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 (soon to be announced) 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.

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.

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

A major cyberattack doesn't just crash computers- it immediately puts reputation, trust, and leadership at risk. In this case study, we take you inside a large company's response to a major data breach. We'll show you how the comms team coordinated with IT, legal, and operations to handle millions of affected customers, revealing how communications leads the recovery effort.

This session addresses the key challenge for PR professionals: How can we use AI tools effectively without risking human trust? We will give you actionable steps for using AI while also looking closely at the necessary ethical issues. These include the challenges of creating authentic content, the vital need for transparency (should we tell the client?), and the steps required to protect brand reputation. Learn how to ensure you, the PR professional, stay the trusted expert in this new environment.

Moderated by PRWeek

Please select which session you would like to attend and go to the relevant Hub room which will be clearly signposted.

Stay tuned…more session information coming soon!

B2B storytelling is tougher than ever, requiring communicators to turn complex products into clear narratives for high-stakes audiences. Explore how brands are building reputation- from using leadership voices to smart social strategies. We’ll look at what makes a message cut through, how to maintain momentum when news is scarce, and how to keep your brand story consistent.

Please return to the plenary stage for PR360’s afternoon content.

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.

What makes a song or a character impossible to forget? This session explores the psychological reasons behind how PR teams create campaigns that stay in people's minds. We look at how using emotion, repetition, and being truly distinctive can boost memory and build trust. Through a real combination of psychology and creative thinking, make your campaigns culturally relevant and highly effective.

Journalists scroll faster, stories break on social media, and audiences demand honesty, meaning the press release has to change entirely to get noticed? This session shifts the focus from "is it important?" to "how do we make it unmissable?" We will look closely at two different ideas: the first involves totally updating the press release using multimedia and social media hooks, and the second means replacing it entirely with direct, authentic content. Expect clear, practical ideas on using content for the best results and ensuring your message cuts through the noise.

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.