ICON 2023

This October, the PRSSA e-board had the incredible opportunity to attend ICON 2023 in Nashville, Tennessee. Below are some of our key takeaways from the PR pro-led breakout sessions.

Afternoon Breakout Sessions #1

Welcome to the Future: AI, ChaptGPT and more | Author: Ananya Dutta

“These systems are not designed to tell the truth. They’re designed to give us plausible answers. It’s up to us to handle morality and ethics.”

During the session Welcome to the Future: AI, ChatGPT and More, presenter Alexandra Merceron shared her insight on all things AI. The session began by overviewing the evolution of AI and exploring the relationship between PR and an increasingly AI-adaptive world. Here are the top three insights for emerging and established PR pros:

Insight 1: Pay attention to AI in the newsroom — it will be critical to monitor for PR pros moving forward.
Insight 2: While AI will render some jobs obsolete, many new ones will also be created.
Insight 3: The rise of AI will place an emphasis on new strategic skills and areas such as prompt engineering, digital transformation, policy development, managing AI tools and security and oversight.

Merceron ended the session by looking to the future and candidly shared with the room that she couldn’t predict what would come next. The AI space is one of constant innovation, with breakthroughs made nearly every month. With this in mind, Merceron advised the students and professionals in the room to keep a close watch on new developments and initiatives including Google’s Bard, enterprise AI and ChatGPT.

Whether we like it or not, AI is coming. It’s up to us to decide what role we want it to play in our lives.

From Barbie to the Eras Tour: The Power of Viral Moments | Author: Timothy Yi

Living in an increasingly digital-oriented world has made viral fame more accessible than ever. This past year, key viral moments from Barbie-mania to Taylor Swift’s Eras Tour have stuck in our heads. The questions that everybody wants to answer are how and why?

In the session “From Barbie to the Eras Tour”, Bri Reynolds answered those questions using her extensive experience as a social media maven. Reynolds is currently the social media manager for Lyft, and has previously worked at Biola University as a social media intern and Adobe as a brand social media specialist.

Using Barbie and Eras Tour as examples, Reynolds reverse-engineered virality into six key points:

1. Nostalgia: The Barbie Dream House and Taylor Swift’s songs evoke nostalgia, transporting people of all ages to cherish their memories and creating public interest

2. Simplicity: The color theory behind Barbie Land and the Eras Tour is defined by simplicity. Extra elements can be nice, but adding a level of simplicity is key for virality.

3. Community Involvement: Staying involved and engaged with followers and fans was crucial for both events; ex. Barbie’s AI selfie generator and Swift’s recognition of the friendship bracelet trend during the Eras Tour.

4. Strong Visuals: Barbie’s iconic pink and Taylor Swift’s distinct color schemes for each album serve as powerful brand reminders.

5. Answer a Human Question: Barbie’s objective of helping everyone discover “Who You Are,” and Taylor Swift’s inspiring ability to take control of her narratives are great examples of how campaigns can help us answer human questions.

6. Sh*t Loads of Money: The Barbie movie allocated $150 million for its marketing campaign and the Eras Tour invested $15 million.

What I took away from this presentation is a deeper understanding of the power of going viral and the driving factors behind it. It is not enough to create a video and post it — the strategy and planning is essential.

Empowering Change: Activist PR and the Art of Impactful Communication | Author: Lily Ogden

Jason Mollica is a PR and marketing pro specializing in social media, crisis and political communication. At Mollica’s session, he answered the daunting question, “How do you make people care about your work?” Citing prominent real-world examples such as Taylor Swift and even the recent Ohio train derailment, he asserted that authenticity must be at the core of your message and everything that you present to the world. Despite this simplicity, you would be surprised – bringing consistent authenticity naturally gives an edge of importance. Here are the top key insights from Mollica’s session:

Insight 1: Authenticity is about showing why you’re passionate about what you do.
Insight 2: Once you have that authenticity, it’s all about the channels you choose to communicate the message through. This is all dependent on your audience and their ease of reach.
- “If you can’t navigate the media, then you are lost.”
Insight 3: There are three common pitfalls in conveying a message. They are:
- Misinformation- Always fact check, even the most mundane points that you assume to be universally true.
- Privacy concerns- When conveying the message of others, there needs to be dialogue about boundaries and likeness.
- Too much information- Don’t let your valuable message get lost in a sea of words!

