PRIA National Conference 2017

2017 PRIA National Conference – Powerful Ideas and Influence

In a world flooded with fake news and algorithm-driven information delivery, mastering meaningful and influential communication that connects intuitively to the community’s cognitive levels of need, is tougher yet more critical than ever before.

Competition for attention is fierce, attention spans are short and, while humans are heavily influenced by what others say and do, we are becoming increasingly cynical and selective about whose information we choose to trust.

Governments and organisations around the world are looking to science to bridge the gap - applying behavioural insights, neurolinguistics and related psychologies to improve the design and implementation of public policy as well as the way that policy is communicated.

Public relations and communication professionals are on the frontline helping to shape important decision making as well as leading the delivery of those decisions to the community. Developing deep insight into the way our audiences think, act and feel is the key to developing powerful ideas that achieve meaningful behavioural change and campaigns with true cut-through … so what can science teach us?

The 2017 PRIA National Conference will bring together the latest research from the world’s best behavioural scientists and design thinkers and explore how emerging phenomena, like fake news, echo chambers and filter bubbles, can have a deep-seated impact on the credibility of our advice and campaigns.

We invite you to join the discussion as we take influential thinking to the edge with a concentrated exploration of new ideas and new techniques you can put into practice immediately.

The one-day program is carefully structured to balance thought-provoking presentations with masterclass workshops ensuring delegates get maximum value from the experience. This is just one way the PRIA fulfils its mission to drive industry excellence and deliver exceptional, relevant and lifelong learning for its members.

The 2017 Conference will be held on the day of the prestigious 41st Annual Golden Target Awards and gala dinner – the longest-running and most coveted communications industry awards in Australia. The 2017 Golden Target Awards dinner will be held at the Sydney Opera House.

(More to be announced)

Psychologist and former Head of Behavioural Science for Ogilvy Australia, Sam Tatam is Behavioural Strategy Director at Ogilvy Change in London, a practice that combines the gravitas of leading research in cognitive psychology and behavioural economics with the creative expertise of the Ogilvy Group. Sam’s experience stems from a background in Organisational Psychology and advertising strategy, with a clear focus on understanding consumer behaviour on both a macro and micro scale. Today, he works to bring this thinking to Ogilvy’s clients across the globe, shaping communications and developing behavioural interventions for some of the world’s biggest brands (an adventure that’s spanned fried chicken and fast cars, to factory safety and airport security). Sam has a Bachelor of Psychology (Hons 1) from The University of Sydney and a Masters of Organisational Psychology from Macquarie University.

David Speers is Political Editor at SKY NEWS and anchor of agenda-setting political programs PM Agenda and Speers Tonight on SKY NEWS LIVE.
David is one of Australia's most respected political journalists and interviewers, leading the SKY NEWS Walkley and Logie award-winning political news coverage. He has been chosen to host Leaders’ debates and forums at the last five federal elections and covered the last four Presidential elections in the United States. David has interviewed numerous world leaders and travelled extensively reporting from China, India, Iraq, Afghanistan, Indonesia and Europe. He is also the winner of three Walkley Awards, Australia’s highest journalism honour. He also led the Sky News Political team’s coverage of the 2016 election, which won a TV Week Logie award. David served for three years as President of the Parliamentary Press Gallery and has served as a Director of the National Press Club since 2005.

Adam Ferrier is the founder of THINKERBELL, an agency that creates 'measured magic'. Adam is one of the leading consumer psychologists in Australia, a brand strategist and an authority on Behavioural Economics. He's also the author of “The Advertising Effect” and part of The Australian Creatives’ ‘Power 20’; A regular on the Gruen Transfer and Sunrise 'Masters of Spin', and featured on The Project, Celebrity Apprentice and ABC Radio. The creator of the idea behind the WARC World Innovation prize (2013), and winner of the rare Cannes Gold Lion and Gold Effie double, Adam has won at all of the world major advertising shows. Adam also created the successful board game ‘The Analyst’ (translated into four languages). Adam Ferrier doesn’t just think outside the square – he’s blown the square up. An unstoppable force in the Australian advertising landscape, Adam was previously co-Founder of Naked Communications – taking it to Australian Agency of the Year. Adam hands delegates the keys to make behaviour change happen. Either through sky rocketed motivation, or a deep understanding of behavioural economics. Adam also sits on the boards of social giving company Good Thnx, and social influencing company TRIBE.

