PRSA-ECD 2026 CONFERENCE SESSIONS & SPEAKERS REVEALED
How PRSA Hustles – A Conversation with PRSA
Join us for a candid, free-ranging discussion with the two leads of our national society to learn about the state of the agency, the three “Rs” of PRSA (Revenue, Retention and Recruitment), along with another important “R” – Relevance – and how PRSA is adapting for the future. Bring your questions!
Matt Marcial, CAE, APR – Chief Executive Officer, PRSA; Heide Harrell, MA, APR – 2026 Chair, PRSA; Director of Communications, Central Arkansas Water
Moderator: Ray Day, APR – Immediate Past Chair, PRSA; Vice Chair, Stagwell
AI in PR: What’s Next and How to Prepare for It
AI is, no doubt, the most talked-about topic in the communications and PR industry today. Yet do we all really understand the unique opportunity and risk AI presents? Join one of the leading AI minds in communications – from Google DeepMind – to hear where AI is today and the implications for communicators, where AI is headed, which skills we need to be developing and honing, and how we can prepare for what’s to come – including the reputation challenges and opportunities of today’s “tech lash.”
Amanda Carl-Pratt – Head of External Communications, Google DeepMind
On the Record: Journalists Debate the Future of Media (and What PR Pros Need to Know)
Traditional and emerging news media are evolving into an interdependent ecosystem where they both compete and cooperate, relying on each other to survive and expand their reach. At the same time, AI is reshaping media relations for journalists and public relations pros. And reporters and editors are stretched now more than ever. As a result, the competition to get journalists’ attention has intensified. How can public relations professionals stand out when pitching reporters story ideas moving forward? What is the future of media in the next five years? Our media panel will offer important takeaways and more.
Panelists Mike Lee, Managing Editor, Crain’s Detroit Business; Phoebe Wall Howard, Contributing Columnist, The Detroit News and Creator, “Shifting Gears” Substack; Katrease “Kat” Stafford, Global Race and Justice Editor, Reuters; David Welch, Detroit Bureau Chief, Bloomberg
Moderator Dr. Alicia Nails – Director, Wayne State University Journalism Institute for Media Diversity
Public trust in institutions is fractured, and the pressure on brands to weigh in, or stay out, has never been higher. Using a real-time contrast between two major brands that made opposite bets under identical political pressure, this session gives PR professionals a practical, research-backed framework for deciding when to speak, when to act quietly, and when silence is genuinely the right call. Drawing on current trust data, recent case studies, and crisis communications best practice, attendees will leave with a repeatable decision model they can apply immediately, whether they’re advising a Fortune 500 board, a client roster, or a solo practice.
Karen Swim, APR – Founder, Words For Hire
The Communication Evolution: From Public Relations to Integrated Marcomms
As the communication landscape rapidly shifts, public relations professionals must evolve beyond the traditional PR function to think like integrated marketers. This workshop breaks down how to make this transition happen and introduces an interactive strategy to guide the process. Designed as a practical toolkit, the session provides actionable steps to help traditional PR practitioners build integrated, multi-channel strategies for their organizations or clients.
Peter Van Dyke – CEO and Founding Partner, VVK PR + Creative
Crisis Communication: Faster with AI, Better with Humans
Crisis communication remains a fundamentally human endeavor—even as generative AI reshapes how PR practitioners monitor issues, analyze stakeholders, and draft responses. AI can simulate the language of empathy and cultural awareness, but it cannot listen, share a community’s lived experience, or accept accountability for an organization’s actions. Bill will examine where AI is taking the profession and how it can strengthen crisis work; Rian will draw on her career experience to show why relationships, local knowledge, and credible action remain decisive. Together, they’ll challenge practitioners to use AI’s many hands to create more time for the judgment and human connection only people can provide when navigating crises.
Bill Nowling – Professor of Practice & Director, College of Communication Arts & Sciences, Michigan State University; Rian English Barnhill – VP of Government and Community Affairs, Olympia Development
Managing the Hustle: Practical Strategies for Thriving in a Rapidly Changing Profession
Communications professionals are navigating unprecedented change. From AI and evolving skill sets to increasing workloads and constant change, many professionals are asking the same question — How do I continue to grow without burning out? This interactive workshop will provide practical tools for managing stress, adapting to change and building sustainable career resilience. Through guided reflection, coaching exercises, and audience participation, attendees will leave with actionable strategies they can immediately apply to both their professional and personal lives.
Adria Moses – Writer; Trauma-Informed Facilitator; Founder, School of Radical Healing
Hotel Information
- Atheneum Suite Hotel block deadline ($169 p/n): Aug. 17. Call (313) 962-2323 and reserve under “2026 PRSA East Central District Conference” block
- Cambria Detroit Downtown hotel block deadline ($199 p/n): Aug. 31. Call 877-424-6423 (Group name: PRSA East Central District Conference; Group code: 5314848) or book here.
Conference Schedule
Thursday, 9/17
- PRSSA/Student Event, 3 – 5 p.m. at The Hilberry Gateway Lobby, 4715 Cass Ave. Open to students and professionals! Free to attend with conference registration. Event sponsored by Wayne State University
- Welcome Mixer, 5:30 – 7:30 p.m. at Cielo Rooftop at Cambria Detroit Downtown, 600 W. Lafayette Blvd. Apps, cash bar and networking with other conference attendees. Free to attend with conference registration. Event sponsored by PRSA Detroit
Friday, 9/18
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- ECD Conference, 7:30 a.m. – 4:30 p.m. at The Corner Ballpark, 1680 Michigan Ave.