PR Daily Conference
May 21-23, 2025 | The Mayflower Hotel, D.C.
May 21-23, 2025
The Mayflower Hotel, D.C.
- Score more coverage
- Navigate diverse media outlets
- Develop winning pitches
- Craft compelling stories
- Manage crises with simulation planning
- Amplify reach and ROI
- Prepare for media interviews
Are you fighting to effectively navigate in today’s fragmented media landscape? You’re not alone. The flurry of new channels, shuttered outlets, and the quick news cycle makes it more challenging than ever before to earn attention, maintain strategic media relationships, and land coverage for your brand.
Join your peers on May 21-23 at the PR Daily Conference, where we’ll work together to build better crisis communications, deliver on the metrics that matter to the C-suite, and develop genuine relationships with media gatekeepers like journalists and editors. In two different tracks – one solely dedicated to interactivity, hands-on experiences, and workshops, the other featuring practical and tactical sessions – you’ll have the opportunity to showcase and sharpen your pitching techniques, explore and experiment with new AI tools, and, most importantly: leave equipped with the strategies and skills you need to keep your public relations game strong.
Don’t miss out on the opportunity to connect with industry colleagues and cultivate new friendships at the inspiring Mayflower Hotel in Washington, D.C., a landmark location of the nation’s capital for over 90 years. Our media mavens, PR execs, and instructors are standing by to help you how to elevate your career and become a partner to the C-suite.
Register Today to Secure your Spot! Don’t miss this opportunity to:
- Build buzz for your brand.
- Connect with fellow comms pros.
- Access exclusive lineups and resources.
- Stay ahead of the curve in today’s fast-paced media landscape.
AGENDA
To gain the C-Suite’s trust, PR professionals must do more than tell the story. You need to speak the language of the business, showing how every PR initiative drives measurable results. The key is to quantify, prove, and showcase how your PR efforts directly influence the bottom line. Join this workshop to discover how to demonstrate the true value of your PR work and learn:
- Decoding the metrics maze: Learn to separate vanity metrics from the true indicators of PR success. Our deep dive on metrics and measurement tools like Google Analytics and social listening platforms will help you to track the journey from press releases to comprehensive, 360-degree measurement that covers the entire integrated marketing spectrum.
- The ROI revolution: Discover how to link PR efforts directly to business outcomes. Get in tune with the art of calculating PR ROI, including media value, lead generation, and sales impact and learn how to speak the language of the C-suite by turning coverage into conversions and impressions into income.
- Beyond the surface: How to measure the real reach and impact of media coverage using advanced tools like sentiment analysis and influencer metrics – plus, quantifying the ripple effect of PR efforts across multiple channels.
- The executive translator: How to craft data-driven reports that speak to the C-suite, incorporating visually compelling dashboards and executive summaries that turn complex metrics into clear insights.
We live in an age where crisis is constant. When information travels at lightning speed and public scrutiny is relentless, the ability to navigate a crisis can make or break a brand. Learn how to transform a potential disaster into an opportunity for growth and trust in this session.
- The new crisis landscape: A deep dive into the emerging threats brands face, including AI-generated deepfakes, misinformation, online mobs, and social media backlash. We’ll discuss strategies for identifying, managing, and responding to these evolving risks to protect your brand’s reputation.
- Building a flexible crisis communication framework: How to revisit your playbook for crisis management to ensure you have insights into the vulnerabilities of key assets like customer loyalty, employee safety, and brand and reputation.
- Crafting empathetic messages: How to craft holding statements that strike the perfect tone between empathy and transparency – plus, how to select and prep a spokesperson.
- Using social media: Best practices for leveraging owned social media platforms to manage a crisis. Learn how to monitor real-time conversations, when and how to correct misinformation, and why it’s critical to be transparent – and how to use analytics to guide your response and measure sentiment.
- Crisis quantified – the aftermath: Understand how to measure crisis communication success once it is in the rearview mirror, from reputation recovery to stakeholder sentiment.
- Interactive scenario: Break out in small groups and participate in a tabletop scenario where you will take on a unique role, from social media lead to spokesperson, in a provided simulation that includes analyzing real-time data and coordinating under pressure.
Join us for a crash course in the modern media pitch. We'll explore how to tailor your approach for different media platforms and journalists. In this high-energy workshop, we’ll dive into the art and science of newsworthy pitches that resonate with the journalist’s audience and publications. Get ready to roll up your sleeves and put your creativity to the test!
- Crafting a Pitch That Pops: Master the art of writing attention-grabbing email subject lines and crafting scroll-stopping social media DMs that entice journalists and influencers to take action.
