Recapping the 2025 PRSA International Conference

Last week, in Washington, D.C., PRSA held its annual International Conference. I was there in my capacity as a National Board member – and also to soak up everything I could. In other words, it was the best kind of exhausting!

There were a few main takeaways:

• AI Rules the Show Floor

I know, I’m not breaking much news here. I’d say close to half of the vendors/sponsors at the conference had products/services that related somehow to AI. Most of them were using it for research and monitoring; I didn’t see anything that I’d consider really unique or groundbreaking. Maybe all that stuff will be on the floor next year.

• Students Show Out

One of the true pleasures of my Board service has been seeing just how involved and passionate our future practitioners are. That was on full display in D.C.; several hundred students from across the world (yes, it was international) congregated and brought the energy. I was proud to sponsor PRSA’s Champions Breakfast, where the quality of questions I took from students was as good as it’s ever been. And it wasn’t just me that noticed – I talked to several senior industry executives who thought it was as good a student showing as they’d ever seen. I’m super excited to see what the future holds.

• Lessons Transcend Politics

When you have a conference in D.C., there’s a great opportunity to bring in speakers and session topics that you can only really do justice to in a capital city. ICON did just that; there were a variety of sessions featuring speechwriters, pundits, presidential staffers and more. Sure, they spoke to their experience in politics. But the wisdom they shared went beyond what’s happening on the left and right. I was pleasantly surprised to see that these speakers translated what they learned in the political arena to what most of us experience every day outside of it.

Next year, ICON will be in Orlando. Hope to see you all there.