2025 PR & Comms Summit Program - Electronic Edition - Manual / Resource - Page 6
Breakout Session 1B
Fan Power Unleashed: Turning Audience Obsession into PR Gold
Adrienne Alexander, Owner, IPY Agency Public Relations
St. Johns 26-27
Fandom isn’t just about passion — it’s about power. Join Adrienne Alexander, Owner of IPY Agency Public Relations, as
she dives deep into the world of fandom, revealing how today’s most influential entertainment brands tap into audience
devotion to fuel PR success. From the electrifying energy of Marvel premieres and the fierce loyalty of Swifties to the
intense communities around gaming franchises, discover how strategic storytelling can transform fan enthusiasm into
unbeatable brand momentum. Learn actionable insights for cultivating organic fan advocacy, creating viral cultural
moments and expertly managing the complex landscape of passionate, vocal audiences.
You’ll learn:
• The powerful psychology behind why fans become deeply invested in entertainment brands
• Proven methods for activating fans into genuine brand ambassadors without losing authenticity
• Essential skills for navigating fan-driven controversies and social media storms with confidence and credibility
Breakout Session 1C
Culture Shock: Transform Internal Comms to Supercharge Employee Retention
Krystina Jackson, Founder & CEO, Converge Consulting Group
St. Johns 22
Hybrid work changed everything — and yesterday’s internal communication tactics just don’t cut it anymore. Join
Krystina Jackson, Founder & CEO of Converge Consulting Group, as she flips traditional employee engagement on
its head, revealing how cutting-edge internal communications can become your ultimate retention superpower.
Through compelling insights from standout companies like Meta, Intel and HDR, you’ll learn how to diagnose
hidden engagement pitfalls, leverage data to drive impactful strategies and authentically connect with your
hybrid workforce. This lively session delivers interactive discussions, practical examples and hands-on techniques
guaranteed to energize your employees, boost retention and build passionate internal brand ambassadors.
You’ll learn:
• How to leverage data-driven communication tactics that identify and close engagement gaps effectively
• Techniques for crafting authentic, engaging two-way communication in hybrid workplaces, fostering deep cultural
connection
• Proven methods to transform your employees into enthusiastic cultural ambassadors, driving sustainable
engagement and peak organizational performance
Breakout Session 1D
St. Johns 28-29
Everything PR Pros Need to Know About Wikipedia (But Didn’t Know Whom to Ask)
Jon Goldberg, Chief Reputation Architect, Reputation Architects Inc.
How organizations, executives and brands show up on Wikipedia (and whether they do so at all) is more
critical than ever given the platform’s predominance as a data source for training AI large language models.
But communications pros must tread carefully when it comes to advising their organizations and clients on
what’s possible and acceptable to do on Wikipedia and what isn’t, as even the slightest misstep can have lasting
reputational consequences. Learn how to guide clients through Wikipedia’s veritable minefield of conflict of
interest rules, notability guidelines and community norms and pick up best practices for dealing with inaccurate
or outdated content, malicious editing and other problems while staying on the right side of the “law” with
Wikipedia’s thousands of volunteer editors.
You’ll learn:
• Why ensuring that content on Wikipedia is accurate and up to date is more critical than ever as AI tools proliferate
• The latest best practices for guiding clients through Wikipedia’s veritable minefield of rules, guidelines and
community norms and addressing content problems safely and credibly
• The best ways to get problematic content in Wikipedia articles corrected without inadvertently causing more
damage, getting into an un-winnable editing war or being banished outright
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PR & COMMS SUMMIT Presented by FPRA