- AI and Multimedia Integration: Learn how to effectively leverage AI and seamlessly incorporate multimedia elements like videos, images, and infographics to elevate your pitch and leverage AI.
- Leveraging exclusivity and industry insights: Discover how to use exclusivity and valuable industry insights to make your story stand out and create a sense of urgency, making it irresistible to reporters and editors.
- Pitching New Media: How to work with Substack, influencers, podcasts and bloggers.
- PR Daily’s pitch pank: Come prepared with a pitch that you will present directly to reporters from major news organizations.
Kick off the evening with a vibrant reception where you can unwind, connect and exchange ideas with your peers.
A Message from CEO Diane Schwartz
In an era where audiences scroll past ads and tune out traditional messaging, why do some stories catch fire while others fizzle? It’s not luck, timing or even a huge budget—it’s science. Join our keynoter when they cracks open the code behind contagious content, revealing the hidden psychology that makes ideas spread. You’ll learn:
- Science of social sharing: The psychological triggers that determine whether your story spreads or stalls—and how to engineer them into your next campaign or pitch.
- From theory to practice: Concrete frameworks for structuring stories, product launches, media pitches and advocacy efforts that spark natural buzz.
- Viral across channels: How to adapt these contagious principles across paid, earned, owned and shared media—illustrated with real-world wins from brands that cracked the code.
Measuring momentum: How to track, analyze and optimize your content's viral potential—plus the metrics that really matter when measuring word-of-mouth success.
The slow, inexorable drift away from TV, newspapers and radio has now been occurring for nearly three decades. to industry podcasts and emerging platforms. But in 2024, podcasts, independent newsletters and social media influencers truly came into their own. The U.S. presidential election only sealed what many savvy PR professionals already knew: no matter how much your CEO wants that mainstream headline, it doesn’t matter if the audience you need to reach isn’t there. We’ll cover:
- The new media playbook: Why alt channels like Substack, bloggers and niche podcasts are becoming more influential than traditional outlets—and how to craft your strategy accordingly.
- Finding your sweet spot: How to ID and pitch the new wave of influencers in your industry—think Substack authors, podcast hosts and newsletter writers who speak to your audience.
- Building trust in the trust gap: Practical strategies for maintaining accuracy and credibility across platforms where misinformation runs rampant
Multi-channel must-haves: Real-world examples of brands successfully weaving together independent journalism, earned media, newsletters and owned content for maximum impact.
Every brand has a local story—whether it’s a community initiative or a regional campaign. But how do you take these deeply authentic, localized stories and make them resonate with a broader, global audience? Learn to strike the balance between staying true to your roots and scaling for wide impact. In this case study, you’ll learn how a brand amplified a local story for national and global audiences without losing the essence that made it unique.
- Global messaging architecture: Insights into how to develop a comprehensive framework for creating adaptable narratives that maintain brand consistency across markets and increase global audience engagement. Bonus: Tips to create flexible messaging templates applicable across diverse cultural contexts.
- Cultural intelligence strategies: Strategies to identify universal human themes that transcend geographical boundaries and develop nuanced communication approaches for different market segments.
- Local partnership acceleration: An overview of how to design strategic collaboration models that: amplify storytelling through targeted local influencer networks, create scalable partnership frameworks and translate local insights into global communication opportunities.
- Cultural sensitivity protocols: Implement advanced risk mitigation strategies to avoid potential cultural communication pitfalls and create inclusive messaging frameworks.
Gone are the days when hard news overshadowed every other newsroom priority. In this tell-all panel, entertainment, lifestyle, and business reporters share how they’re adapting to a rapidly changing media environment, covering pop culture trends, wellness obsessions, human-interest angles, and emerging market opportunities. You’ll gain insights into how newsrooms are reallocating resources, adjusting beat structures, and evolving their content mix to meet changing audience preferences, and how PR pros can craft more compelling pitches to meet their needs.
- Relationship alchemy: Tips to transform pitch interactions from transactional exchanges to genuine collaborative partnerships by offering authentic value, insider perspectives, and meticulously prepared, multimedia-ready content that respects journalist’s professional independence.
- Enhancing audience engagement: New methods for building and retaining loyal readership in an era of declining trust in legacy media, equipping you with ideas for creating compelling narratives that attract coverage.
- Refining editorial focus: Get an inside view of how these non-political newsrooms determine which stories make the cut—whether it’s a behind-the-scenes look at a Hollywood production, a deep dive into a booming startup, or a profile on a fitness trend or influencer.
