20:00 PM - 22:00 PM: Welcome Reception
• Location: Acla Bar, Kongress Hotel Davos
• Description: Upon arrival in Davos, attendees are invited to join for an evening of networking over welcome drinks.

9:00 AM - 17:10 PM: Conference Day 1
• Location: Davos Congress Centre

9:00 AM - 9:20 AM: REGISTRATION

9:20 AM - 9:25 AM: OPENING WORDS
• Host: Maxim Behar, WCFA President

9:25 AM - 9:30 AM: WELCOME REMARKS
• Speaker: H.E. Philipp Wilhelm, Mayor of Davos 

9:30 AM - 10:00 AM: KEYNOTE SPEECH 1
• Speaker: Paul Holmes, Founder at PRovoke Media (US)
• Topic: TBC

10:00 AM - 10:30 AM: KEYNOTE SPEECH 2
• Speaker: David Richard Evans, Baron Evans of Sealand (UK)
• Topic: Win ’24 – The Great Journey from Defeat to Victory

10:30 AM - 11:00 AM: KEYNOTE SPEECH 3
• Speaker: Mary Beth West, Strategic Consultant
• Topic: TBC

11:00 AM - 11:30 AM: COFFEE BREAK

11:30 AM - 13:00 PM: PANEL DISCUSSION 1

Topic: The Impact of AI on Public Relations
Focus:
• AI Tools in PR: Enhancing efficiency and targeting through data-driven strategies
• Ethical Considerations: Balancing AI use with privacy and transparency
• AI vs Human Expertise: Will AI replace PR professionals, or enhance their capabilities?
• Crisis Management: How AI can predict and mitigate PR crises

Moderator: Stuart Bruce, PR Futurist & Co-Founder at Purposeful Relations (UK)

Panelists:

• Sanjiv Winayak, Senior Client Director/Head of AI at Milk & Honey (UK); 
• Kateryna Doroshevska, Founder & CEO of BECOME PR Agency (Ukraine);
• Sophie Reymond, Public Relations Consultant and Founder at SRPR (Switzerland)

13:00 PM - 14:00 PM: LUNCH BREAK

14:00 PM - 15:30 PM: PANEL DISCUSSION 2

Topic: Future Trends in Public Relations & Digital Marketing
Focus:

• Deregulated Social Media Content: The rise of less-regulated platforms and its impact on misinformation (Meta’s end to fact-checking).

• Influencer Marketing: Shifting focus toward authenticity and meaningful brand partnerships.

• Crisis Communication in a Digital Age: Adapting to fast-moving media and real-time challenges

• Innovation in Public Relations: Latest trends in a global market

• PR strategist vs. PR executive: how to move to the level of an advisor

• Women in PR: Growing leadership roles for women in a previously male-dominated industry

Moderator: Mike Southon, Entrepreneur Mentor at The Beermat Entrepreneur (UK)

Panelists:

• Kirsty Leighton, Founder & Group CEO at Milk & Honey PR (UK)
• Iryna Zolotarevych, Advisor to the Minister of Social Policy of Ukraine (Ukraine)

15:30 PM - 17:00 PM: PANEL DISCUSSION 3

Topic: Measurement of PR Strategies for High-Profile Clients
Focus topics (TBC)

Moderator: Catherine Hernandez-Blades, Independent Board Director; Former VP Brand & Communications Officer at Aflac (US)

17:00 PM - 17:10 PM: Closing Remarks
• Speaker: Maxim Behar, WCFA President
• Topic: Summarizing Key Takeaways 

18:00 PM - 22:00 PM: Gala Dinner & Awards Ceremony
• Location: Hotel Waldhuus Davos 

Join us for an unforgettable evening of elegance, celebration, and connection! Enjoy a 3-course gourmet dinner in the company of esteemed professionals and innovators in the communications field. And for the first time in person, the highlight of the evening will be the prestigious Award Ceremony of the annual global Davos Communications Awards 2025, where excellence and creativity take center stage.

9:00 AM - 13:10 PM: Conference Day 2
• Location: Davos Congress Centre

9:00 AM - 9:20 AM: REGISTRATION

9:20 AM - 9:30 AM: OPENING WORDS
• Host: Maxim Behar, WCFA President

9:30 AM - 11:00 AM: PANEL DISCUSSION 4

Topic: Public Relations and the Evolution of Political Messaging
Focus:
• Characteristics of effective political speeches in election campaigns.

• Tactics for engaging diverse audiences and fostering voter trust during elections on the examples of the Federal elections to the Bundestag in Germany on 23 February;

• Strategies for managing public opinion on economic expansion initiatives.

• Adapting PR strategies to resonate across different geopolitical contexts.

Panelists:

• Guntram Kaiser, Founder of KaiserCommunication GmbH (Germany);
• Laura Baxter, CEO of Castle Mount Media GmbH (Germany);

11:00 AM - 11:30 AM: COFFEE BREAK

11:30 AM - 13:00 PM: PANEL DISCUSSION 5

Topic: Strategic Communication and Crisis Management in the Modern Market
Focus:
• Expanding Global Market Presence: Effective communication strategies for entering new markets

• TikTok Shop, Temu & Shein’s Winning Strategy: How the Chinese fast-fashion brands are conquering the West, emerging as key marketplaces in 2024; PR strategies to bridge the trust gap

• Greenwashing: Analyzing false sustainability claims or misleading practices, sustainability myths (electric vehicles), the impact on brand reputation, best practices for crisis management

• Reputation Crisis in Major Industries: Analysing crisis management practices for oil and gas companies (handling climate change responsibility), airline industry (Boeing’s safety issue), trade (Elon Musk’s support for Trump and its impact on Tesla’s corporate image) 

• Rebuilding Trust Through Strategic Storytelling

• The Spiral of Silence and Chernobyl

Moderator: Catherine Hernandez-Blades, Independent Board Director (US)

Panelists:

• Katja Fasink, CEO, key7 Communications (Slovenia)
• Syed Bukhari, Head of Strategic Communications & Visibility at American University of Sharjah (United Arab Emirates)
• Dina Mostovaya, Founder & CEO at Mindset Consulting (Spain) 

13:30 PM - 14:30 PM: PANEL DISCUSSION 6

Topic: Regionality in PR – Tailoring Communication Strategies to Local Cultural Contexts

• The role of culture in enhancing communication in Africa

Panelists:

• Thabisile Phumo, Executive Vice President Stakeholder Relations at Sibanye-Stillwater (South Africa); 
• Tatevik Simonian, Co-Founder, SPRING PR; Founder, Doing Digital Platform (Armenia);
• Chetna Krishna, Communications Officer at CERN (Switzerland); 
• Viroslava Novosylna, CEO & Founder at SLOVA PR (Ukraine)

14:30 PM - 15:00 PM: Closing Remarks
• Speaker: Maxim Behar, WCFA President
• Topic: Reflecting on the Summit’s Key Takeaways and Future Direction