Ambassador and South Carolina Governor Nikki Haley, Vice Chair of Edelman Global Advisory, and Aaron Guiterman, U.S. Head of Edelman Global Advisory, as they explore the vital intersection of business, politics, and policy. They will discuss the risks and opportunities emerging from this convergence and why Trust is the key to navigating these complex dynamics.

Edelman
17:15 - 17:25
Closing

30 October, 2024 (ET)

PROVOKE GLOBAL SUMMIT DAY 2

08:20 - 08:30
Welcome & Introduction
08:30 - 09:30
Conquering Chaos: Earning Attention and Credibility in an Always On, Often Off(Base) Information Environment Keynote
Mike Allen, one of Washington's most influential and well-connected journalists, co-founder and executive editor of Axios and co-founder of POLITICO, joins Craig Buchholz, Burson's U.S. CEO, to discuss tools for mastering the information ecosystem when truth has become "personal," facts have become fake, and you have seconds to grab, hold and educate your audience. Mike will share fascinating insider stories from interviewing the likes of President Trump, Elon Musk and Tim Cook, and discuss how he built two of the most powerful media properties in the world.
Burson
09:30 - 10:15
Generative AI in the Newsroom

Staying ahead of technological trends ensures that organizations can navigate the evolving media landscape effectively and maintain their credibility and relevance in a rapidly changing environment. Hear from our panel of newsroom veterans about the challenges, fears and opportunities Gen AI presents for newsrooms worldwide, and what communications need to know about its influence on how information is being produced, distributed and consumed. 

FleishmanHillard
10:15 - 10:35
Networking Coffee Break
10:35 - 11:20
Geopolitics and Reputation: An Asian Perspective
Before the elections in Europe and the US, India went to the polls. What lessons are there for others in that experience? How are companies from India adopting to the shifting geopolitical landscape and the disruption and polarization that accompanies the shift? What lessons can they teach about dealing with disinformation? How are their approaches to ESG and CSR shifting?
11:20 - 11:50
Climate Action After Election Day: Planning for Each Scenario
The election of a new president will shape the federal climate policy for decades.  It will also reshape what American consumers expect of companies. Michael Maslansky, CEO of maslansky + partners, and Adam Hodge, Managing Director of Bully Pulpit International, will present new research on how the election will shape customer expectations and what companies can do to be prepared. The research will cover perspectives on a range of industries and actions and discuss how the emphasis on action vs advocacy changes depending on the winner.
Bully Pulpit International
12:35 - 13:30
Lunch Break
13:30 - 14:00
How to Communicate Within a Sick System: The Permacrisis of Healthcare Communications
Healthcare and pharmaceutical companies feel perpetually on the backfoot and framed as the bad guy. Yet many are doing a lot of good and are trying to talk about that within the context of a very broken healthcare system. How can brands work together as well as individually to communicate around solutions, de-politicize healthcare, and push meaningful change forward?
Precision Strategies
14:00 - 14:45
A Robot Designed This Panel: A Lively Discussion with a Robot about Empathy, Emotion, Ethics, Equity & Personality in Industry 5.0 Storytelling
14:45 - 15:05
Networking Coffee Break
15:05 - 15:35
Building Un/common Ground: The Power of Partnerships in Improving Health
Healthcare companies face a complex and noisy environment when trying to reach patients and their communities. Breaking through now requires forming un/common partnerships that can shape conversations and advance understanding in health. Sarah Alspach, Senior Vice President, External Affairs, bluebird bio joins Mathew Shearman, Chair, Global Health Practice at APCO to discuss how to build effective and un/common partnerships, navigating conflict with allies and how to use partnerships to improve health and advance health equity.
APCO
15:35 - 16:05
Reputation Resilience: What the Research Tells Us

Diving into the latest research into corporate reputations, this discussion will examine the critical role of reputation and relationships in building organizational resilience. The conversation will look at the importance of relationship management for leaders, the impact of disinformation and global conflict on the permacrisis, and the swirling controversy around ESG and DEI around the world.

16:05 - 16:10
Closing
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