Sometimes companies can see a crisis coming from a mile away. Other times the crisis sneaks up quietly then explodes with unexpected force. Regardless how it arrives, when a crisis hits your company today, preparation is the key to controlling communications and minimizing damage.
Public relations, marketing and communications professionals at all levels will benefit from the “PR Lab” planned as part of the 2026 Marketing/PR Conference presented by the American Home Furnishings Alliance (AHFA). This new conference feature is designed to provide the latest public relations insights to help address common corporate challenges. This year’s focus on crisis communications comes as product safety, global trade and economic issues have forced the home furnishings industry into the national spotlight on many occasions over the past year.
Leading the exercise will be Jim Furrer, senior VP at Steinreich Communications, where he shares his expertise in strategic media counseling, crisis communications and senior management coaching with clients that include national, emerging and franchise brands. Furrer has more than two decades of experience in creating and implementing global communications for leading companies and organizations, among them Dunkin’ Brands, Tupperware, TGI Fridays and Spirit Halloween.
The 2026 Marketing/PR Conference will be held August 26-27 at The Conference Center at Guilford Technical Community College in Colfax, North Carolina, just minutes from Piedmont Triad International Airport in Greensboro. Registration is $350 for AHFA members and $650 for non-members and includes a light breakfast both days, lunch both days and a cocktail reception on August 26.
“The PR Lab is a must-attend session for every communicator and marketer, no matter the size of your company,” says Patricia Bowling, AHFA vice president of communications. “The best crisis communications work is often invisible. We recognize it by what doesn’t happen.” Attendees will learn techniques for establishing clarity and confidence and key steps for controlling the narrative around difficult situations.