Registration and Morning Coffee
Reputation Rules That Never Change in a World That Won’t Stop Changing
From the White House to Buckingham Palace to the boardrooms of BP America, Mary Jo Jacobi has guided leaders through some of the most high-profile reputational challenges of our time. Having served two U.S. Presidents, The Queen, two U.K. Prime Ministers, and steered BP America during the Gulf of Mexico oil spill, she brings a uniquely unmatched perspective on how to protect and rebuild trust when the world is watching. In this session, Mary Jo will explore how the fundamentals of reputation—integrity, transparency, accountability, and empathy—remain constant even as the landscape shifts with new technologies, polarized audiences, and global crises. Delegates will gain rare insider lessons on the timeless rules of reputation management, and how to apply them to today’s fast-changing world of communications.
Mary Jo Jacobi, Former VP at BP America
Reputation Management Rules for Your CEO
When a CEO stumbles, the entire organization feels the impact. The recent high-profile exits of the CEOs of Nestlé and Astronomer are stark reminders that reputation is no longer just a corporate asset—it’s a leadership survival skill. Patrick Jephson, Former Chief of Staff to Princess Diana and consultant for Netflix’s The Crown, has spent his career advising leaders under the harshest spotlights. In this session, he will share essential rules for safeguarding and strengthening your CEO’s reputation in an unforgiving world. From anticipating risks before they escalate, to building trust across diverse stakeholders, to navigating personal and corporate crises with credibility and poise, you’ll gain practical insights on how to keep your leader’s reputation resilient—and your organization’s future secure.
Patrick Jephson, Former Chief of Staff to Princess Diana
The New Reputation Playbook: From PR to Brand Experience
PR has outgrown its traditional boundaries. It’s no longer just about pitching stories to journalists or issuing statements during a crisis—it’s about shaping brand meaning at every touchpoint. Today’s communicators must think like brand architects, weaving reputation into owned, earned, shared, and even paid channels. In this session, we’ll explore how the role of PR is shifting from message control to experience design, and what that means for the future of brand trust. You’ll walk away with a new playbook for reputation management—one that goes beyond media coverage to create integrated, authentic brand experiences that resonate with stakeholders and stand the test of disruption.
Trisha McDonnel, Global Issues and Crisis Communications Director, Expedia Group
Lunch for Speakers and Deleagtes
PR as a Force for Stability – Navigating Polarization Credibly
In an era where polarization shapes public discourse, communicators face the challenge of being both credible and unifying voices. This session will explore how PR can serve as a stabilizing force—balancing authenticity with neutrality, building trust across divided audiences, and protecting reputation in times of heightened tension. You’ll walk away with practical strategies to engage stakeholders, diffuse conflict, and position your organization as a reliable source of clarity in uncertain times.
Paola Fontanelli, Director of Global Media Relations for LATAM region, Pfizer & Vice President of AMCO (Mexican Association of Communication)
The Post-Fact Era – Rebuilding Trust When Facts No Longer Speak for Themselves
We live in a time where facts alone are no longer enough to convince, reassure, or protect reputations. In the post-fact era, audiences are guided as much by emotions, beliefs, and narratives as by evidence. For communicators, this means rethinking the role of truth in storytelling, crisis response, and reputation management. This session will explore how trust is built not just by presenting facts, but by framing them in ways that resonate with values, empathy, and transparency. You’ll discover practical strategies for bridging divides, countering misinformation, and creating messages that cut through skepticism while staying authentic to your brand’s mission.
Santiago Aguilera, Corporate & External Affairs Senior Director, Mondelēz International
From Hype to Trust: Winning in a Volatile Digital World
In an era where every brand fights for attention, trust—not noise—has become the ultimate differentiator. This session explores how communicators can move beyond hype to build credibility, resilience, and genuine connection in a digital world defined by volatility and skepticism. Through real-world insights and examples, you’ll learn how to balance speed with substance, craft messages that inspire belief, and create long-term value in an age where trust is the only true currency.
João Veloso Jr, Latin America Corporate Communications Director, BMW Group
Networking and Refreshment Break
Battling Fake News: Crisis Communication in the Age of Accessibility and AI
In today’s hyperconnected media landscape, the rise of digital platforms and AI tools has made misinformation more accessible, and more viral than ever. False narratives can gain traction in minutes, amplifying crises and threatening organizational credibility. This session explores how communicators can detect, counter, and contain fake news while maintaining transparency and trust. You’ll gain practical strategies for responding swiftly, protecting reputation, and leading with facts in a world where speed and reach often outweigh accuracy.
Daniela Puerta, Communications Director Mexico ,The Coca-Cola Company
Reputation Recovery: Regaining Trust and Rebuilding Credibility
In today’s environment, a damaged reputation can feel impossible to repair. This session will give you the practical tools and frameworks to turn the tide. You will learn how to rebuild stakeholder trust, re-establish credibility with media and the public, and create a recovery plan that positions your organization for long-term resilience. With real-world lessons and proven strategies, you’ll walk away knowing how to move from crisis to comeback with confidence.
