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UnSummit 2025 Agenda
PRSA Dallas UnSummit 2025: PR & Marcom Reimagined
Navigating the New Era
Agenda
7:30 a.m. Registration and Continental Breakfast Presented By Freeman Leonard
Arrive early to network and enjoy breakfast
8:00 a.m. Welcome from Christopher Ruth, APR, PRSA Dallas President
8:15 a.m. Are You Ready? When Your AI Ethics Policy Fails
An eye-opening conversation about protecting your business in an AI world
Get ready for a supercharged keynote kicking off this year's PRSA Dallas UnSummit as Fast Company AI Columnist and creator of The Media Copilot Pete Pachal (joining virtually) and Former PRSA Dallas President and AI PR/Communications Coach Melissa Flynn, APR, tackle the issue on every communications leader's mind: "Now that we have an AI policy, how are we 'living' it – and what happens when it fails?"
Pachal and Flynn, who also partner to train PR agency and corporate comms teams on how to practically and ethically transform using AI, will share common AI ethical challenges facing PR and communications professionals today and discuss actionable solutions for your company to consider.
Prepare your questions now – they'll wrap up with a robust Q&A session with UnSummit attendees. 
Speakers:
Melissa Flynn, APR, MBA, Former PRSA Dallas President and AI PR/Communications Coach
9:00 a.m. Changing PR Landscape and the Digital Age
Discover how leading voices in communications are navigating a rapidly evolving media environment in the digital age.Join a powerhouse panel of PR pros from Genuine Article, Half Price Books, Big Brothers Big Sisters Lone Star, and AT&T, and Giant Noise for an inside look at the strategies shaping the future of public relations.
Emily Bruce, Public Relations Manager, Half Price Books
Oriana Piña Ontiveros, Senior Manager of Communications & PR, AT&T
Emily Maldonado, Senior Account Supervisor at The Door
Moderator: Dom DiFurio, Director, Genuine Article
Speed Insights presented by Fire on the Hill
Speaker: Nick Ward, Managing Partner, Fire on the Hill
10:00 a.m. Cross-Career Stage Talks
Gain fresh perspectives from PR leaders at every stage of their careers as they share lessons learned, pivotal moments, and advice for navigating the industry’s twists and turns. Join this panel of accomplished voices from Dallas Area Rapid Transit (DART), APC Collective, FleishmanHillard, Axon, and Capitol One.
Audrey Ponzio, Founder and CEO, APC Collective
Jen Little, SVP, Senior Partner and General Manager Texas, FleishmanHillard
Kristin Lowman, PR Manager, Public Sector, Axon
Prachi Purohit, Vice President, Corporate Communications, Capital One
Moderator: Cimajie Best, Senior Manager of Local & Regional Affairs, Dallas Area Rapid Transit (DART)
10:45 a.m. The Celebrity Effect: How Story, Influence, and Podcasting Drive Impact and Action
Mid-Morning Keynote Speaker: Tommy Habeeb is a television personality, best known for producing and hosting a variety of television and film genres. As the executive producer and host of one of the original reality television shows, “Cheaters”, Tommy altered the landscape of television with the breakthrough of reality television and his innovations in live camera and docuseries styles. He is an Animal Advocate, Hall of Fame, Award Winning Actor, Television Personality, Writer, Producer, Speaker and Golf Journalist, Entrepreneur, Business Consultant, Hosts and Executive Producer of the Hit Television Show in its 5th Season “TO THE RESCUE.” His new book “Celebrity Effect: Bridging Hollywood & Corporate America.”
In today’s media-saturated world, attention is currency, and great storytelling is the gateway to credibility, connection, and conversion. Tommy Habeeb, veteran television host and producer, unpacks how The Celebrity Effect can be strategically leveraged by brands and communicators to amplify impact without chasing fame.
Drawing on decades of experience, staring in dozens of broadcast television series to launching a nationally distributed sports video series at Walmart to building a purpose-driven media empire around pet rescue. Tommy reveals how authentic storytelling, amplified by podcasting and platform presence, transforms audiences into movements.
Attendees will discover:
• How the Celebrity Effect creates trust and visibility through association
• Why podcasting is today’s most powerful trust-building medium
• How stories don’t just inform—they inspire, convert, and build legacy
• Strategies to ethically harness influence to elevate brand missions
Whether you’re managing a corporate brand or advocating for a cause, this session offers PR professionals a masterclass in using modern media strategy to make messages matter. 
Speaker: Tommy Habeeb, CEO of Tommy Habeeb Enterprises and Host of Tommy Habeeb Podcast
11:30 a.m. Stretch Break & Mindfulness in Today’s Busy World
Speaker: Jenn Miller, LMT, RYT, Reiki Master. Founder of Jenn Miller Healing
11:45 a.m. Lunch
Pick up a quick buffet-style lunch and take a few minutes to recharge.
12:00 p.m. Communicating in an Ever-Changing Media Landscape
Explore how seasoned communicators are adapting strategies to meet the demands of today’s fast-paced, unpredictable media environment. Hear insights from panelists as they share real-world experiences from entertainment, journalism, politics, and sports. 
Joe Trahan, Senior Director, Sports/Entertainment Group, Tony Fay PR and Director of PR and Communications, North Texas FIFA World Cup 26 Organizing Committee
William McKenzie, Senior Editorial Advisor, George W. Bush Presidential Center and Adjunct Journalism Professor, Southern Methodist University (SMU)
Colleen McCain Nelson, Executive Editor and Vice President, The Dallas Morning News
Sheena Autin, Assistant News Director, WFAA
Moderator: Chris Lawrence, Anchor, WFAA
12:45 p.m. Activating Emergency Communications During a Crisis
Learn how crisis-tested communicators prepare for the unexpected and mobilize messages when every second counts. Join us for a candid discussion with experts from municipal government, nonprofits, and the private sector on activating emergency communications that make an impact.
Panelists:
Belinda Willis, CPC, Senior Consultant, DFW Strategic Communications, and Former PIO and Director of Communications & Marketing, City of Mansfield
Will Hampton, Senior Vice President of Leadership Development, SGR, and Former PIO, City of Round Rock
Christina Cavalier, Senior Director of Community Relations, The Salvation Army of North Texas
Moderator: Tom Bryson, Vice President & Public Sector Practice Leader, Cooksey Communications
1:30 – 2:00 p.m. Mindful Mixer – “The Pause Lounge”
Enjoy refreshing mocktails while engaging in lively conversations, making new connections, and sharing ideas with fellow PR and marketing professionals.
**Agenda is subject to change. Check in for updates.
Thank you to our supporting sponsors!
