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You can’t fix a problem until you first identify what it is and why the current approach doesn’t work. In this dynamic session, Mary Lou Panzano admits her early-career mistakes and the lessons she learned. She reveals the research behind what most leaders get wrong when driving change and introduces ways to fix those problems. This candid session, sprinkled with humor, will deliver real-world stories, actionable takeaways, and leadership insights you can apply immediately in your organization, career, and life. => Learn the four main reasons why most change efforts fail => Discover a proven framework to achieve sustainable, people-centered transformation => Walk away with practical leadership behaviors that spark lasting change and real results Speaker: Mary Lou Panzano Mary Lou Panzano is an award-winning communications executive with over 35 years of experience in employee communications at global companies, empowering leaders to guide strategic organizational change. She is a certified leadership coach, communications advisor, speaker, and best-selling author, passionate about helping people succeed through any change they wish to make in their business or lives. Mary Lou is a featured author in the Cracking the Rich Code, Volume 18 anthology, and her solo book, Cementing Change: Cracking the Code for Communications that Work, will be published in 2026. Live Sessions:  The live one hour sessions will take place at 9:00 AM CT & 5:00 PM CT on 5 February 2026.  Read more

When attention is the scarcest resource in change, communication must work harder. Dr. Jen Frahm explores the intersection of applied neuroscience, agile change, and change communication to reveal how to achieve cut-through in complex environments. Together, we’ll unpack: How to create cut-through when audiences are tired, overwhelmed, or working in complex systems. How to communicate inclusively and respectfully with diverse audiences. How to foster clarity in times of extreme uncertainty and ambiguity. You’ll walk away with three brain-friendly communication techniques you can apply immediately to make your messages stick and your change conversations count.   Speaker Dr. Jen Frahm is the co-founder of The Agile Change Leadership Institute and builds change capability in organizations. She is a global expert on organizational change, communication and transformation, a tamer of ambiguity, speaker of truths, and solver of problems. An IABC recommended speaker, she is known for being at the frontier of business agility and change. She is the author of Change. Leader – The changes you need to make first (2021), Conversations of Change: A guide to workplace change (2017), and co-author of The Agile Change Playbook (2020). Her latest book Change. Communication will be published in 2026. She has designed and delivered change across multiple industries and professions, from wine sales to wedding dresses, veterinary products to energy retailers, nuns and engineers, big banks, small IT companies, publicly listed, privately owned and non-profit organizations, and across 28 countries. She now lives and works from Seddon on the land of the Wurundjeri Woi Wurrung (Naarm / Melbourne), Australia. Read more

The PESO Model® is the operating system that accelerates marketing effectiveness by unifying siloed teams and efforts under a single integrated framework. Spin Sucks and IABC are joining forces to offer the PESO Model Certification to IABC members at a reduced cost to help them align their goals across Paid, Earned, Shared, and Owned (PESO) channels.  Join us for our quarterly town hall series, where the Spin Sucks and IABC leadership teams will discuss the most effective ways you can use PESO to support your marketing goals.   What We’ll Cover: What communicators need to know about visibility, credibility, and trust in today’s AI-influenced landscape Why traditional channel-first planning no longer works—and what to use instead How the PESO Model® integrates paid, earned, shared, and owned media into one strategic system Real-world examples of PESO in action (and where most teams go wrong) How to move from disconnected tactics to coordinated, measurable communications programs How the PESO Model® supports both individual contributors and senior leaders Practical ways IABC members can apply PESO immediately—regardless of team size or budget Who This is For: Communications professionals managing multiple channels and stakeholders Practitioners who feel stuck in execution mode and want to be more strategic Leaders responsible for proving the impact of communications work IABC members looking for modern frameworks that actually scale Read more

How do communicators balance the inside and outside worlds of a crisis – keeping employees informed, engaged and aligned while managing external audiences, including media and stakeholders? This session will unpack what “inside-out” really looks like in practice, how trust and consistency are built under pressure, and how internal choices can shape an organization’s external response. We are delighted to welcome Alison Arnot – a seasoned communication consultant, trainer and author – as our guest speaker. Her recently released book, Internal Communication in Times of Crisis: How to Secure Employee Trust, Support and Advocacy in Crisis Situations, offers valuable insights that will provide a strong foundation for our conversation. Discussion questions 1.     How can communicators ensure internal messages prepare and empower employees before external announcements are made? 2.     What happens when internal and external narratives drift apart – and how can that misalignment be repaired? 3.     How do organizations strike the right tone and timing when employees and the public learn about a crisis simultaneously? 4.     What practical approaches help leaders maintain trust, morale and authenticity inside while managing reputation outside? We look forward to another candid, interactive discussion as we continue building a global SIG community of crisis communication professionals.   Live Sessions:  The live one hour sessions will take place at 11:00 AM CT on 22 January 2026.  Read more

Visibility has arguably become the ultimate currency for entrepreneurs. But with countless opportunities to gain “exposure” in exchange for your time, talent, or services—often without compensation—how do you distinguish between strategic brand building and being taken advantage of? Join us as we welcome Priya Bates, an award-winning communication strategist and IABC Fellow, for a practical session that will transform how you evaluate visibility opportunities. With more than 20 years of experience leading communications for major organizations including Loblaw Companies Limited and HP Canada, Priya brings both strategic insight and real-world expertise to help you navigate these complex decisions. As one of the first Certified Communication Management Professionals (CMP) in the world and a Master Communicator (MC), she understands the delicate balance between building your profile and protecting your worth. In this session, Priya will help you: Identify the difference between strategic visibility and exploitation, Recognize red flags in “exposure” opportunities before you commit, Assess the true value of visibility requests, Confidently say yes or no while protecting your brand and boundaries. In short: learn how to grow your entrepreneurial profile without selling yourself short. Read more

When change initiatives fail, it is often due to poor communication strategy and tactics.  In this new IABC Master Class, understand why major change initiatives may fail and how employee trust is eroded during poorly managed transitions.​ Explore how open, honest, and consistent organizational messaging rebuilds credibility and stabilizes teams.​ Use proven methodologies and structured communication plans to lead recovery and minimize future risk.​  Discuss techniques to rebuild trust through consistent leadership behavior, clear corrective actions, and frequent employee engagement.​ Learn practical steps for repairing organizational image and stakeholder confidence, including supportive internal and external communication and visible improvements in management processes.​ Key Learning Objectives Identify factors that turn change initiatives into crises, including communication missteps and lack of leadership alignment.​ Develop communication plans that acknowledge failure, explain corrective actions, and signal a commitment to returning stability and reliability to the organization.​ Restore trust by strengthening feedback mechanisms, listening to affected employees, and maintaining long-term, honest dialogue.​ Implement brand and reputation recovery strategies that build confidence among internal teams and external stakeholders.​ Apply case studies and roleplays simulating high-stake situations to give participants actionable frameworks and talking points that can be adapted to their real-world contexts.​ Read more