What I Learned at PRSSA ICON 2024: A Recap of Unforgettable Experiences
Posted on Dec. 25, 2024 / PRSSA Student Scholarship / Subscribe 0
By Riva Surana
The experience of attending PRSSA ICON 2024 was truly life-changing. It was a thorough exploration of the practical dynamics of public relations, from networking with professionals in the field to learning about the newest developments in the field. Here are five priceless lessons I learned from ICON, which were imparted by some of the most well-known figures in the field:
1. Trust Your Instinct
It can be intimidating to sort through the myriad viewpoints, tactics, and opportunities in the quick-paced field of entertainment public relations. As a PR professional, Tim O'Day, Principal Partner at TO'DAY Group PR, stressed the value of following your gut. He talked about how our instincts are frequently the best guide when creating stories during his storytelling session. He explained that overanalyzing a story can sometimes weaken its impact and dilute its essence.
I could relate to O'Day's point of view. Having faith in one's creative instincts is essential in a field where authenticity is valued highly. Audiences in entertainment public relations relate to stories that seem authentic and unplanned. It served as an important reminder to trust your gut when crafting stories, even if it is different from accepted techniques. This guidance restates the significance of developing and trusting our intuition as communicators.
2. Put Yourself on Top of the "I Have a Guy" List
Taco Bell's head of public relations, Matt Prince, offered a new take on networking: always aim to be the first person that people think of when they need help with a project or task. Being "at the top of the 'I have a guy' list" is a useful strategy for creating a network that truly depends on you.
Prince explained that being dependable and memorable is crucial in public relations. Building relationships is important, but so is giving the impression that you are the answer to someone's issue. Make sure you are the first person that comes to mind when these needs arise. The lesson learned? Develop specialized knowledge and focus on fostering trust in your network to become an indispensable resource in that field.
3. Tell Your Story
The CEO of Allison+Partners, Scott Pansky, stressed the value of storytelling and personal branding. He reminded us that professionals also require engaging narratives, not just brands. In a field that is becoming more and more competitive, your distinct story helps clients and coworkers alike understand who you are and why you are passionate about what you do.
Pansky urged everyone to write their personal narratives incorporating their core beliefs and aspirations. The idea that your story influences your career path and makes you more relatable and genuine to others in the field was emphasized in this lesson. Sharing your story makes you memorable and establishes you as someone with direction and purpose in public relations, where establishing relationships and trust is crucial.
4. When Someone Says No, You Say Yes
Also known as the "Intern Queen," Lauren Berger offered insightful advice on resilience and perseverance. What did she advise? Never assume that "no" is an answer. Berger advised us to persevere and remain in the spotlight even if we are rejected or receive a response from a recruiter that says, "Not right now." To stay in contact with recruiters, she suggested sending follow-up emails two or three times a year.
Berger's advice served as a reminder to pursue our careers with tenacity and initiative. Sometimes you have to open your own doors because opportunities don't always knock. Her advice to continue contacting and establishing connections with possible employers was priceless; keeping in touch can eventually result in unanticipated opportunities.
5. Be a Student of Everything
A lesson in lifelong learning was imparted by Gary Miereanu, the former Director of Publicity at Warner Bros. Being inquisitive about everything around you is crucial in the PR industry, where platforms and trends change quickly. Miereanu encouraged us to "be a student of everything," which means we should try to learn about emerging technologies, cultural changes, and trends in other industries in addition to PR.
Given the state of the media today, this lesson is especially relevant. Curiosity and ongoing education, according to Miereanu, foster creativity and maintain the adaptability of PR practitioners. We can become more inventive and adaptable in our work and add new viewpoints to our storytelling by venturing into new fields.
PRSSA ICON 2024 was a wealth of knowledge and guidance from business executives who have already traveled the route we hope to take. These lessons provide a strong toolkit for any aspiring PR professional, covering everything from building networks and remaining curious to following our gut feelings and sharing our own stories. ICON reaffirmed that developing one's abilities is just as important as developing oneself, and I will carry these lessons with me as I pursue a career in public relations.
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