Bem Le Hunte is the founding Course Director of the Bachelor of Creative Intelligence and Innovation (BCII), at UTS, a transdisciplinary, future-facing degree that combines with 25 different disciplines. She has a BA and MA in Social Anthropology from Cambridge University and a Doctorate in Creative Writing from the University of Sydney, as well as professional qualifications in journalism and advertising. Before joining academia she worked in managerial positions through three decades as a creative director, brand consultant and copywriter, both in the UK, Australia and India, on over 500 brands across a wide range of industries and across a broad range of media. She is also a novelist and has been published globally to great critical acclaim and written scripts for documentaries and film.

Alex Gyani is a Principal Advisor with the Behavioural Insights Team. He has worked on a diverse range of projects in health, employment, education, rehabilitation, policy evaluation, justice and financial services. He has also advised the New South Wales Department of Premier and Cabinet on a wide range of policy issues. Alex completed his PhD with a focus on encouraging people with anxiety and depression to seek treatment using a mobile phone app, and encouraging psychological therapists to use evidence based treatments. He holds degrees in Psychology from the University of Oxford and the University of Reading. He has published in peer reviewed journals in areas as wide ranging as 3D vision, mental health policy and the science practice gap, and is an associate editor for the Cognitive Therapist.

Debbie O’Brien is Senior Vice President, Global Communications at ServiceNow, one of the world’s fastest growing enterprise software companies. With roots in helping customers simplify and automate their services, today ServiceNow is transforming the way work gets done, injecting intelligence into workflows and bringing machine learning and intelligent automation to everyday work. Debbie joined ServiceNow in May 2017 and is responsible for public relations, analyst relations, social media, customer advocacy, thought leadership and c-level programs for the company. She has extensive experience supporting and providing strategic counsel to C-Suite executives. Previously, Debbie was SVP and Chief Communications Officer at Informatica. She’s also held senior communications and leadership roles at SAP and Sun Microsystems.

Ava has spent more than 26 years in global public relations working with many international and local brands across Australia, Asia Pacific, Europe and South Africa. Ava began her career in Brisbane before her love of adventure took her to London and then South Africa where she developed a strong understanding of the technology sector and expertise in corporate communication. Ava returned to Australia in an agency business management role and she has spent more than 18 years of her career managing agency businesses in Australia and across Asia Pacific. Currently the Managing Director of Weber Shandwick, Ava directs the team to produce innovative work and ensures client satisfaction.

Katarina is a communications professional with 13 years’ experience in corporate and consultancy environments. Katarina leads a team of more than 30 communicators at N2N Communications, Herd MSL’s corporate, government and B2B technology brand. Her focus is on growing the N2N brand, business and team through technically brilliant work, meaningful relationships and a vibrant culture. Katarina is passionate about working with clients to solve complex business problems. Her experience is diverse across corporate affairs, strategy, stakeholder relations and internal communications, and at Herd, she leads corporate and government clients including Tabcorp, American Express, Schneider Electric, NSW Department of Health and CSIRO. Prior to Herd, Katarina worked at Australia’s largest telecommunications company, Telstra. In this role, Katarina was responsible for developing PR strategies to leverage Telstra’s marketing, sponsorship and CSR activity.






CPD Points

Thursday 9 November

8:50am - 5.00pm

PRIA Members $799
Non-Members $999

Hyatt Regency Sydney
161 Sussex St, Sydney NSW 2000


Terms & Conditions

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PRIA event tickets can only be purchased online via credit card payment in advance. Members are required to log into PRIA website to obtain the appropriate discount and to ensure continuing professional development points are tracked.

If you wish to purchase group (more than five) event tickets and require direct deposit details please call 1800 265 285 or email Note that cash or credit card payment at an event is no longer available.

Event Location: Hyatt Regency
Registrations Open: 17th Jul 17 12:00 AM
Registrations Close: 10th Nov 17 11:59 PM
Price: AU $ 999 (Inc. GST)


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