The first day of AMA delivered in the pre-conference sessions and networking. More than 1600 attendees traveled to National Harbor for the conference. Day one was about the deep-dive moments in the pre-conference conversations, which gave attendees a chance to explore specific topics in greater depth before the main program began.
Four Key Takeaways
Here are the takeaways that I had from day one in the Senior Leader Experience and leading a pre-conference session:
The Role of the CMO is Changing
Our role as CMOs continues to change and evolve, and there is a growing connection to our work in both the community and government. As part of that, MarComm leaders are involved in so many facets of the work happening across the institution. There are days that being in these conversations is incredibly beneficial, and there are days when that can distract us from some of the work of marketing and communications. The jury is still out on how we manage this changing landscape, but we must be flexible to explore and see what works within our own culture.
PR Matters More than Ever Before
Several years ago, one of my mentors (Teresa Valerio Parrot) told me she thought the pendulum would swing in the next decade. Specifically, she felt that the role of public relations would take on more value, and that it was key to stay focused on it. In the session today, we talked about how AI and PR intersect. Several of the LLMs are using earned media as authority in deciding what content is featured and amplified in AI search. That means it’s incredibly important that we continue focusing on media pitching and should make sure we weave in our brand messaging as part of our pitching strategy.
AI Goes Far Beyond First Drafts
Language matters. Every word is important, and AI can help us think about word choice, particularly in divisive situations. As MarComm leaders, we can (and should) be building personas of our key audiences and using the tool to help us refine our messages based on how our audiences are likely to respond. The intentional approach can help ensure we’re not misinterpreted or misunderstood because of the particular words used in a message.
There is No Casual Conversation in Transition
When you are getting a new boss, the first conversation sets the tone of the relationship moving forward. Too often these are framed as casual chats, but it is important to come into them offering context, alignment, honesty, and positioning. If you can approach these conversations in this model, you position yourself as a strategic thinker and can showcase to new leadership that you can be counted on during a time of change.
Community Matters
One of the greatest gifts from AMA is community. Throughout the exhibit hall, the session rooms, and the networking moments, I found myself surrounded by other MarComm colleagues and leaders. It’s so nice to be in the space with others facing the same kinds of challenges and opportunities. It reminds me that our profession is really special, and we can work together to meet the moment!
Day Two Is Up Next
I’m looking forward to a great second day of learning, and I’ll see you here tomorrow for another recap!
And Carrie On 