Understanding the key forces driving change in media and platform dynamics 

How effective messaging can foster stability during times of rapid transformation 

Adapting strategies to shifting societal expectations and global challenges 

Emerging patterns in media consumption, audience engagement, and regulatory influence 

The rise of niche platforms and their impact 

Adapting to media consumption shifts across traditional, digital, and hybrid models 

Strategies for navigating regulatory shifts, misinformation challenges, and evolving audience needs 

The impact of evolving government regulations, including Australia’s age restrictions on media and platform operations 

Discussing how false narratives spread and influence societal divisions 

Ensuring transparency, credibility, and responsible messaging in a polarised landscape 

The role of technology and AI in misinformation – Examining the impact of algorithms, deepfakes, and synthetic media on trust and perception 

Balancing free speech with platform responsibility and government intervention 

Empowering audiences to critically evaluate sources and recognise manipulation 

Collaborating across sectors to restore trust – Strengthening partnerships between media, businesses, government, and civil society to create a transparent information ecosystem  

The rise of AI-powered PR – How automation, machine learning, and generative AI are reshaping media and communications strategies 

Examining emerging innovations, from deep learning-driven storytelling to predictive analytics in media relations 

Understanding how to leverage AI for press releases, reports, and real-time audience engagement 

Using AI to help track public perception, industry trends, and competitor activity through text, video, and image analysis 

Streamlining customer interaction and stakeholder engagement with AI-powered tools 

Predicting, managing, and responding to negative PR with real-time data, automation, and AI-driven media monitoring 

Understanding how evolving social media behaviours impact communication strategies 

Discussing how the algorithm updates on Meta, Instagram, X, LinkedIn and TikTok impact content visibility, reach, and engagement in PR and communications campaigns 

Staying ahead of new platforms, features, and audience shifts that impact PR strategies 

Crafting compelling content that resonates with audiences across diverse and dynamic platforms 

Utilising analytics and sentiment tracking to ensure PR efforts align with organisational goals and performance metrics 

Discussing how organisations from central government, private sector, and PR agencies identify early signs of harassment and take proactive steps to prevent escalation 

Exploring strategies used across industries to safeguard brand image when facing public criticism or negative narratives online 

Sharing methods for tracking digital discussions and maintaining control over brand perception 

Understanding how various industries adapt communication approaches quickly to manage online threats and crisis 

Employing data to fine-tune communication efforts to ensure strategies align with desired outcomes 

Analysing audience interactions and sentiment to adjust content and messaging in real-time 

Overcoming issues like data quality, volume, and balancing quantitative (hard metrics) with qualitative (audience insights) data for a holistic strategy 

Utilising AI for predictive analytics, automation, and deeper insights into audience behaviour and media coverage 

Creating systems to continuously monitor, analyse, and iterate on strategies, ensuring consistent optimisation based on fresh insights 

Understanding the importance of using analytics to refine messaging and target specific audience segments more effectively, ensuring content resonates and drives engagement 

Real-world sustainability messaging examples, highlighting PR campaigns that have successfully communicated sustainability to drive impact

Strategic communication approaches - Using clear, transparent storytelling, data-backed messaging, and visuals to engage target audiences and simplify complex sustainability topics 

Demonstrating how integrating sustainability into business goals strengthens PR campaigns and boosts brand reputation 

Tackling greenwashing concerns, balancing bold sustainability claims with achievable goals, and maintaining authenticity in communication 

How PR teams can drive organisational change by fostering a culture of adaptability and resilience 

Crafting clear, strategic messaging to guide teams and stakeholders through change with confidence 

Refining communication approaches to build understanding, alignment, and support in times of uncertainty 

Leveraging honest, transparent communication to strengthen trust and navigate complex transitions 

Anticipating challenges, embracing flexibility, and using proactive communication to lead change effectively