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About this event
The Reputation Gap is a breakfast hosted by the International Association of Business Communicators (IABC) Western Australia. It is on Thursday 5 November 2026 at ECU City Campus in Perth. Tickets from $45. Bonfire is an event sponsor, and Matthew Elshaw is speaking. We are not the host.
Your stakeholders are asking AI about your organisation. They're getting a verdict in return, built from everything the public record says about you. You can't buy your way into that answer, and you can't write it for them.
The session tackles three questions. Will AI recommend you? Bonfire shows what happens inside AI search tools like Google's AI Mode and ChatGPT before anyone clicks. What will AI say about you? Clarity Communications explains what shapes how AI describes your organisation. How do we do this responsibly? The morning launches the whitepaper Beyond the Noise: Conversations on Tech, Truth, Influence & Trust, from Associate Professor Katharina Wolf and Dr Bridget Tombleson (Curtin University) and Dr Catherine Archer (ECU).
The session closes with a joint Q&A.
Partners
Speakers
Matthew Elshaw
General Manager - Product, Bonfire
Matt works the gap between how people search and how brands measure it. He has spent nearly two decades on organic search and data-led media strategy, including the AI visibility metrics that sit before the click.
Sara Murray
Associate Director - Communications, Clarity Communications
Sara has spent 17 years helping organisations across Australia and New Zealand protect and build their reputations, with experience spanning issues and crisis management, media relations and stakeholder engagement. She's worked in-house for Shell and Air New Zealand, and now helps lead the team at Clarity Communications, advising clients in local government, property and resources.
Dr Catherine Archer FPRIA
Edith Cowan University
Catherine is Academic Lead of Communication and Culture at Edith Cowan University, where she leads the Ethical Digital Futures research group. Her research covers social media, influencers, health and ethical communication, and she comments regularly in the media for outlets including the BBC, ABC and The Conversation.
On the day
7:00am for a 7:30am start, finishing at 9:00am. Enter via the Yagan North Entrance and take the north lifts. The room is Function Room CC.1S.715 on Level 7.
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Bonfire is Perth’s leading independent digital marketing agency, with 20+ years’ experience, Google Premier Partner status, AMI Agency of the Year 2025 recognition, and the trust of 150+ Australian brands.
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