As mentioned by Mollica, we see errors like these occur constantly in the media, even from major corporations. This session was a great reminder for me to always be aware of what message I am putting out into the world, and to really reflect on the channels that I use to communicate. While I believe that authenticity is not the end-all-be-all of communication success, I do believe that it is a keystone in fostering a positive image and outlook.

Afternoon Breakout Sessions #2

It’s Gen-Z’s World, and We’re Living in It | Author: Jessica Wang

“Is Gen Z leading the revolution, or is the revolution shaping Gen Z?”

“How can the public relations industry leverage Gen Z’s values and behaviors to navigate the evolving media landscape successfully, while fostering a positive impact on society?”

For the session “It’s Gen-Z’s world, and We’re living in it,” presenter Haley Norton analyzed the transformative influence of Gen Z on the public relations industry. Norton discussed the misconceptions surrounding this generation, covering a wide array of topics, such as Gen Z’s demographics, their characteristics and their impact on social media. Here are the top key insights:

Insight 1: Gen Z’s Growing Influence
- With Gen Z accounting for 20% of the total population and an estimated 25% of the workforce by 2025, their impact on society is undeniable. This demographic shift has profound implications for how companies and PR professionals engage with their audiences.

Insight 2: Challenging Stereotypes
- Contrary to the stereotypes that Gen Z is bad at social interactions, hold short attention spans and don’t want to work, they are a generation that cares deeply about societal issues, values authenticity, thrives on collaboration and approaches problems pragmatically. They are more than just their stereotypes and in reality, are potential powerhouses for the workforce.

Insight 3: Changing Media Consumption
- Gen Z’s preferences have transformed how people obtain information. Half of the population now relies on social media for news and 40% are turning to platforms like TikTok and Instagram instead of traditional search engines like Google. This shift has led to a significant decline in the newspaper industry, with 360 newspapers closing since the pandemic began.

Insight 4: The Power of Social Media and Web Presence
- As Gen Z’s influence grows, maintaining a strong social media and web presence is more critical than ever for brands. Seventy-five percent% of people now judge a brand based on their online presence. For example, the brandSummer Fridays initially faced skepticism due to its narrow product range. However, the brand successfully built deeper connections with customers through its website, offering not only products but also valuable skincare knowledge through blog content.

After Haley Norton’s session on Gen Z’s impact on public relations, I was genuinely impressed. I had entered the session curious about how society views Gen Z. However, what made Haley Norton’s presentation stand out was the way she debunked these stereotypes and highlighted the true potential of Gen Z in reshaping our world. It was a revelation to see how their values and behaviors are not only influencing the PR industry but also how they are shaping the future of media consumption and branding. Haley Norton’s insights made me realize that understanding and embracing Gen Z’s perspectives could be the key to success in this industry.

Look at the World of a Music City Publicist | Author: Mackenzie Wren

Open your phone and play your current favorite song.

Whether you like the beat or the lyrics, there is much more to every song and artist than what you may think. I had the opportunity at PRSSA ICON 2023 to attend “Look at the World of a Music Publicist”, a breakout session led by Keisha Monique and Shawn Caesar.

Keisha Monique is a PRSA board member with a 15-year background in strategic marketing and communications and the owner of Keisha Monique Public Relations firm. She gained valuable experience by collaborating with outlets such as BET Television, TMZ, NBC News, Power 104.7, DTLR, Social Influencers and more. Shawn Caesar is a DJ and music producer who co-founded Unruly Records and DTLR Radio. He has worked with artists such as DJ Quicksilva, Jack Harlow, Megan Thee Stallion and many more. Currently, he is the Vice President of Marketing at DTLR. During the session, Caesar and Monique discussed the importance of passion and connections and described their unique job functions. Here’s what I learned:

Insight 1: The music industry is not a cookie cutter field. You have to be truly passionate when going into music.
Insight 2: Connections are key. The basis of PR is relationship-building — the music industry is no different in that regard.
Insight 3: Music publicists are bridges. The artist’s goal is to reach their target audience and the music publicist has the opportunity to serve as a bridge to help them achieve that goal.
Insight 4: Music publicity is a jack-of-all-trades job. During the presentation, Monique and Caesar mentioned that they oversee everything from content and event promotion and social media management to crisis communications, media relations, marketing collaboration and more.