- Balancing public interest and profitability: How editors balance commercial opportunities, such as sponsored features or brand partnerships, with the imperative to serve audience needs – and how you can propose authentic and mutually beneficial collaborations.
In this mini masterclass, a PR Daily Media Relations Professional of the year will share how you can build stronger, more authentic relationships, elevate your storytelling and earn trust with your audience.
- Expertise vs. audience experience: Your experts often know less than your audience about their lived experience. Learn how to use this truth to your advantage. Understand where you’ll reframe your current project from your audience’s perspective, honing in on how they view your message—and creating a more impactful narrative.
- Translation, not simplification: The temptation to “dumb it down” for media can often kill a great story. Learn how you can successfully navigate complex topics like gene editing tools, tailoring stories for different outlets like CNBC and NPR. The importance is translation – not oversimplification.
- Leading with what you don’t know: Rather than presenting a polished, “perfect” message, acknowledge areas where there’s room for growth or questions still remain.
Traditional metrics often fall short when it comes to assessing the nuanced achievements of nonprofits and mission-driven organizations—as well as organizations who’d prefer to fly under the radar. Success can’t always be measured by headlines or revenue. In this panel we’ll explore alternative ways to track and evaluate impact, looking at trust and cultural relevance. You’ll learn:
- Emotional and social resonance: Move beyond sentiment analysis – here’s how to gauge how communities genuinely feel about your mission, from qualitative feedback loops like focus groups and surveys to volunteer retention and satisfaction.
- Measuring under the radar: For organizations that prefer minimal publicity or face sensitive issues, success lies in quiet influence. Learn about the whisper metrics that evaluate discreet policy changes and private donor briefings rather than public media coverage – plus, how to track the absence of negative events to demonstrate effective behind-the-scenes progress.
- Cultural relevance: How to remain attuned to evolving societal values without seeking the spotlight, including cultural fit metrics, trend anticipation, and contextual benchmarking strategies.
- Storytelling with nontraditional data: How to show proof-of-progress without splashy KPIs, including insight summaries with mini-documentaries, continuous reporting with evolving metrics, and narrative visualization techniques.
As Washington settles in under a new administration, savvy public affairs and PR pros need to master both emerging tech and evolving policy dynamics. Pull back the curtain with a public affairs insider as they reveal what’s really moving the needle in public affairs today—from AI-powered monitoring and messaging to deeper insights on hot-button issues and shifting stakeholder priorities. Get the inside scoop on:
- Topics, trends and themes: How to spot emerging issues, track shifting policy priorities and identify the narratives that are actually resonating in today’s landscape.
- Opportunities and threats: The return of in-person advocacy; video, texting, and podcasts to drive mobilization; what the data says about the public’s lack of trust in the government, business, the press – and more.
- The AI advantage: Smart ways to use AI for analyzing public sentiment and crafting policy messages that connect with multiple audiences—from legislators to local communities.
- From policy to podium: Techniques for turning complex positions into compelling communications—whether you’re drafting executive speeches, op-eds or social content.
- Building bridges: How to use both data insights and relationship-building to identify and activate unlikely allies, mobilize grassroots support and demonstrate real policy impact.
According to a recent Ragan/HarrisX survey, 78% of CEOs see themselves as leading external communications efforts, while just 15% of communicators agree. In this tell-all panel, we pull back the curtain on the expectations CEOs have for their PR teams in this tell-all panel. Industry veterans will reveal the unfiltered expectations CEOs have for their PR teams, demystifying executive decision-making, and arm you with the tools you need to align PR initiatives with broader business goals and amplify your voice in executive conversations.
- Aligning PR metrics with business outcomes: How to build boardroom-ready dashboards that track and report on KPIs that matter, focusing on bottom-line relevance over vanity stats – plus, how to link coverage to pipeline influence by correlating message with lead quality and conversion rates.
- Storytelling with KPIs: Develop a concise, visually compelling PR scorecard that showcases key metrics like competitive share of voice, message pull-through in top-tier media, and PR-driven website traffic – plus, tips to tailor for dynamic reporting and different executive stakeholders.
- Earning the strategic seat: How to move beyond reporting to offering counsel on brand voice, crisis preparedness, and value proposition refinement – all by speaking the language of the C-suite and framing wins in terms of strategic objectives.
- Closed-loop feedback: How to establish regular cross-functional checkpoints like joint dashboards, weekly stand-ups, or shared Slack channels to discuss wins, challenges, and potential innovations.
