UGC Campaigns + Reputation

What happens when a global brand hands the mic to its fans? Magic. We’ll dive into the power of user-generated content and how authentic customer stories can build trust, fuel engagement and create serious brand buzz. You’ll walk away with creative ideas, practical tips and a real-world global brand case study that brings it all to life.

Anna Larson – Director at Flint Group
Anna Larson (she/her) is the Director of PESO Content at Flint Group with 15+ years of experience turning ideas into stories people care about. A former journalist at heart, she pairs data-driven strategy with creative storytelling to help brands show up with purpose. 

A Fargo native and former journalist, she’s an empathetic leader, office plant lady and unapologetic #OOTD enthusiast who believes great work should be strategic, human and fun. Off the clock, she’s spending time with her fiancé, Shane, proudly embracing auntie life and being bossed around by her cat Eva and dog Dobby—yes, that Dobby.

Agency/In House/Nonprofit Panel

Agency, corporate or nonprofit—which PR path is right for you? Hear firsthand from communications professionals as they share the realities, rewards, challenges and unexpected moments that come with each career path. Let's get real: the panel will give you an honest look inside the world of PR.

Michelle Griffith - Director at Bellmont Partners
Michelle has 15 years of experience in communications, marketing and brand leadership roles both on the agency and corporate side. Leading the Bellmont Partners Professional Services and Public Affairs practice group, Michelle has had deep focus with professional organizations and solutions from technology to healthcare and beyond for B2B and B2C brands. She excels at helping leaders and organizations—from start-ups to large organizations—hone their unique story, value proposition, and thought leadership strategies in a way that builds trust, credibility and preference. Michelle is a graduate of Bethel University and holds a bachelor’s degree in marketing. In 2021, Michelle was an Ad Fed Minnesota 32 Under 32 winner in the organization’s annual recognition of the best young talent in marketing, advertising and public relations.

Daniel Sullivan – Director of Communications at Winnebago Industries
Daniel Sullivan is the director of communications at Winnebago Industries where he leads the company’s corporate communications efforts. In his role, Daniel has responsibility for Winnebago Industries’ external communications, media relations, corporate digital properties, crisis communications and internal communications while collaborating with leaders from the company’s portfolio of brands to ensure seamless communications capabilities and processes.  

Daniel has over fifteen years of experience in communications across multiple organizations and brands. He most recently worked at Cargill, a global food and agribusiness company, as the global director of media relations and issues management where he was responsible for developing and implementing strategic media relations, crisis and issue management plans to support business strategies globally as well as to support the company’s thought leadership and stakeholder engagement efforts.

Previously, Dan held roles of increasing responsibility at CoBank, the National Cattleman’s Beef Association and DCI Group, a public affairs firm in Washington, D.C. Dan holds a bachelor’s in communication studies from DePaul University and is a Page Up member of the Arthur Page Society.   

Outside work Dan enjoys spending time outdoors pursuing his passions which include racing sailboats, boating with his family, fly fishing, golf and upland hunting. He lives in Minnetonka, Minnesota with his wife, twin daughters and bird dog, Gus. 

Laura Telander – Senior Director of Public Relations, ECMC Group
Laura Telander is the Senior Director of Public Relations for ECMC Group, a Minneapolis-based national education nonprofit dedicated to helping students succeed. In this role, Laura shapes and executes strategic communications that elevate ECMC Group’s brand, safeguard its reputation and amplify its expertise across the postsecondary education landscape.

A champion for helping students of all ages determine their future career path, Laura spearheaded the acclaimed Question the Quo campaign—a multi-year, award-winning data-driven public awareness initiative designed to empower Gen Z teens to pursue education and career paths that fit their unique goals. 

Laura’s passion for equipping individuals with the essential skills they need to pursue thriving careers extends beyond her professional role. She currently serves on the boards of BestPrep, a Minnesota nonprofit providing hands-on financial and career experiences to students in grades 4-12, and Summit Academy OIC, an accredited career and technical education institute in North Minneapolis that helps individuals overcome barriers and transition into in-demand, living-wage careers.

