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PRWeek Convene: A Time to Transition
Date: Wednesday, January 27, 2021
Time: 12PM-2PM ET/9AM-11AM PT
A year of unprecedented uncertainty. That’s how 2020 will be remembered. And much of that can be attributed to goings-on in our nation’s capital, as well as state and local governments.COVID-19 and racial inequity also dominated the conversation and magnified the unpredictability. The 2020 election results will mean more major flux in Washington that will resonate across the globe, changes that will profoundly impact how every communicator does his or her job.PR pros have spent the past year stepping up in a big way to help organizations navigate historically choppy waters. A new administration always presents new challenges and opportunities for brands and corporations as they operate in a fresh environment. Dealing with the Biden administration will require a markedly different approach than the Trump era, but many tenets of effective advocacy remain constant.This PRWeek virtual event focuses on the myriad new responsibilities, opportunities and challenges PR pros face in 2021 and beyond. The trio of sessions will provide education, tools and practical inspiration to help communicators do their jobs effectively in 2021.
Agenda:Session 1: 12 p.m. - 12:40 p.m. An opening for purpose
Sponsored by Red Havas
Over the past four years, U.S. government support for sustainability and social responsibility initiatives has been minimal. With people searching for meaning to make sense of what’s happening in the world, companies and CEOs have increasingly been asked to take concrete action to back up their public statements. This has driven a sea change in what consumers require from today’s business leaders. Now, heads of companies are expected to connect their customers, employees and brands to a greater purpose – to lead both on and with purpose. With our incoming administration signaling a potentially exciting new era for advocacy, it’s time to talk about what’s next for business leaders, purpose and those who help them communicate it. In this session, we will examine what communicators can do to take advantage of this opportunity.
Speakers
Session 2: 12:45 p.m. - 1:20 p.m.
Changing minds in DC and beyond
Sponsored by CRAFT
In Washington, DC, power and influence are the most sought-after commodities. Organizations and industries are vying for the attention of President Biden, his administration, and Washington policymakers. Also, with a divided nation, in a time of turmoil, brands are challenged on how to approach consumer advocacy. We, as communicators, must be ready to navigate this new era; especially, when consumerism and activism are becoming intertwined. In this session, tactical counsel will be offered to bolster comms efforts aimed at impacting Washington influencers and policymakers. Strategies and tactics will be shared to help brands maneuver effectively with their messaging and outreach to a consumer base whose opinions vary so widely along the political and other spectrums. You will be better equipped to communicate and advocate effectively in this new cultural-political landscape.
Speaker
Session 3: 1:25 p.m. - 2 p.m.
Breaking through the glass ceiling – for good
The highest-ranking female in the history of U.S. government. The first woman ever to be named Treasury Secretary. An all-female White House senior comms team. These historic announcements by president Joe Biden resonated far and wide, but perhaps most with a PR industry that has long been largely female, but not at the most senior levels. Progress has certainly been made on that front, but it must continue. In this session, we will examine the strides made by the industry and drill deep into what must be done so that the broader comms sector can forever put to rest the “glass ceiling” conversation.
Agenda subject to change.
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