The Future of PR and Marketing
Presented by the West Region

March 19, 2026 | noon CT

LMA Body of Knowledge Domain: Communications
Competencies: Measure Message Effectiveness, Media/Public Relations, Digital Marketing

Explore the rapidly evolving landscape of PR and marketing in this forward-looking program, where a CMO, CMCO and PR Agency Founder and President dive into the rise of Generative Engine Optimization (GEO) alongside traditional SEO, questioning whether email marketing still holds value in today’s digital environment. Discover how the media focus is shifting beyond legacy outlets like The Wall Street Journal, with brands increasingly targeting emerging platforms such as Substack and influencer-driven channels for greater impact. The session also examines the transformation of crisis communications, highlighting how strategies must adapt to new technologies, audience behaviors, and the fragmented media ecosystem. 

Learning Outcomes:

• Discover how the media focus is shifting beyond legacy and “tier one” media outlets and why it matters.
• Discuss how to building long-term authority through media relations, thought leadership, and strategic use of rankings and reviews—these are what AI models recognize and elevate.
• Identify strategies to adapt to new technologies and audience behaviors.

Presenters:
Seth Horowitz, Founder and President, Horowitz Agency. Seth started Horowitz Agency in 2007 after a decade-long tenure at Greenberg Glusker, a leading business and entertainment law firm in Los Angeles. Led by Seth, the agency pays close attention to overall business development and marketing strategy when rolling out various marketing tactics, such as content creation, public relations, websites, and social media. Seth is a graduate of the University of California, Santa Barbara, where he double majored in Economics and English.

Jennifer Klein, Chief Marketing and Communications Officer, Littler. Jen Klein is a senior marketing, communications, and public relations executive with more than 25 years of experience shaping brand strategy, elevating organizational reputation, and leading integrated, data driven and high impact marketing communications programs—primarily within the professional services industry. As Chief Marketing & Communications Officer for Littler, the world’s largest labor and employment firm, she leads the strategic vision for the firm’s global marketing and communications function.  She brings deep expertise in strategic positioning, executive communications, media relations, thought leadership, and change management storytelling that drives business objectives and strengthens organizational identity. 

Chris Walker, Chief Marketing Officer, GLP Attorneys. Chris is the CMO of GLP Attorneys – the largest personal injury law firm in the Pacific Northwest. She brings more than 30 years of experience building and scaling growth platforms for privately held, professional-services organizations, with a deep focus on marketing, business development, and operational alignment. Chris is a strategic marketing leader known for translating firm vision into measurable growth through integrated branding, client-acquisition strategies, referral-network development, and data-driven decision-making. She excels at identifying market opportunity, designing innovative go-to-market strategies, and executing tactical plans that align marketing, intake, operations, and firm culture to support long-term objectives.

Price:

LMA Members: Complimentary
Prospective LMA Members: $79

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