​Join us for a practical discussion on how static ICPs are hindering PR efforts, and as a result, stunting the growth of businesses at the same time.

​Who should attend: Marketing and communications leads, and PR teams at B2B technology companies who are investing in PR and want to make sure it's reaching the right buyers.

​In the AI era, the way buyers form opinions, build trust, and make decisions has fundamentally changed. PR strategies built on static, assumption-led ICPs are now a material commercial risk, producing broader stories, weaker differentiation, and coverage that reaches the wrong audiences. This session is a practical briefing on why that gap has widened, what it costs, and what a living, evidence-based ICP looks like in practice

​In this panel discussion, we'll explore how misaligned ICPs are taking a bigger tolls on businesses than many might expect, as well as highlight best practice when it comes to identifying your ICPs.

​Meet our expert panel

• ​Claire Williamson, Founder and Managing Director - Resonance + Agentcy

• ​Luke Farrugia, Founder, SignalForge & VP, Global Marketing - Explori

• ​Emma Gair, Marketing Business Partner - Ekco

​​Together, the panel will unpack how ICPs need to shift to match the changing buyers journey and why organisations need to address this now - before it becomes a serious revenue risk.

​​Topics we’ll cover

• ​Why static, outdated ICPs are now a material risk to PR effectiveness

• ​The real commercial cost of ICP and narrative misalignment

• ​Why “knowing your ICP” is no longer enough i.e. attention, trust, narrative, and influence now matter just as much

• ​The growing role of non-traditional influence channels (AI answer engines, peer communities, dark social)

• ​What a living ICP looks like in practice, including recommended review cadence

• ​How buyer evidence (not opinion) should anchor narrative decisions

​​There will be time for audience Q&A at the end of the session.