This workshop explores how communications leaders can identify, shape, and secure earned media opportunities in a world where visibility depends not only on traditional SEO but also on how AI systems interpret and elevate our organizations. I’ll walk attendees through how I use Meltwater to monitor emerging narratives, uncover high‑value media moments, and strategically position Ultimate Medical Academy in conversations that influence both human audiences and algorithmic ones. With 2026 being the Year of the Fire Horse, a year symbolizing boldness, decisive action, and fearless communication, this session will focus on how to bring that same energy to your media strategy.
This topic matters because the communications landscape has never been louder or more competitive. AI‑driven discovery is reshaping how stories spread, how reputations are formed, and how organizations are ranked, summarized, and surfaced. Attendees will leave with a clear framework for spotting earned media opportunities earlier, acting on them faster, and amplifying their impact across both traditional and AI‑driven channels. They’ll also gain practical tools for cutting through noise with confidence and data‑backed decisiveness.
I currently serve as the PR Director for Ultimate Medical Academy, where I lead media strategy in a fast‑moving, highly regulated sector. My work centers on elevating UMA’s mission and expertise through earned media, real‑time insights, and narrative positioning. I’m the right person to lead this workshop because I live this challenge every day, balancing brand reputation, media opportunity, and the rapidly evolving influence of AI on public perception.