In this closing activity, get ready to discuss the quickly shifting media environment in small groups. You’ll share what your brand is doing to reach audiences on emerging social media platforms like Bluesky, as well as how your brand is navigating Meta’s portfolio now that the fact-checking guardrails are off. From best-practice swapping to future-focused brainstorming, this peer-to-peer discussion will spark creative solutions as well as introduce you to new professional connections.
The best part of the event is just beginning— let’s unwind, mingle, and toast to new connections.
The most compelling corporate stories don’t start with press releases—they emerge from authentic brand values and actions that media and stakeholders can see, feel and validate. Join us for an insider’s look at how forward-thinking orgs are transforming their culture into coverage-worthy narratives that shape brand perception, drive media interest and build stakeholder trust. You’ll discover how to turn your organization’s authentic moments into stories that break through the noise.
We’ll cover:
- Mixternal methods: Your alignment playbook for breaking down silos—from getting C-suite buy-in to creating feedback loops between HR, internal comms, social media and PR teams.
- Heart > Mind > Action: Practical steps for turning purpose and values into tangible programs that align business goals with social impact—and generate media interest.
- Culture as content: How to transform authentic organizational moments into powerful external storytelling that catches attention from press, influencers industry leaders.
- Brand values that drive value: How to communicate corporate commitments from sustainability to DEIB in a polarized environment—and in ways that strengthen reputation and resonate externally.
- Employee ambassadors: How communicators are drafting and enabling employees without “communications” in their title to tell the story.
Measuring what matters: Smart strategies for monitoring cultural sentiment across internal channels and external media—plus how to demonstrate the ROI of your “mixternal” efforts.
It’s time for a strategic intervention. Numbers might be nerdy, but you can’t deny that data has become the ultimate storyteller—transforming how we connect, engage, and influence. It’s about harnessing the power of analytics to create campaigns that don't just reach audiences, but truly resonate with them, and that includes journalists. They are hungry for more than press releases; they crave substantive, data-backed narratives that cut through the noise and deliver genuine insights. Join this session to learn how to transform raw numbers into compelling media narratives that don't just catch a reporter's eye but demand their attention and credibility.
- Media relations amplification: Discover how to use data-driven insights to identify and engage with the most relevant journalists and media outlets, increasing your chances of securing impactful coverage.
- Measurement mastery: Develop a comprehensive framework for tracking campaign effectiveness that translates complex data into compelling narratives of impact and value.
- Predictive audience mapping: Learn to construct detailed audience personas that go beyond demographics, using behavioral analytics to anticipate needs, preferences, and communication triggers.
- Ethical data navigation: Understand the critical balance between powerful insights and privacy considerations to make sure your data strategies build trust rather than erode it.
- Strategic personalization: Master the art of crafting messages that feel individually tailored, even when communicating at scale, by leveraging segmentation techniques.
Are you drowning in complexity? Inundated with information? Have competing priorities and endless demands got you bogged down? As a comms pro, you’re never alone, but there’s a better way to elevate your work without the burnout. Join this session to learn from savvy PR pros and journos on how they deconstruct workflow bottlenecks and reveal breakthrough strategies for maximum professional impact.
- Streamlining workflows: Learn how to simplify your daily tasks by automating routine activities like media monitoring, pitch tracking, and content scheduling, allowing you to focus on high-priority strategic initiatives and creative storytelling.
- Storytelling across the spectrum: Develop a cohesive narrative that adapts across different channels—be it social media, email, or media interviews. Learn how to tailor your story to fit the format while maintaining consistency, ensuring your message resonates with each audience and platform effectively.
- Enhanced content creation: Leverage AI-powered tools to streamline content creation, from drafting press releases, refining headlines for SEO, drafting initial article outlines to crafting social media posts.
- Enhancing decision-making with data: Insights from real case-studies that share how they used data like sentiment and audience engagement to pivot on a dime and capture a larger share of voice.
When headlines spin in a thousand directions and public opinion shifts by the hour, how do you keep your story straight? During Hollywood's biggest shutdown in decades, SAG-AFTRA's landmark strike rewrote the playbook on crisis communications and labor messaging, earning it top honors as the PR Campaign of the Year in the 2024 PR Daily Awards. Join this powerful session to learn how this organization orchestrated a campaign that captured both public support and media attention.
- Message control at scale: Learn how SAG-AFTRA's war room orchestrated consistent messaging across thousands of voices - from A-list celebrities to local members - while maintaining narrative control during an intense media spotlight, generating 112,000 articles and 10.7 billion impressions worldwide.
- Crisis navigation and narrative pivots: How the union's communications team handled opposition tactics, from CEO misinformation campaigns to personal leadership attacks.
- Social proof in real time: See how SAG-AFTRA transformed member photos, videos, and stories into compelling social proof that kept momentum building and engagement high across platforms.