Prior to joining ECMC Group, Laura founded and led her own public relations firm for 14 years, partnering with clients across diverse sectors to deliver impactful communications strategies and drive organizational growth.

Paul Omodt, APR, Fellow PRSA - Principal at Omodt & Associates Critical Communications

 For more than 35 years, Paul Omodt, APR, Fellow PRSA has provided crisis communication and issues management expertise to clients whose success depends on telling their story when communication is critical. He is known for handling some of the Midwest’s most pressing critical issues, from the unrest following the murder of George Floyd to recent federal immigration actions in the Twin Cities. For more than a decade, Paul has taught as an adjunct professor at the University of St. Thomas in both the undergraduate and graduate schools, and he has published peer-reviewed academic research on crisis communication and effective telehealth techniques. Paul has served on several local and national committees, including chairing PRSA’s Advocacy Committee, and has spoken at ICON several times and taught pre-ICON sessions.

Dan Jasper – Strategic Communications Advisor at Mall of America

Dan Jasper is a veteran communications leader, storyteller and brand strategist serving as Strategic Advisor at Mall of America. Over the past 30 years, he has helped organizations navigate moments of celebration and crisis, shaping narratives that build trust, connection and brand loyalty. At Mall of America, he has led communications strategies that connected deeply with guests, customers and internal teams while guiding leaders through high-pressure situations with clarity and empathy.

Daniel’s career spans crisis communications, media relations, tourism and guest experience, grounded in a belief that authentic human connection is at the heart of effective communication. Before entering corporate communications, he worked in the nonprofit sector, experiences that shaped his people-first approach to leadership and storytelling. He earned his BS and MBA from Cardinal Stritch University.

Thoughtful Use of AI in PR

AI is reshaping the PR industry, but how we use it matters more than simply using it. This session explores the thoughtful, responsible use of AI in communications, including where it adds value, where it falls short and why human strategy, ethics and storytelling still matter most.

Darryl Sellers - Director of Public & Media Relations at Carepool

Darryl Sellers, MA, is a strategic communications and media relations professional with more than a decade of experience across public health, healthcare, nonprofit, corporate, higher education and public sector organizations. He serves as Director of Public & Media Relations at Carepool, where he leads storytelling, media strategy, stakeholder engagement and executive communications to expand transportation access for aging adults and people with disabilities.

Previously, Darryl led public relations efforts for the Biden-Harris Administration’s “We Can Do This” national COVID-19 vaccine confidence campaign while at CMRignite. Earlier in his career, he spent 10 years as a television reporter, building the storytelling and communications expertise that continue to shape his leadership today. Darryl also serves as Vice President of Public Relations for the National Association of Black Journalists – Minnesota chapter and is passionate about mentoring future communicators.

How PR and Advertising Work Hand in Hand

See how PR and advertising can work together to make a bigger impact. Pick up practical tips for blending strategies and tracking the results of your combined efforts.

Chris Liakos – Creative Director at Padilla
Chris brings a unique combination of advertising and public relations insight to the Creative team at Padilla.

After graduating from the University of Minnesota, Chris started in media relations and communications in various higher education settings. After refocusing his career in creative copywriting, he has successfully built brands and created fresh campaigns for clients across all industries. He’s contributed big thinking for FrieslandCampina, Creamland Dairies, Blue Cross and Blue Shield of Minnesota, BASF, McDonald’s, Giant Gasoline and Convenience Stores, UnitedHealthcare and many more.

Leah Kondes - Senior Director at Padilla
Leah (she/her) is the former DEI officer of Minnesota PRSA and now serves the chapter as its volunteer liaison. She earned her bachelor’s degree in English from The Catholic University of America in Washington, D.C. She is the mother of two Gopher alums and one Tommie. She is a senior director in Padilla’s corporate strategic advisory with a focus on social impact. She grew up in Lakeville and now lives in Minneapolis with her spouse and their English Setter puppy.