Story & Strategy and Texas Tech to Host Pro Institute on AI, Trust and Leadership for DFW Communicators

# What this event is and why it matters Story & Strategy and Texas Tech University's College of Media & Communication Graduate Program are partnering to present the inaugural Pro Institute: How Communicators Lead the AI Shift on Oct. 22. The forum will be available in person and virtually. It is designed for communications professionals, marketers, executives and organizational leaders in the Dallas–Fort Worth area.

# The problem the event responds to

Despite that high adoption, governance is lagging. Only 31% of respondents reported clear, documented organizational guidelines for AI use. Another 33% reported having no guidelines, and 28% said their organizations rely on informal guidance. That gap—widespread use without formal rules—creates practical and ethical challenges around accuracy, trust, transparency and long-term implications for the profession.

# What the Pro Institute will cover Organizers say the event will not focus solely on technical capabilities. Instead, the program centers on leadership, trust and organizational culture as AI becomes more embedded in communications work. The keynote speaker, Bob Hutchins, Ph.D., is author of What AI Reveals and advocates an approach called "The Third Way," which aims to move beyond both hype and fear to practical strategies that preserve human connection while adopting AI.

Co-founder Kim Brown, APR, frames communicators as the people advising leadership teams, shaping messaging, managing reputation and building stakeholder trust. Abigail Hoover, co-founder of Story & Strategy, says the goal is to create a conversation that reflects the realities communicators are facing now and to help organizations navigate AI adoption thoughtfully and strategically.

# What attendees can expect

• Conversations about balancing innovation and ethical responsibilities.
• Case studies and practical recommendations for governance and policy development.
• Discussion of everyday AI use cases in communications (brainstorming, drafting, research, planning, data insights).
• Guidance on handling accuracy concerns and long-term implications raised by practitioners.

# Who should consider attending

• Communications and public relations professionals who use or plan to use AI tools.
• Marketing and content leaders responsible for messaging and reputation.
• Organizational leaders who need to set or approve AI governance and policy.

# Immediate implications for communicators The survey data points to three practical priorities for DFW communicators: formalize AI guidelines, develop governance processes that address accuracy and ethics, and equip leadership teams to talk about AI-driven changes in ways that maintain stakeholder trust. The Pro Institute is positioned as a forum to start those conversations and offer frameworks for action.

# Logistics

# Bottom line