"We go back to survey results from past conferences and start there, because we want to hear from the people that have been to our events before, get their feedback. Then we talk to our community, the comms pros, the professionals in this space and we're getting just ideas from them and just connecting and their perspectives on what might be trending in the industry, what might be new or niche."
"AI is no longer just a topic. It's becoming an infrastructure of PR, more woven into workflows. It's not an add-on. We're looking at measurement, governance, reputation management - it's across the board. And you could see this in our sessions where we're exploring GEO, we're looking at AI-driven PR workflows, we're looking at AI avatars and prompting."
"We also look at research, both our own, like the Communications Leadership Council Benchmark Report, as well as external. And then I'm reading news. I'm getting newsletters. I am also referring to our own internal brain trust. I'm listening to podcasts."
"We are looking for trends about what's next, and then taking the PR Daily/Ragan spin to it: why that's important, and how can it be presented in a way that makes it critical for a PR professional to attend."
The conference agenda is built through survey feedback from prior events, input from communications professionals, and analysis of internal and external research. News monitoring, newsletters, podcasts, and an internal knowledge network are used to identify emerging trends and determine why they matter to PR professionals. AI is treated as an infrastructure element rather than an add-on, integrated into PR workflows and connected to measurement, governance, and reputation management. Sessions cover GEO, AI-driven PR workflows, and AI avatars and prompting. The agenda also addresses changes in the media landscape, including declining traffic to news sites.
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