This opening keynote sets the strategic tone for the entire conference, focusing on the current state of comms and media in 2026.

We will sit down with one of the industry’s top PR leaders for a candid, in-depth discussion about the key questions facing the sector this year. This is the must-attend conversation on how communications leadership needs to adapt now.

The frustrations between agencies and in-house teams are universal: Budgets don't align, briefs are often unclear, and the context needed for good work is frequently missing. This session brings two panels- one in-house, one agency- together for an honest conversation about these real issues. Expect a candid discussion on budgets, briefs, feedback, and trust, as we try to find some genuine common ground for better collaboration.

Take advantage of the refreshments and break in content to grab a coffee, network with your peers and explore our networking area.

PR teams are moving faster than ever. But speed alone hasn’t solved the industry’s biggest challenge: anticipation.

In this session, we’ll examine why most communications functions remain structurally reactive despite increasingly widespread AI adoption, and what it actually takes to shift from monitoring events to shaping strategy.

Attendees will learn how diverse data types, purpose-built intelligence, and organisational alignment enable PR teams to spot leading indicators, surface risk earlier, and influence client outcomes before narratives take hold.

This case study takes you inside a recent lobbying success that delivered measurable results, showing exactly where strong communication changed the legislative outcome. We'll examine the steps the team took: how they identified the right people to influence, used media strategy to share their message widely, and created a public story that was heard far beyond the policy experts.

We’ll pause the case study and ask you to name one non-obvious person or group that could derail the project. Then, we’ll reveal the surprising group the team actually focused on to succeed.More info to follow…

An honest conversation on what to measure in communications. Focus on choosing the right metrics to track difficult concepts like brand narrative shifts and reputation over time, ensuring your reports speak directly to the Board and C-Suite. 

Finishing with a "Metrics Myth Buster" segment, using live polls to challenge common assumptions about measurement and showing what senior leaders actually care about. More info to follow…

Moderator: Naomi MG Smith, Web & Social Media Manager, Rolls- Royce

How does a global heritage brand stay at the center of the cultural conversation? Discover the strategic blueprint behind the impactful "Baby Evie" campaign and get an exclusive first look at the results from George and Daddy Pig’s London Marathon debut. Learn how to bridge purposeful storytelling with high-octane PR to drive multi-generational engagement.

This essential panel directly addresses the key challenge for PR professionals: how to effectively use AI tools for efficiency and speed without fundamentally risking human trust. Expect actionable steps for integrating AI into your workflow while looking closely at the necessary ethical issues. The discussion will cover the challenges of maintaining authentic content, the vital need for transparency (should we tell the client?), and the concrete steps required to protect brand reputation. 

Presenting the 90-Day AI Pledge, prompting the audience to debate and commit to the single most crucial standard for responsible AI usage in PR today. More info to follow…

Moderator: Jen Jamie, Director, Communications & Public Affairs, UK & Ireland and Comms Lab EMEA, Google

How Political Polarisation, Geopolitical Friction, and Information Manipulation Are Turning Corporate Reputation into a Contact Sport

What does it truly take to run a campaign that works? This session looks at a successful, award-winning project from beginning to end. We'll share honest insights on what was successful, what went wrong, and exactly how the team measured the impact on reputation and audience behaviour.

The audience will vote on how to handle real-world dilemmas, from ethical pushback to demanding bosses and tight deadlines. It’s a candid look at how to negotiate, pivot quickly, and get executive buy-in without losing your creative edge.

Is the press release dead? That’s the question up for debate in this panel discussion. With the number of journalists decreasing and the rise of social media as a news source, is the press release still relevant in media relations? 

We will poll the room before and after the debate to see if the panel’s arguments shift the verdict on the future of the press release.

Moderator: PRWeek editor

Chair’s Closing Comments

PRWeek Editorial Team

Join us to celebrate the end of Day 1 of PR360 at the Seahorse for networking with views of Brighton beach, drinks and canapes.