Josh Freed, Director, Director of Global Response Communications, United Airlines
End of Day One
Morning Coffee
The Power of Empathy: Communicating to Build Trust and Connection
In an age where audiences are skeptical and attention is fragmented, empathy has become one of the most powerful tools in a communicator’s toolkit. This session explores how to move beyond transactional messaging to create genuine human connection through communication. You’ll learn how to listen actively, understand unspoken needs, and respond with authenticity—even in moments of pressure or conflict. Through real-world examples, you’ll discover how empathetic communication can de-escalate crises, strengthen relationships, and foster long-term trust with employees, customers, and stakeholders alike.
Jorge Guzman, Head of Communications and External Affairs, LATAM, BP
Beyond Words: Effective + Affective Communication for Real Results
In today’s world, one-size-fits-all communication no longer works. To truly make an impact, communicators must go beyond delivering effective messages and embrace affective communication—messages that connect emotionally and resonate with diverse audiences. This session will explore how to understand the unique needs of different stakeholders and craft communication that is both clear and compelling. By combining effectiveness with emotional intelligence, you’ll discover how to build trust, inspire action, and achieve exceptional results.
Malu Weber, VP Communications Brazil & Crop Science Latam, Bayer
How PR is Changing in the Age of AI
Have you ever asked a Generative AI tool about your company? What story did it tell? Was it accurate, positive, or even favorable compared to your competitors? As Generative AI becomes the search engine of choice for nuanced, open-ended questions, it’s rewriting the rules of reputation. No longer is visibility limited to Google rankings or media coverage—today, communicators must manage how AI interprets and presents their brand. In this session, we’ll explore how PR is evolving in the age of AI, what new risks and opportunities this brings, and how to build strategies that ensure your organization shows up with credibility, consistency, and trust in this new information ecosystem. Because if you don’t shape the narrative, AI will do it for you.
Daniella De Caprio, Head of Communications, Latin America, PayPal
Lunch for Speakers and Delegates
From Buzz to Business: Real-World AI in PR
AI has dominated headlines, but for communicators the real question is: how do we move past the hype and make it work in practice? From content creation and media monitoring to crisis detection and audience engagement, AI is already transforming the day-to-day work of PR teams. In this session, we’ll cut through the noise to explore real-world applications that are delivering measurable results. You’ll learn how leading organizations are using AI to boost efficiency, sharpen insights, and unlock creativity—while also avoiding common pitfalls and ethical risks. Walk away with practical tools and strategies you can implement immediately to ensure AI isn’t just a buzzword in your organization, but a driver of stronger, smarter communications.
Ana Pena, Communications Director for Intel Americas, Intel Corporation
AI Content Creation vs. Human Creativity: How to Find the Right Balance
As AI-generated content becomes more powerful and accessible, communicators and creatives face a defining challenge: how to harness its speed and efficiency without losing the human spark that makes ideas resonate. This session explores how AI can enhance and accelerate the creative process—if used with intention. Learn how to maintain creative autonomy, safeguard originality, and ensure that as the technology evolves, it remains shaped by the creative mind—not the other way around.
Alexia Adana, Director of Creative Technology & Innovation, Edelman
Case Study - Supercharging Your Content with AI: From Ideas to Impact
AI isn’t just changing how we communicate—it’s reshaping the entire content lifecycle. From sparking fresh ideas to tailoring messages for hyper-targeted audiences, AI offers communicators powerful tools to boost creativity, efficiency, and impact. In this session, you’ll discover how leading brands are using AI to brainstorm compelling storylines, streamline content production, and amplify reach across platforms. We’ll explore real-world examples of AI-powered content, the do’s and don’ts of integrating generative tools into your workflow, and how to strike the right balance between human creativity and machine intelligence. You’ll walk away with practical techniques to create smarter, faster, and more engaging content that connects.
Nicole Wise, Executive Director, Office of Communications, Yale School of Medicine
Networking and Refreshment Break
Storytelling on Social Media – Content That Cuts Through
In a crowded digital landscape, stories—not posts—are what capture attention and build trust. This session will show you how to craft social content that rises above the noise, connects with audiences on an emotional level, and drives real engagement. Learn practical storytelling techniques, formats that work across platforms, and strategies to make every piece of content resonate and perform.
Tamarra Thal, Global Internal Communications Lead, IBM
The Future of PR: Trends Shaping 2026 and Beyond
Join an interactive panel of global and regional communications leaders as they map out the forces redefining PR in 2026. From AI and storytelling to reputation and trust in a polarized world, this forward-looking discussion will explore where the industry is headed, the skills communicators need to thrive, and how to future-proof your strategy for the years ahead.
End of Global PR Summit
