Trust & Influence: Being the Communicator Your Company Needs

Trusted to be a Voice at the Table

Nov. 18–19, 2026 | Atlanta, GA

Overview

Trust is no longer assumed … it must be earned, reinforced, and protected. The corporate communicators who earn trust play a critical role in shaping business decisions and organizational direction.

This November, we’ll gather PRSA members at The Coca-Cola Company’s global headquarters for two immersive days focused on elevating our role as strategic partners. Through hands-on learning, real-world scenarios and candid peer discussions, you’ll gain practical insights on using data to tell stronger stories, influencing leadership, navigating complexity and leading confidently during moments of pressure.

Our Event Host:

The Coca-Cola Company Global Headquarters
Atlanta Office Complex (AOC)
One Coca-Cola Plaza
Atlanta, GA 30313

Registration

Registrant Type	Saver By 10/16	Regular After 10/16
Corporate Communications Section Member	$595.00	$695.00
PRSA Member	$695.00	$795.00
Nonmember	$995.00	$1095.00

Accreditation Information

Participants with the APR credential earn 2.0 CEUs for this event. Learn more about Accreditation.

Event Agenda

Tuesday, Nov. 17
7–9 p.m.	Optional Dine-Around Casual dine-arounds grouped by industry or area of focus (participants will be able to sign up for industry-specific dining groups for deeper conversations; costs not covered by PRSA or event registration).
Wednesday, Nov. 18
8 a.m.–5 p.m.	Building Access Check-In and Registration
8–9 a.m.	Breakfast — Open Networking
9–9:45 a.m.	Keynote Address
9:45–10 a.m.	Break
10 a.m.–12 p.m.	Strategic Communications Workshop From Order-Taker to Strategic Partner: Elevating the Role of Corporate Communications - Strategy, Data, Creativity and Influence in Action Presented by Crescenzo Communications Overview: This hands-on workshop is designed to help communications practitioners define a clear practical communication strategy that aligns internal and external efforts around shared goals. Themes: Proving value, thinking strategically, influencing leadership and clearly connecting corporate communications’ work to business outcomes. Part One: Identifying and Framing Communication’s Value Being busy does not automatically mean being valuable … and leaders know the difference. Participants will learn how to connect their communication work to real business priorities not just activity lists and deliverables. The focus is on shifting the conversation from what we produce to how we contribute to organizational success. Objectives: Bridge the gap between communication activities and business priorities Identify strategic opportunities where communications can demonstrate value Understand the difference between output and outcomes in internal and external communications Topics Include: Why “we’re busy” is not the same as “we’re valuable” How to connect communication efforts to what leaders actually care about The difference between what you produce and what it changes Part Two: Data-Driven Storytelling: Demonstrating Impact with Metrics Data does not speak for itself; communicators do. This section focuses on choosing the right metrics making sense of numbers and turning data into stories that help leaders make decisions. Objectives: Equip participants with tools to measure what matters Learn how to talk about metrics in a way that resonates with leadership Topics Include: Choosing the right metrics and avoiding meaningless ones Translating data into clear compelling stories Moving from dashboards to decision-driving insights
12–1 p.m.	Lunch Break — Open Networking
1–3 p.m.	Strategic Communications Workshop Continues Part Three: Creativity Meets Strategy — Engaging Audiences Effectively Creativity works best when grounded in strategy. Participants will explore messaging visuals and campaign thinking to make communications clearer more engaging and easier to act on. Objectives: Understand how creativity strengthens not replaces strategy Learn how messaging visuals and storytelling improve engagement Topics Include: Why strategic creativity matters more than “flashy” ideas Crafting messages that respect audience time and attention Using visuals and storytelling to make information stick Use AI to quickly generate message variations craft headlines or build your strategy Part Four: Influencing Leadership and Building Strategic Partnerships This section focuses on building confidence and skills to move from order-taker to trusted advisor using better questions stronger framing and clearer recommendations. Objectives: Position communications as a business partner rather than a service function Build confidence in advocating for resources priorities and recognition Topics Include: Shifting from order-taker to advisor Asking better questions to influence decisions upstream Navigating pushback and competing priorities
3–3:30 p.m.	Afternoon Snack Break — Open Networking
3:30–4:30 p.m.	Keynote Address
4:30–5:15 p.m.	Coca-Cola Company Global Headquarters Guided Tour 50 attendees max (participants will be able to sign up in advance of the event).
Thursday, Nov. 19
8–9 a.m.	Building Access Check-In
8–9 a.m.	Breakfast — Open Networking
9–9:45 a.m.	Keynote Address: Bradley Akubuiro with Bully Pulpit
9:45–10 a.m.	Break
10 a.m.–12 p.m.	Crisis Communications Workshop
12–1 p.m.	Lunch Break — Open Networking
1–2 p.m.	Crisis Communications Workshop Continues