Western District Conference Speakers
What’s on the Horizon at 2026 Western District Conference Agenda
We’re excited to share a detailed look at the speakers, sessions, and schedule for the 2026 PRSA Western District Conference, taking place February 2–4, 2026, in Newport Beach. This year’s program brings together industry experts, emerging voices, and communication leaders to help you sharpen your skills, spark new ideas, and strengthen your professional community.
Below is a preview of who’s taking the stage, along with when and where you can find them.
Opening General Session Keynote: Matt Marcial, CAE, APR
Matt brings more than 15 years of experience leading growth, innovation, and member engagement across global trade and professional organizations. He has successfully advanced key business areas including membership, education and events, certification, sales and marketing, and strategic partnerships.
Named a “Forty under 40” honoree by Association Forum and USAE, Matt is also a dedicated volunteer with the American Society of Association Executives and a sought-after speaker at conferences around the globe.
Lunch Keynote: Jennifer H. Cunningham, Editor-in-Chief of Newsweek
Jennifer Cunningham leads the global newsroom and oversees award-winning coverage across politics, culture, and international affairs. With two decades of experience as an investigative journalist and editor, she has guided major media brands through digital transformation and earned industry recognition. Passionate about innovation and mentorship, she also serves with the Newswomen’s Club of New York, advancing opportunities for women in journalism.
Day 1: Monday, February 2, 2026
Western District Conference Welcome Reception
6:00–8:00 PM | Ballroom Pre-Function ABC/North
Kick off the 2026 PRSA Western District Conference with an evening designed to connect, unwind, and set the tone for the days ahead. Join fellow communicators, speakers, and leaders for a relaxed welcome reception where meaningful conversations flow as easily as the coastal air.
With brief opening remarks from Suzanne Sena, former television news anchor and longtime communications leader, this gathering offers the perfect opportunity to reconnect with colleagues, meet new peers, and ease into the conference experience before we dive into a full schedule of learning and collaboration. Light refreshments, a scenic Newport Beach setting, and the energy of our professional community make this a can’t-miss start to Charting the Course together.
Day 2: Tuesday, February 3, 2026
Professional Conference Day 1
Registration Open: 8:00 AM–5:00 PM
Sponsors and exhibitors hall open at 8:00 AM
Opening Session & Keynote
8:00–9:55 AM | Grand Ballroom
The conference officially sets sail with a morning designed to bring our community together and establish a shared direction for the days ahead. As attendees gather for breakfast and conversation, Immediate Past PRSA Western District Chair and Western District Conference Chair Elena Bosch, APR, will open the conference with welcome remarks followed by OCPRSA President and Western District Conference Co-Chair Alexis Flores.
The session culminates with an opening keynote from Matt Marcial, CAE, APR, CEO of PRSA. Drawing on more than 15 years of experience leading growth, innovation, and member engagement across global professional organizations, Matt will explore how communicators can navigate change with intention, adaptability, and confidence. His perspective offers both a strategic lens and practical insight as we chart the course for the future of the profession together.
Breakouts Sessions & Panels
Morning Breakout Sessions
10:00–10:50 AM
- Ballroom A
In Sync for Impact: Turning Milestones into Media Moments
Alana Prisco, Nick Carranza, UCLA Health - Ballroom B
Storytelling Meets Search: Unlocking PR’s Advantage in the AI Era
Matt Givot, Jeff Butcher, Forge - Ballroom C
Thought Leadership: Translating Subject Matter Expertise into Clicks and Ink
Daniel Rhodes, Westbound Communications
Late Morning Breakout Sessions
11:00–11:50 AM
- Ballroom A
Navigating the Crosscurrents: PR’s Role in the New Marketing Tide
Sandra Bernardo, APR - Ballroom B
Sail for Success: Elevate Your Voice, Brand, and Career
Rachel Dickman, APR (Moderator); Melody Hendrickson; Liselle DeGrave, APR; Amy McKenzie; Kevin Strauss, APR - Ballroom C
From Questions to Coverage: Rethinking Surveys as PR’s Secret Weapon
Matthew Seltzer
Lunch
12:00–1:00 PM | Grand Ballroom
Buffet lunch and light networking
Afternoon Breakout Sessions
1:15–2:30 PM
- Ballroom A
Beyond the Bill: Building Public Trust in Rate Adjustments
Melissa Bustamonte, Grace Cardenas, Nydia Doolittle, Western Municipal Water District - Ballroom B
Level Up: Practical Steps to Move Your Career Forward and Upward
Suzanne Sena (Moderator); Justine Mrsich, M.S., APR; Marisol Barrios Perez, MSPA, APR; Jorgie Sandoval - Ballroom C
Crossover Success: How the Anaheim Ducks and Ryoko Rain Bridged Luxury Streetwear and Hockey Culture
Dan Nasitka, Rocket Launch Marketing & PR, Nick Trentacost, Anaheim Ducks
Late Afternoon Breakout Sessions
2:45–4:00 PM
- Ballroom A
Speak or Stay Silent? Navigating the Intersections of Brand, Belief, and Business
Victoria Lim, Experian, Pamela Wu, UC Davis Health - Ballroom B
Chaos to Control: Mastering Crisis Communication in the Age of Scrutiny
Paula Pedene, APR, Fellow PRSA (Moderator); Bob Gold; Dr. Alan K. Caldwell; Carolyn Smith Casertano, APR, Fellow PRSA - Ballroom C
Create a Strategic PR Plan that Generates Results
Robin Rockey, APR
Suzanne Sena Waterfront Dining Experience
5:30 PM | Balboa Bay Resort Library
Set against the backdrop of Newport Beach’s waterfront, this special dining experience invites conference attendees to slow the pace, take in the view, and connect beyond the sessions. Hosted by Suzanne Sena, former television news anchor and longtime communications leader, the evening blends meaningful conversation with the kind of storytelling that comes from years spent behind the camera and at the center of breaking news.