- Authentic alliances & allies: Explore how SAG-AFTRA cultivated vital partnerships - from influencers turning down six-figure deals to stand in solidarity, to coordinating with other unions. Learn techniques for identifying and activating unexpected allies to strengthen your own campaign's reach and impact.
The top takeaways from the event, plus winner announcements!
A Message from CEO Diane Schwartz
In an era where audiences scroll past ads and tune out traditional messaging, why do some stories catch fire while others fizzle? It’s not luck, timing or even a huge budget—it’s science. Join our keynoter when they cracks open the code behind contagious content, revealing the hidden psychology that makes ideas spread. You’ll learn:
- Science of social sharing: The psychological triggers that determine whether your story spreads or stalls—and how to engineer them into your next campaign or pitch.
- From theory to practice: Concrete frameworks for structuring stories, product launches, media pitches and advocacy efforts that spark natural buzz.
- Viral across channels: How to adapt these contagious principles across paid, earned, owned and shared media—illustrated with real-world wins from brands that cracked the code.
- Measuring momentum: How to track, analyze and optimize your content's viral potential—plus the metrics that really matter when measuring word-of-mouth success.
As newsrooms shrink and attention spans dwindle, AI tools are revolutionizing how PR pros land meaningful coverage. But while AI can help supercharge your media relations efforts, it can also blow up in your face if you’re not careful. Join for a practical, no-hype look at mastering AI across your entire media pitching workflow—from spotting emerging stories and finding the perfect journalist to measuring the impact of your earned media success. You’ll walk away with concrete strategies for using AI to land more coverage while building stronger media relationships. We’ll cover:
- The AI pitch toolkit: A guide to using AI for everything from trend spotting and story mining to journalist targeting and pitch personalization—plus which tasks should stay human-driven.
- From data to story: How to use AI to analyze coverage data, uncover fresh angles and craft narratives that actually resonate with today’s overwhelmed journalists.
- Pitch perfect(ion): Smart ways to tap AI for pitch writing and multimedia asset creation—while avoiding the robotic language and ethical pitfalls that make reporters hit delete.
- The trust factor: How to maintain authenticity and build real relationships in an AI-powered world—including when (and how) to disclose your AI usage to journalists.
- Measurement matters: Tips for using AI to track coverage, analyze sentiment and optimize your pitching strategy—complete with metrics that prove the value of your media hits.
Social listening tools offer ways to track and analysis sentiment, but can be pricy. According to a PR Daily co-produced report, PR pros are excited for developments in the automation space that will enable organizations to bring this key measurement tool in-house. In this session, you’ll learn how to turn emotional data into actionable PR strategies, including how to decode sentiment signals to craft campaigns that resonate, manage crises proactively and create compelling narratives backed by real-time insights. Explore:
- Sentiment FAQ: What sentiment analysis really is and why it’s key to uncovering emotional triggers and shaping audience perception.
- AI tools in action: How tools transform sentiment data into insights you can use to track emotions, predict trends and drive decisions.
- Real-time crisis radar: How to spot negative sentiment early, including a case study of a social media crisis that went viral.
- Sentiment-driven storytelling: How to combine emotional insights with strategic storytelling to create clear, compelling narratives that resonate with leadership and stakeholders, using data-driven dashboards to guide communication decisions.
- Interactive sentiment analysis workshop: Bring your laptop for a hands-on workshop where you'll analyze real-time social media feeds. You'll practice identifying emotional triggers, crafting response strategies, and creating data-driven dashboards.
Leveraging AI tools can significantly enhance your content creation process. This highly interactive session not only introduces you to the practical applications of generative AI platforms but also incorporates team-building exercises to strengthen collaboration and creativity among participants. Working in groups, you'll learn how to craft compelling scripts, transform them into engaging videos, and create impactful graphs and charts—all using today’s AI tools.
- Team-based scriptwriting: Collaborate with your team to effectively use ChatGPT for generating high-quality scripts. Practice crafting prompts and refining outputs together, learning from each other's perspectives to create content tailored to your target audience.
- Collaborative video creation: Bring your scripts to life using Lumen5's user-friendly platform. This exercise enhances your visual storytelling skills while promoting teamwork and creative synergy.
- Data visualization: Utilize AI-powered platforms like Microsoft Power BI or Tableau with AI to create dynamic graphs and charts. Work together to transform raw data into visually engaging content.
- Integrating AI into team workflows: Learn best practices for incorporating AI tools into your team's content creation processes.
- Ethical considerations: How to maintain authenticity and originality, and use AI responsibly, within a team setting.