Diverse Roots, Universal Impact: Humanizing Reputation and Crisis Communications | Authors: Chloe Chee and Jasmine Jiang

In this session, Barbara Agrait captivated the audience with her novel approach to crisis communication, which is influenced by her experience as a Cuban immigrant. Agraits’ journey ignited her passion for a career in immigrant communication and inspired her human touch to crisis communication. Agraits adeptly guided the session through the various phases of crisis communication. Throughout the session, Agraits shared invaluable insights from her 20+ years of experience in crisis communications. Here are our top five takeaways:

Own your mistakes: ripping the band-aid off makes for a more trustworthy communicator.
Be transparent. Offering honest opinions and advice to various clients allows for success when confronting difficult situations.
Avoid delayed responses. This can cause unreliability and negative assumptions.
Don’t engage the critics – it adds fuel to the fire (e.g., social media responses).
Not everyone will like you or support your brand – be okay with that.
Always stay true to your beliefs and your personal goals. When confronting crises, it is important to stay true to your morals and values.

We have long considered authenticity as the foremost principle in crisis communication. However, after immersing ourselves in Barbara’s experience and insights, we are convinced that humanity is an equally crucial element to prioritize. Her experience working with immigrant issues underscores that the importance of humanity extends beyond merely enhancing our understanding of the public, but also occasionally necessitates that authenticity takes a backseat to humanity. This session has truly broadened our perspective on the vital role of compassion and empathy in managing crises effectively.

Publicity Pivots: Strategies for Success in Your Dream Industry | Author: Daniella Lopez White

“You don’t need to have your industry figured out– you can transfer skills from anywhere.”

In the session “Publicity Pivots: Strategies for Success in Your Dream Industry,” presenter Alex Ebanks created a room full of reassurance as she provided insight on working in different industries. Ebanks discussed the idea of “transferrable skills”– skills that can be transferred from any industry you end up in! She shared 10 valuable tips with the audience regarding these skills:

Writing is key!
Do your research.
Lead with storytelling.
Let your creativity shine!
Identify the right medium to share your story.
Write out your ideal headline.
Always think 360*– connect the dots.
Work your network.
Do the job no one else wants to do.
Be agile– you’re going to need to pivot!

Insight One: Some skill sets can be earned from unexpected situations. Working in even unwanted situations can teach you valuable things.

Insight Two: Showing people your aspirations and goals is harder than telling them, but it is a much better display of your skills.

Leaving this session, I felt confident identifying the skills I learned during college. Despite not always involving myself in public relations-related organizations, Ebanks’s session ensured that I learned skills that will help me out in the career and industry of my choosing.

Afternoon Breakout Sessions #3

From Campus to Career: Journeys in PR | Author: Chloe Chee

“Always ask questions, even if you think you’ll look like a fool. You’ll be a fool for five mins rather than a fool for life.”

This session was facilitated by a panel of PR professionals who transitioned successfully from college to corporate life, offering attendees firsthand insights into their journeys. Landis Tindel moderated a panel of incredible speakers, Facundo Luque, Ashleigh Kathryn White, Shannon Briggs and Alyson Brandon. They each reflected on their journey in college and provided key advice to prepare us for our future careers. The panelists shared what they wish they had known in college and what they look for when hiring professionals. This session bridged the gap between academic life and professional undertakings in the public relations field. With a wide range in age and expertise of PR professionals, this offered us firsthand insights into their journeys.

Some of the key takeaways from this session are:

The importance of networking: The panel unanimously emphasized the power of networking. Building relationships while in college, whether through internships, PRSSA activities or other channels, can pave the way for future job opportunities. It takes one person who takes a chance on you, to get your foot in the door and jumpstart your career. Always maintain relationships and follow up with the people you connect with.
Continuous Learning: The PR industry is dynamic; No matter where we are in our careers, it is important to stay curious and always ask questions. Don’t avoid talking to certain people, the most unexpected individuals may be the ones you can learn from the most. It was emphasized in the session that the learning doesn’t stop once you graduate. We are encouraged to stay updated with industry trends and to consider continued education options like workshops, certifications or advanced degrees.
Prioritize a work-life balance: As PR professionals, it is easy to let work consume your life. Understanding your boundaries and protecting your peace is so crucial. It is okay to take a step back and not feel the need to do everything. Giving yourself the time to re-energize will not only benefit yourself, but the people around you.
Cover Letters: Take time to personalize your cover letter. Many people may overlook the importance of cover letters, but it is really important to let your personality shine through. The moderator, Landis Tindel, mentioned a time when an individual was hired due to the first line of their cover letter. Having a good hook and cover letter shows passion and personality and allows you to stand out!