With the water as your backdrop and fellow communicators at the table, this gathering offers a relaxed space to share insights, exchange perspectives, and reflect on the day’s conversations. Suzanne’s experience in broadcast journalism brings a unique lens to the evening, grounding the discussion in clarity, credibility, and the power of well-told stories, an ideal setting to continue charting the course together.
Wednesday, February 4, 2026
Professional Conference Day 2
Registration Open: 8:00 AM–5:00 PM
Morning Session
8:00–9:55 AM | Grand Ballroom
Breakfast and networking: 8:00–9:00 AM
Building Public Confidence: Transparency in Local Investment
Rebecca Hall, APR (Moderator); Carrie Nocella, Esq. (Disneyland® Resort), Matthew Hicks (OC V!be), Bryon Ward (Burnham Ward Properties), Melissa Haley (City of Irvine)
The second full day opens with a timely conversation focused on transparency, trust, and community investment. Building Public Confidence: Transparency in Local Investment brings together leaders from public agencies and major organizations to explore how clear communication shapes public understanding of long-term development and infrastructure projects.
Through real-world examples and candid discussion, panelists will examine how communicators can navigate complex stakeholder landscapes, manage public expectations, and tell stories that connect progress with purpose. This session anchors the day with practical insight and reinforces the critical role communicators play in guiding communities through change.
Morning Breakout Sessions
10:00–10:50 AM
- Ballroom A
Time to Wake Up and Be an Indie
Jane Dvorak, APR, Fellow PRSA - Ballroom B
Top 10 Ways to Become Your Organization’s Communications Strategist
John Pope, Sheri Benninghoven, APR - Ballroom C
Taking a Stand for Ethics to Uphold the Truth and Deliver Accountability
Paula Pedene, APR, Fellow PRSA
Late Morning Breakout Sessions
11:00–11:50 AM
- Ballroom A
From Concept to Episode 100: Building a Sustainable Podcast
Scott Anderson - Ballroom B
DEI for Organizational Success: Navigating DEI Backlash for Communications Professionals
Adriana Maestas, Julian Velarde, Dr. Leena Rai - Ballroom C
Tech Sales & PR: Always Be Cobbling
Charla Batey, APR
Lunch & Closing Keynote
12:00–1:00 PM | Grand Ballroom
Opening Remarks
Gina Ray, APR, ABBY
Lunch Keynote
Jennifer Cunningham, Editor in Chief, Newsweek
Jennifer H. Cunningham, Editor-in-Chief of Newsweek, will share insights from the helm of a global newsroom, reflecting on leadership, credibility, and innovation in an era defined by constant change.
With a career spanning investigative reporting, editorial leadership, and digital transformation, Jennifer’s perspective offers a compelling look at how communicators and journalists can build trust, elevate important stories, and remain resilient amid disruption. Her remarks provide a thoughtful pause to reflect on where we’ve been, where we’re headed, and how communicators can lead with clarity and purpose.
Western District Best in the West Awards
Marisol Barrios Perez, MSPA, APR (2026 Western District Chair)
The Western District Best in the West Awards celebrate the very best in public relations and communications excellence across our region. Featuring top entries selected from chapter-level award winners, this recognition highlights the creativity, strategy, and impact of work that advances our profession and elevates the communities we serve.
Presented during the conference, the Best in the West Awards honor practitioners and teams whose campaigns demonstrate outstanding insight, execution, and results. This special moment brings the Western District community together to recognize innovation, share inspiration, and applaud the exceptional work shaping the future of communications.
Shark Tank: Pitch to the Press
Day 1 | Breakout 1b
1:15 PM –2:30 PM | Ballroom B
What makes a pitch irresistible to the press? In this interactive “Shark Tank”–style session, attendees will step into the hot seat to pitch story ideas and announcements to a panel of media professionals—then receive candid, real-time feedback on what works, what doesn’t, and why.
Participants will gain practical insight into how journalists evaluate pitches, what instantly grabs attention, and how to refine messaging to cut through the noise. Whether you’re pitching a major announcement or a smaller story with big potential, this session offers actionable takeaways you can apply immediately.
Panelists include:
- Jennifer Cunningham, Editor in Chief, Newsweek
- Peter J. Brennan, Editor in Chief, Orange County Business Journal
- Akira Olivia Kumamoto, Social Media Content Creator, The Associated Press
Add-On Experiences
2:45–4:00 PM
Finding your Path
Matt Prince
The most important brand you will ever build is yourself. In this session, Matt Prince introduces the PATH framework, a values-driven approach to personal branding that starts with identity, not job titles, and equips you with a clear compass to make intentional career decisions in a constantly changing landscape.
APR in a Box (Mid to Senior Level)
Patrice Smith, APR
Justin Glover, APR
For experienced communicators ready to sharpen their strategic edge, APR in a Box offers a clear, practical look at what it takes to pursue—and benefit from—the Accredited in Public Relations (APR) credential. Designed for mid- to senior-level professionals, this session demystifies the APR process and connects it directly to real-world leadership and decision-making.
Led by Patrice Smith, APR, Fellow PRSA, and Justin Glover, APR, the session breaks down the essentials of APR preparation, from readiness assessment to study strategies, while highlighting how accreditation strengthens strategic thinking, credibility, and professional confidence. Attendees will leave with a realistic roadmap, helpful resources, and a stronger understanding of how APR can support long-term career growth.