- Your AI toolkit: An in-depth breakdown of the many types of AI on the market. Discover hidden gems, avoid costly pitfalls and learn which tools your peers swear by. Leave with a streamlined list of must-have AI platforms tailored to your needs, and insider tips to maximize their potential.
In this mini masterclass, a PR Daily Media Relations Professional of the year will share how you can build stronger, more authentic relationships, elevate your storytelling and earn trust with your audience.
- Expertise vs. audience experience: Your experts often know less than your audience about their lived experience. Learn how to use this truth to your advantage. Understand where you’ll reframe your current project from your audience’s perspective, honing in on how they view your message—and creating a more impactful narrative.
- Translation, not simplification: The temptation to “dumb it down” for media can often kill a great story. Learn how you can successfully navigate complex topics like gene editing tools, tailoring stories for different outlets like CNBC and NPR. The importance is translation – not oversimplification.
- Leading with what you don’t know: Rather than presenting a polished, “perfect” message, acknowledge areas where there’s room for growth or questions still remain.
In today's high-speed media environment, strong communication skills can protect and elevate your organization’s reputation. This hot seat workshop combines expert media training with team-building exercises focused on personal coaching, equipping you with the methods to train and teach others how to handle media interactions confidently and cohesively. Through hands-on activities and real-world scenarios, plus a secret AI weapon, you'll learn to coach your execs and spokespersons to deliver clear, consistent messages.
- Interactive role-play: You’ll break off in pairs to participate in simulated media interviews and press conferences to practice responding effectively under pressure.
- Bridging strategies: Discover methods to steer conversations back to your key messages, even when faced with challenging questions.
- Non-verbal communication: Understand the impact of body language and vocal tone in media interactions to enhance your overall presence.
- Hands-on feedback loops: Best practices for debriefing trainees – pinpointing strengths, addressing missteps, and setting clear goals for continuous improvement.
- Plus: Try your hand at the secret AI weapon: Take your interview prep to the next level with NotebookLM and then we’ll test your media training. Come prepared to dodge those tricky communication pitfalls.
In today’s digital-first, always-on world, a single social media post can ignite a full-blown crisis. Whether it’s a viral tweet, a customer complaint, or sticking to DEI efforts, managing your brand’s reputation has never been more complex—or more critical. Rumors can be spread at the speed of a click, and organizations must be ready to protect their brands before they are caught in the crosshairs of political or public backlash. This session examines how major corporations—from consumer product giants facing false safety rumors to large brands navigating DEI-related attacks—have developed holistic strategies to mitigate risks, maintain credibility, and defend their values under intense scrutiny. You’ll learn:
- Early detection: How to spot reputational risks via real-time social listening before they escalate into full-blown crises – plus, the tools and strategies we recommend.
- Narrative and trust-building strategy: Real-life examples of what worked (and what didn’t) when responding to negative press, social backlash, and online controversy.
- Proactive communication frameworks: How to rebuild credibility through transparency, consistent messaging and accountability – and why third-party validation can be critical.
- Working with nontraditional media: Recognizing that modern audiences gravitate towards varied sources, here’s how one company collaborated with influencers, vloggers, and citizen journalists to share candid reviews and behind-the-scenes product tests.
- Plus: The pendulum swing: How political power returning to the right can magnify pushback, and how to anticipate and prepare for legislative or ideological shifts that may embolden critics.
Today’s news spreads at the speed of a tweet, and PR pros need to be prepared. But being ready isn't just about having a plan—it's about practicing your response to protect your organization's reputation when the unexpected strikes. This interactive session immerses you in realistic crisis scenarios through tabletop exercises, providing hands-on experience in navigating high-stakes situations. Enhance your crisis communication skills, test your strategies, and leave equipped to handle any challenge that comes your way.
- Real-time reactions: Working in teams, attendees will participate in live crisis simulations that challenge your decision-making abilities and help you respond swiftly under pressure.
- Adaptive planning: Learn how to develop flexible crisis plans that can adjust to evolving situations.
- Stakeholder outreach: Best practices for communicating transparently with employees, customers, and stakeholders.
- Media maneuvering: Techniques for handling media relations during a crisis, including crafting effective holding statements.
- Social media strategies: How to monitor and control the narrative on social platforms to mitigate misinformation and public concern.
- Reflect and improve: Learn how to conduct post-crisis debriefs to identify lessons learned and strengthen your future plans.
