ASU PRSSA AT ICON: The impact of authentic storytelling in Public Relations

Posted on Feb. 24, 2024  /  PRSSA Student Scholarship  /  Subscribe 0

By Boi Ngoc Thai

I am grateful for the incredible opportunity to attend ICON 2023. It was an unforgettable week filled with invaluable insights, inspiration and new friendships.

As a journalism student, I have witnessed the values of authentic storytelling. Stories hold impacts and create changes in society, that’s why we are taught to be curious and need to ask tough questions. When I ventured toward public relations, I was drawn by how PR specialists and journalists are not different, we are, in fact, two sides of the same coin. As I started on my professional journey in the industry, I have been curious about how PR made an impact through storytelling. I love my PR courses at Arizona State University, therefore, I was beyond excited to have the opportunity to learn more about PR beyond my classroom setting through ICON 2023. 

ICON 2023 will forever be a defining moment in my PR career, marking the beginning of my professional journey. I am genuinely grateful for all the amazing people who have made this incredible experience possible. I am grateful to the PRSA Phoenix community that awarded me with a student scholarship to fund my trip, and to Dr. Fran Matera for the unwavering support and encouragement. I am also thankful to my PRSSA at ASU Chapter and president Gabriella Herran for introducing me to this incredible opportunity and for being the best travel companions I could have asked for. I also want to add that the Memphis Public Relations Student Society of America has been an incredible host, which made it a very pleasant experience staying there. 

The five-day conference was insightful, inspirational, and transformative. Throughout the event, I had the pleasure of soaking up wisdom from remarkable industry professionals, authors, and scholars like Dr. Alexandra Merceron, Amanda Brooks, David Epstein, Michele Norris, Barbara M. Agrait, Thomas Bennett II, Ronna Charles, Minh Le, Leigh Woisard, and the ever-inspiring Scott Pansky.

What resonated with me was discovering how diverse PR sectors are and the impact that authentic storytelling and purpose-driven communication have in amplifying the voices of organizations and driving societal changes. Through various sessions, I learned about what, how, and why messages are conveyed in different PR stories, as well as the art and science of storytelling, which were both insightful and illuminating. From the presenters, I learned that in these successful PR campaigns, curiosity, integrity, courage, passion, skills and responsibility are integral elements that contribute to the effectiveness of stories. Moreover, the significance of humanizing PR strategies emerged as a key factor in these campaigns, highlighting broader societal impacts. In addition, I also gained first-hand insights into the stories behind the stories from the presenters, understanding the factors influencing strategic decisions during pivotal PR campaign moments. 

Three sessions from the conference stood out for me including "Preparing for Active Shooter Communications" featuring presenters Deana Haworth, Clare Clark, and Mark Myers. Clark and Haworth, professionals at Hirons, an agency in Indiana, played a vital role in communication management following a mass shooting tragedy in Greenwood, Indiana. Mark Myers, the city's mayor, added a unique perspective by sharing collaborative efforts with the city and the FBI in handling urgent and immediate communications to residents, Central Indiana, and the nation. The session emphasized the importance of adept crisis communication, underscoring factual reporting with maximum sensitivity to all those impacted by the tragedy.

Another session was "Diverse Roots, Universal Impact: Humanizing Reputation and Crisis Communications" by Barbara Agrait, Head of Latin America/Canada Issues and Media Relations at Amazon. Having been working in law enforcement at the U.S. Department of Homeland Security, Agrait shared a unique international perspective on crisis communications and reputation management. Emphasizing the importance of intercultural skills, she highlighted the need to integrate diverse cultural backgrounds into global communications. By sharing her career highlights and immigrant story, Agrait emphasized creating an authentic, honest, and humane approach to crisis communications, honoring individuality while communicating effectively and ethically. She also underscored the significance of cultural competency in global communications. Moreover, the session on "PR Health Equity: Illuminating Disparities, Advocating Change, and Transforming Outcomes" featuring Thomas Bennett, senior vice president of FleishmanHillard, and Ronna Charles, Director of Media Relations at UPS Healthcare, was notable in highlighting the role of PR in community advocacy. Charles shared insights into developing effective communication chains for vaccine and supply chain deliveries during the COVID-19 pandemic. Bennett, inspired by family experiences with health disparities in Texas, has dedicated himself to healthcare communication campaigns advocating for change and positive impacts.

These sessions, among others, reinforced my belief in the transformative power of PR. As communicators, we have the responsibility to communicate effectively, ethically, and honestly, particularly in highlighting the human element in storytelling. 

Through ICON, I learned more about the critical role communicators play in shaping narratives that go beyond mere information dissemination. In embracing a humane approach and telling authentic stories, professionals are entrusted with the task of not only disseminating facts but also advocating for social goods and fostering positive changes. The insights I learned from the presenters remind me that, as communicators, we hold the power to influence perceptions, drive meaningful conversations, and contribute to a more compassionate and informed society. 

I am passionate about global communications and extremely grateful to have the opportunity to learn more about the intricacies and impact of PR. The five-day conference at ICON 2023 has opened my mind and heart significantly. I have learned so much from the talented, hardworking and passionate professionals in the PR industry. I aspire to embrace authentic and ethical storytelling as my north star while navigating my PR career. I look forward to endless possibilities that await me after graduating from the Cronkite School.

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