Overall, the “From Campus to Career” session provided PRSSA members with actionable insights and guidance, ensuring a smoother and more informed transition into the professional realm of public relations. I took away so much invaluable advice about the importance of a work-life balance, being intentional with whom you network with and not being afraid to take risks and ask questions.

Embracing Basics: Relationship Building for Earned Media Campaigns | Author: Ananya Dutta

In the breakout session “Embracing Basics: Relationship Building for Earned Media Campaigns”, speaker Brandon Lewis shared his perspective on the fractured media landscape and paths to success for PR practitioners. The key, according to Brandon, is building and maintaining meaningful relationships. Here are my top three takeaways:

Insight 1: Media transformed from centralized to fractured.
Insight 2: Coverage is a long-term game.
Insight 3: Journalists want to be known as people.

Relationship building is a key part of public relations. Lewis’ session helped me begin to see this key function in the context of media relations. The transformation of media from centralized to fractured means that more people are covering less news. This is where I realized it is critical for PR pros to adopt an empathetic approach to media relations that recognizes the humanity of journalists. It was also incredibly helpful to think about coverage as a learning experience supported by strategy and intention. As Lewis stated in the session, the degree of success of interactions with the media is an exceptional opportunity for feedback. Taking the time to understand both journalists and the media landscape holistically is something I am confident will help me build successful relationships.

Session Name: Lessons Learned From The Sandbox | Author: Chloe Chee

“Always try to differentiate yourself in your resume. Show your hobbies and personality that sets you apart from everyone else.”

In this remarkable session with Scott Pansky, co-founder of Allison + Partners, we learned about the importance of having a strong resume, the value of informational interviews and how to network effectively! Scott Pansky recently wrote a children’s book titled Lessons Learned From the Sandbox. This book reminisces the early days of playing in the sandbox and how to connect and collaborate with our peers.

Some of the key takeaways from the session are:

Differentiate yourself on your resume: Almost every resume looks the same. It is important to showcase niche personality traits and interests that can allow the hiring manager to relate and be engaged with who you are as a person. Including information such as specific hobbies is a great way to set you apart from the rest and give insight to who you are as a person.
The Value of Internships: Internships were highlighted as a crucial stepping stone, especially interning at an agency. Internships not only provide hands-on experience but also help students understand the real-world dynamics of PR, making the transition from campus to career smoother. Internships can not only teach you what you like but also what you don’t! This can be extremely valuable when transitioning into the professional world.
Informational interviews: Informational interviews are one of the best ways to connect with potential employers or people that can help you achieve your career goals. Do your research and showcase your personality. Ask for references and future connections that can allow you to network with even more people. Informational interviews can provide insight and build your connections within the industry. Always send a personalized note thanking your interviewer for taking the time to speak with you, it is not only professional but shows your appreciation!

Scott Pansky’s incredibly engaging session offered tips and tricks on how to succeed in the PR industry. It is so important to stand out and showcase who you are as a person. Scott mentioned his education journey and provided comfort and reassurance that we all move at our own pace. No matter where we are in our academic or professional journey, everything will work out and it is important to stay true to yourself!

Pathways to Public Service: Government and Non-Profit Communications | Author: Daniella Lopez-White

Coming Soon

PR Advanced 2023

In February 2023, we attended the 16th Annual District Conference: “Looking Back to Move Forward” at Boston University. Around 17 of our members were able to build a comprehensive understanding of the PR past, present and future. Students heard from keynote speakers covering topics such as crisis communication in the pandemic to international communications, DEI communications and employee engagement as people work remote-hybrid employee engagement.

Dr. Whitten, Professional Advisor and PR Professor, joined the students as they networked with industry professionals and connected with established companies from various sectors of communications!

For information on PR Advanced 2024, view the link below.

Learn more about PR Advanced