In this closing activity, get ready to discuss the quickly shifting media environment in small groups. You’ll share what your brand is doing to reach audiences on emerging social media platforms like Bluesky, as well as how your brand is navigating Meta’s portfolio now that the fact-checking guardrails are off. From best-practice swapping to future-focused brainstorming, this peer-to-peer discussion will spark creative solutions as well as introduce you to new professional connections.
The best part of the event is just beginning— let’s unwind, mingle, and toast to new connections.
The most compelling corporate stories don’t start with press releases—they emerge from authentic brand values and actions that media and stakeholders can see, feel and validate. Join us for an insider’s look at how forward-thinking orgs are transforming their culture into coverage-worthy narratives that shape brand perception, drive media interest and build stakeholder trust. You’ll discover how to turn your organization’s authentic moments into stories that break through the noise.
We’ll cover:
- Mixternal methods: Your alignment playbook for breaking down silos—from getting C-suite buy-in to creating feedback loops between HR, internal comms, social media and PR teams.
- Heart > Mind > Action: Practical steps for turning purpose and values into tangible programs that align business goals with social impact—and generate media interest.
- Culture as content: How to transform authentic organizational moments into powerful external storytelling that catches attention from press, influencers industry leaders.
- Brand values that drive value: How to communicate corporate commitments from sustainability to DEIB in a polarized environment—and in ways that strengthen reputation and resonate externally.
- Employee ambassadors: How communicators are drafting and enabling employees without “communications” in their title to tell the story.
- Measuring what matters: Smart strategies for monitoring cultural sentiment across internal channels and external media—plus how to demonstrate the ROI of your “mixternal” efforts.
Securing coverage in B2B media isn’t about catchy headlines or consumer intrigue – it’s about delivering credible, high-impact insights that resonate with decision-makers. Learn how to tailor your pitches for editors who prioritize measurable value and professional relevance above broad consumer appeal. We’ll go into the numbers on:
- Analytics beyond clicks: Understand how metrics like attention time, scroll depth, and impact vs impressions, inform editorial decision-making for specialized audiences.
- Adapting your pitches: Learn how to tailor narratives that capitalize on emerging trends or story formats, and how to infuse concrete, verifiable data like patent counts, product adoption rates, or efficiency gains, to appeal to business-savvy readers.
- Story angles that work: The top trends in B2B verticals, from supply chain transformations to future-of-work narratives, and examples of successful pitches.
- Visual and experiential elements: How and what to offer as supplementary materials, including video pitches, infographics and photographic assets to provide a one-stop-shop for busy editors.
- Long-term impact: Find out how leveraging format trends can strengthen media relationships, boost brand authenticity, and establish a track record of delivering compelling, audience-first stories that stand out.
In this fireside conversation, the head of communications for a major retail brand will share his personal blueprint for creating authentic thought leadership from the C-suite. You’ll learn how he leveraged leadership comms to build customer affinity and protect the company’s reputation and been an essential part of reinventing their owned brand portfolio.
Transform the way you handle your brand’s reputation. In this fireside, we’ve convinced a top comms pro on how she went about developing a brand strategy for a profitable company, focusing on authenticity, strategic alignment, and reputation management–and her story of joining a brand as the first communications hire after her company already had a global footprint.
When headlines spin in a thousand directions and public opinion shifts by the hour, how do you keep your story straight? During Hollywood's biggest shutdown in decades, SAG-AFTRA's landmark strike rewrote the playbook on crisis communications and labor messaging, earning it top honors as the PR Campaign of the Year in the 2024 PR Daily Awards. Join this powerful session to hear directly from SAG-AFTRA Communications & Marketing Officer Pamela Greenwalt, who will share her experiences in orchestrating a campaign that captured both public support and media attention.
- Message control at scale: Learn how SAG-AFTRA's war room orchestrated consistent messaging across thousands of voices - from A-list celebrities to local members - while maintaining narrative control during an intense media spotlight, generating 112,000 articles and 10.7 billion impressions worldwide.
- Crisis navigation and narrative pivots: How the union's communications team handled opposition tactics, from CEO misinformation campaigns to personal leadership attacks.
- Social proof in real time: See how SAG-AFTRA transformed member photos, videos, and stories into compelling social proof that kept momentum building and engagement high across platforms.
- Authentic alliances & allies: Explore how SAG-AFTRA cultivated vital partnerships - from influencers turning down six-figure deals to stand in solidarity, to coordinating with other unions. Learn techniques for identifying and activating unexpected allies to strengthen your own campaign's reach and impact.
The top takeaways from the event, plus winner announcements!
SPEAKERS
INTERESTED IN SPEAKING?
Please reach out to Director of Event Programming
Alyssa Smith.
