Staying Relevant in an Ever-Changing World

Our organization has seen and experienced the changing dynamics of communications on a global scale. Given this, it is important to gather our learnings and share insights as independent agencies to help each partner stay relevant. The delegates will be taking a deep dive into the trends, challenges, and new ideas shaping the PR landscape; at the end of the day, the goal is not just to keep up, but to transcend the current mindset in the communications industry.



Day 1 Arrival | May 19, Sunday

From fake news, agency breakouts, to speed dating leads, The Summit will open with discussions on topics currently changing the PR industry. The day will be capped off with a Film Festival, followed by a reception dinner where guests can catch up with fellow delegates at the lovely Manoir Montmorency.

Sharing Best Works
led by Megann Outram, Atmosphere & Alina Damaschin Ciocirlan, Rogalski Damaschin Public Relations

Global Survey Results
to be Discussed by Neil Green Senate SHJ

Learning Through Exploration
by Julie and Colin Angus

Healthcare Sector Meeting

Reception Dinner at Manoir Montmorency



Day 2 | May 20, Monday

Day 2 will kick off with a series of panel discussions on the best practices in the PR industry. Facilitated by partners and guest speakers, delegates will be sharing insights and stories on solving common pain points encountered by PR  agencies. Renowned online marketing strategist David Meerman Scott will be discussing the immense power and influence of fandom in the current media landscape.

with David Meerman Scott

Panel Discussion Big Group: Three Growth Strategies from the fastest growing
agencies in PROI
hosted by Rebecca Mayo, Lansons

Panel Discussion Smaller Groups

Discussion: Creating the Irresistible Pitch
led by Karin Lohitnavy, Midas PR
Showcase of the biggest client wins of last year
and how they won

PROI Film Festival
hosted by Julie Colehour, C+C

Interactive activity: Agencies gather in small groups to share their pitches for discussion
and critique
led by Dirk Aarts, 24/7 Communications

Discussion: How to Win Awards
led by Debby Penton, Wildfire PR
Winners of major awards share tips
on what makes a winning entry

Interactive activity: Agencies share
award submissions for discussion and critique

led by Debby Penton, Wildfire PR

Panel Discussion with Activity: Top 5 Most Pressing Business Challenges and The Path We Took to Solve
led by Trudy Kremer, Jackson Spalding
5 Leaders will discuss their top 5 issues

Using Data to Drive Successful Campaigns
led by Lena Soh-Ng, Huntington Communications
A discussion with partners who are successfully using data and analytics to drive better client outcomes

Sharing of Best Works
led by Elaine Chuah, Priority Communications

Issues Management and Crisis Sector Meeting



Day 3 | May 21, Tuesday

For Day 3, panel discussions will be focusing on navigating tricky situations and improving campaigns. Delegates are encouraged to share fresh perspectives on challenges commonly faced by agencies. Partners from C+C, Släger Kommunikasjon AS, and Gullers Grupp  will be leading the discussions.

Visualize! Make Your Great Campaigns More Appealing
led by Michaela Benedigova,
Seesame Communications Experts

Panel Discussion: Organizing Innovation in Future Agency
led by Hemming Lindell, Gullers

Mastering Your Brand Story
What brands can learn from movie directors,
Mark Jones, Filtered Media
How best practices in storytelling
will help master your client's public narrative

Handling Tricky Situations
led by Bryan Cohen
What Would You Do? Bryan asks agency
leaders how they would handle tricky situations

Healthcare Sector Group Meeting

Financial Communications Consultant Meeting



Day 4 | May 22, Wednesday

Enjoy your last day in Québec with a regional meeting to cap-off the summit. Lunch would be served at the Fairmont Le Chateau Frontenac where you can catch up and meet with fellow PROI colleagues from your region.

Regional Meeting




Participating Partners