HIGH POINT, N.C. — The American Home Furnishings Alliance has expanded its upcoming Marketing/PR Conference program with a new PR Lab feature. The conference will be held Aug. 26-27 at the conference center at Guilford Technical Community College in Colfax, North Carolina.
The new conference feature is designed to provide the latest public relations insights to help address corporate challenges, focusing on crisis communications related to product safety, global trade and economic issues.
Jim Furrer, senior vice president at Steinreich Communications, will lead the session, sharing insights on strategic media counseling, crisis communications and senior management coaching. Furrer has more than two decades of experience in creating and implementing global communications for companies such as Dunkin’ Brands, Tupperware, TGIFridays and Spirit Halloween.
“The PR Lab is a must-attend session for every communicator and marketer, no matter the size of your company,” said Patricia Bowling, AHFA vice president of communications. “The best crisis communications work is often invisible. We recognize it by what doesn’t happen.”
Additional conference sessions include:
*Houzz & Home Trends on the Rise for 2027, presented by Pamela McNally, head of field marketing for Houzz Pro.
*Establishing a Brand Clarity Framework, presented by Chirag Nijjer, brand strategist.
*AI Marketing Tools 2.0, with Matt Ritter, associate professor of strategic communication at High Point University.
*Myth-Busting Generational Marketing Insights for 2027 from Sara Gutterman, co-founder and CEO of Green Builder Media.
Registration for the conference is $350 for AHFA members and $650 for non-members and includes a light breakfast and lunch both days, as well as a cocktail reception on Aug. 26.