WHAT YOU’LL LEARN
- Master Crisis Comms: Defend your brand against the latest threats to their reputation with preparation: how to make the most out of social listening tools, build a crisis framework, and leverage data analytics to help you shape real-time narratives.
- Media Mastery Made Easy: Equip executives and spokespeople with essential skills for successful media interactions with practical techniques for message delivery, tough interviewers, and how to project confidence on camera.
- Future-Proof Your PR Power: Learn the ins and outs of business fluency that you need to effectively communicate PR's value to leadership, master negotiation strategies to advocate for increased budgets, and learn techniques to quantify and showcase your contributions to organizational success.
- Master the Pitch: Craft timely, can’t-miss pitches sure to stand out in any news hole—plus the storytelling techniques you need to know to engage diverse media outlets, from traditional press to TikTok and citizen journalists.
- Social Savvy Strategies: Transform a single story or interview into a comprehensive, multi-channel campaign that maximizes engagement and reach. Plus: long-tail visibility strategies for repurposing content into social media posts, blog articles, webinars, and more
- Narrative Prowess Perfected: Unlock the power of brand storytelling to create compelling media content that resonates, weaving your brand's values and mission into stories that captivate journalists and consumers alike.
- Metrics that Matter: Measure media impact with metrics that resonate with leadership, demonstrate the true value of your PR efforts, and telegraph success – whether it’s being in, or out of, the headlines.
- AI-Powered PR: Leverage AI for content creation, media monitoring, and data analysis to enhance efficiency and decision-making. Plus: ethical considerations and practical toolkits
- Champion Diversity in PR: Transform DE&I communications into impactful action by empowering diverse voices within your team.
PRICING
Join us for the PR Daily Conference:
ADVANCED Until 2/28/2025 |
EARLY BIRD Until 3/28/2025 |
VIP Until 4/25/2025 |
REGULAR RATE | |
---|---|---|---|---|
Conference All-Access Passincludes the Pre-Conference Workshops | ||||
Standard | $3,199 | $3,299 | $3,399 | $3,499 |
Nonprofit/Gov | $3,099 | $3,199 | $3,299 | $3,399 |
Ragan Insider | $3,049 | $3,149 | $3,249 | $3,349 |
Conference Registration - Individual | ||||
Standard | $2,799 | $2,899 | $2,999 | $3,099 |
Nonprofit/Gov/Edu | $2,699 | $2,799 | $2,899 | $2,999 |
Ragan Insider | $2,649 | $2,749 | $2,849 | $2,949 |
Conference Recording On Demand | ||||
Includes pre-conference workshops and conference sessions | $1999 | $1999 | $1999 | $1999 |
For those who can’t attend the conference live, an on-demand option is available during the registration process.
Group Discounts
Would you and your team like to attend? Group pricing for 3 or more is available when going through the registration process!
RAGAN COUNCIL MEMBER DISCOUNTS
Membership includes free registration passes. Contact Shallon Blackburn for more information on becoming a member.
RAGAN INSIDER DISCOUNTS
Insiders save on all Ragan events. Not a Ragan Insider? You can become one during registration for this event!
The Mayflower Hotel
1127 Connecticut Ave NW,
Washington, DC 20036
(202) 347-3000
Visitor Info
Extend your stay in Washington, D.C. and explore all that our nation’s capital has to offer:
- 70+ museums
- 160+ monuments and memorials
- 25+ national parks
- 2,200+ restaurants
You can even contact your Representative in advance to set up a tour of the White House and Senate Buildings.
- PR Daily’s State of Media Relations Report
- Media Relations Secrets: How to Craft a Winning Pitch
- Tips for Getting Press Releases Seen
- The Art of Storytelling Guide
- Dictionary of Public Relations Measurement and Research
SPONSORS & PARTNERS
Want to become a sponsor? Get in touch with our team to discuss sponsorship opportunities.
WHO SHOULD ATTEND
You can’t afford to miss this if you work in:
- Public Relations
- Media Relations
- Corporate Communication
- Brand Journalism
- Reputation Management
- Crisis Communications
- Issues Management
- Social Media
- Storytelling
- Writing and Editing
- Measurement and Evaluation
- Executive Communication
- Brand Management
GET RECOGNIZED!
Each registration comes with a personalized "PR Daily Conference" Certificate of Completion for attending.
WONDERING IF YOU SHOULD ATTEND?
Here’s what past attendees are saying about Ragan and PR Daily Events!
KEEP UP WITH THE LATEST!
The conference fun doesn’t start and stop at the event! Follow us on socials and sign-up for update emails.
Contact us for group rates and share with friends!