Industry Leaders at Future Focus Conference Emphasize Trust, AI Integration, and Authentic Storytelling as Key to Future Success

The PR Net hosted its third annual Future Focus Conference, bringing together global leaders across media, marketing, technology, and communications to explore the bold ideas, technologies, and strategies shaping the industry's future. With over 250 senior executives attending ten future-forward panel discussions, the event provided a platform for critical dialogue, practical insights, and invaluable networking. Digital recordings of the conference are now available for pre-order at https://www.theprnet.com/futurefocustickets.

The opening panel, How to Thrive During the Great Media Disruption, addressed building trust and relevance in today's fragmented landscape. Dan Simon, Founder of Qwoted, emphasized the shift toward community-driven media, noting that people trust people more than brands. Helen Tobin of Substack highlighted the value of authentic voice, while Andy Pray of Praytell pointed to AI's role in enhancing storytelling by allowing smart people to focus on narrative rather than grunt work.

Social Impact Strategies: The Case for Brands Doing Good focused on how businesses can build brand equity through purpose. Crystal Carroll of Ulta Beauty stated that doing good is good for business, as consumers want brands aligning with their values. Anna Doré of Rothy's stressed the need for consistency in long-term value rather than short-term sales, and Rachel Henderson Eliff of Fenton emphasized that listening to communities leads to better profits and stronger brands.

In Owning the Narrative: Staying in Control in the Age of AI, panelists explored maintaining brand voice while leveraging technology. Samyutha Reddy compared using AI to onboarding a new hire, requiring context and training for effectiveness. Parker Olson of PodPitch encouraged experimentation with AI tools, while Paul Miser of 5WPR framed AI as a strategic asset for mapping ecosystems and building content roadmaps. Erica Vlahinos of OpenAI highlighted that human connection and creativity will become more valuable as AI handles tasks.

Maximizing Affiliate Marketing in a Changing Media Landscape tackled performance and relevance, with Nik Sharma of Sharma Brands noting Reddit's authenticity despite industry skepticism. Courtney Vanpraag of impact.com emphasized visibility into touchpoints to measure press impact, and Paddy Cleary of Paul Street urged brands to learn from audience reviews. Teresa Grammatke of eAccountable concluded that brands must be where their audience is, whether on Reddit, Substack, or elsewhere.

What's Next in Influencer Marketing? examined the evolution from celebrity endorsements to community trust. Jo Cronk of Whalar stated that success involves earning trust through creators and communities, not just reaching audiences. Mary Ogushwitz of Magrino emphasized strategy over scale, and Sara Feder of WeArisma noted the power of smaller voices in making brands relevant. Patrick Janelle of Untitled Secret highlighted the powerful affinity influencers generate.

The Power of Brand Partnerships explored how collaborations become long-term builders, with Sara Joseph Noyes of BerlinRosen warning against entering conversations too late without a story. Eléonore Dethier of Sotheby's stressed that every collaboration must tell an authentic story, and Danielle Bias of MOCA noted the incredible ROI of magical, unorchestrated partnerships. Moderator Noria Morales summarized that partnerships always take longer than expected.

AI & The Creator Economy: Redefining Influence and Creativity unpacked how AI shapes content creators, with moderator Tara Hagan of Edelman noting that 74% trust someone like them over institutions. Valerie Chapman of INFRM described a shift to the curator economy with emerging niche communities. Alexia Adana of Edelman called for transparency from brands and tech companies, and Melissa Grevstad of Dove emphasized that brand purpose remains the north star despite technological changes.

Seeing the Brand Everywhere: Activating Brand Love at Scale focused on distribution and omnichannel relevance. Moderator James Nord of Fohr stated that distribution is increasingly important, with influencers reaching internet nooks and crannies. Stephanie Goldstein of Marriott explained the shifting value model when considering production costs and attention focus, and Meredith McLuckie of DICK'S Sporting Goods noted that influencer content outperforms brand content at a fraction of traditional media costs.

The Future of Travel & Hospitality Marketing emphasized experience and storytelling, with David Zapata of Zapwater Communications advocating a 360-degree approach. Jamari A. Douglas of Bermuda Tourism Authority highlighted the need for honesty in data use for personalization, and Sarah Evans of J/PR stated that luxury is about unique stories rather than trends. The closing panel, What is PR Today… and Where is it Going?, offered a candid look at communications' future, with Gabrielle Gambrell of Hachette Book Group noting PR's need for realism, Kate Haldy of Anthropologie underscoring values-driven storytelling for Gen Z, Josh Rosenberg of Day One Agency reflecting on niche cultural targeting, and Vanessa von Bismarck of BPCM emphasizing that AI aids grunt work but human connection remains central.