Summit Brochure 2025 Digital-05072025 - Flipbook - Page 11
3 - 4 p.m.
Breakout Sessions
Breakout Session 4A
Leveraging Earned Media Amidst a Media Sh*tStorm
Annie Scranton, Founder + CEO, Pace Public Relations
Wekiwa 5
As traditional media outlets shut down and TV newsrooms face massive layoffs, the media landscape is shifting
faster than ever. In this session, we’ll explore how these changes impact earned media strategies and what brands
must do to adapt. With fewer journalists and shrinking newsrooms, getting coverage is harder — but also more
valuable. We’ll discuss how to break through the noise, leverage alternative media channels and build relationships
with the journalists who remain. Learn how to navigate this evolving landscape, turn media turbulence into
opportunity and ensure your message gets heard even as the news industry reinvents itself.
You’ll learn to:
• Understand the Shifting Media Landscape — Gain insights into the rapid decline of traditional media outlets, the
impact of newsroom layoffs and how these changes are reshaping the way news is produced and consumed
• Develop Effective Earned Media Strategies — Learn how to secure coverage in a shrinking news environment by
crafting compelling pitches, identifying emerging media opportunities and leveraging alternative platforms like
podcasts, newsletters and independent journalism
• Navigate Media Crises in an Evolving News Cycle — Discover best practices for managing brand reputation,
responding to public scrutiny and maintaining control of your narrative in an era of fragmented, fast-moving
news cycles
Breakout Session 4B
The Virality Playbook: How Iconic Brands Master Pop Culture & Sustain Visibility
Tiffany Knighten, Founder and CEO of Brand Curators
Wekiwa 4
Join award-winning PR strategist and brand consultant Tiffany Knighten for an electrifying journey into the heart of
iconic marketing campaigns that masterfully leverage pop culture, social media and timely moments to captivate
audiences. In this energetic session, you’ll uncover the precise elements that transform fleeting viral buzz into
sustained brand visibility. Tiffany will reveal insider tactics behind some of the most memorable campaigns,
offering practical techniques to analyze trends, craft culturally resonant narratives and maintain relevance long
after the trending hashtag fades.
You’ll learn how to:
• Decode the anatomy of viral success, from storytelling to strategic timing
• Harness pop culture and current events to craft enduring, impactful narratives
• Implement proven PR and marketing tactics that secure your brand’s long-term visibility in an ever-evolving
digital landscape
Breakout Session 4C
“LIFT”ing the Curtain: “Studying” the True Magic Behind Your Brand Campaigns
Jonathan Futa, Co-Founder of Group RFZ
Wekiwa 2
Influencer marketing is captivating audiences, delivering tangible results and quickly becoming essential — but how
do you truly measure its success? Move beyond basic metrics like views and engagement, and dive into the gamechanging world of Brand Lift Studies, the sophisticated measurement framework every savvy PR and comms
professional needs. In this session, you’ll learn exactly how Brand Lift Studies reveal hidden insights into your
audience’s perception, spotlight the campaign elements driving meaningful engagement, and uncover the factors
that shape your brand’s true influence. With practical, real-world examples, you’ll see how to precisely gauge the
ROI of your influencer initiatives and apply these findings directly to elevate your future campaigns.
You’ll learn:
• Exactly how Brand Lift Studies work and the crucial insights they deliver
• The types of industries, platforms and campaigns best suited for Brand Lift measurement
• Actionable steps for translating study results into powerful, refined marketing strategies
AUGUST 3–6, 2025
ROSEN SHINGLE CREEK | ORLANDO, FL
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