The Communicator

It’s always scary to walk up to someone in the business. You never know how you’re going to be taken, you’re not sure what to do with your hands — who are you to even take up their time of day? But, since my experience at this year’s Public Relations Student Society of America (PRSSA) ICON, I can assure you that the opposite is true. Regardless of their position or how long they’d been in the field, every professional I encountered was warm and willing to extend me their time, goodwill, and network.

This semester, I attended my first ICON, hosted by PRSSA in Anaheim, Calif., from Oct. 13 to 17. It was an unforgettable experience packed with insights, networking opportunities, and moments that shaped my understanding of the PR industry. From speaking on my first panel to meeting industry leaders, here are highlights that made my ICON experience so impactful.

Speaking on My First In-Person Panel

One of the biggest milestones of the week was being invited to speak on the PRSSA District Conference/Event Planning panel to discuss my role as the District Conference Coordinator and prior Sponsorships Director. I was honored to share the stage with another Conference Coordinator, and BU PRSSA’s faculty advisor, BU Associate Professor of the Practice Monique Kelley. This was my first time speaking on an in-person-panel, and the opportunity to contribute my insights was nerve-wracking, but an ultimately priceless learning experience.

In particular, the Q&A section after the panel allowed us to address concerns from students about their own events, which encouraged connection between panelists and audience members. Through this, I was able to simultaneously grow my network and gain a deeper understanding of how my peers were navigating similar situations. 

Key Takeaways:

• Panels are as much learning opportunities as they are opportunities to present—the real discussion often begins after the official panel is over. 
• To those in the audience: Don’t be afraid to reach out to panelists after the event; they will be happy to address your questions. If you can’t catch them in real life, try LinkedIn or their public emails.

2. Learning from Industry Powerhouses

Another of the standout moments of ICON was attending the Platform of Possibilities panel featuring Laarni Rosca Dacanay and Sabrina N. Browne, moderated by educator and entrepreneur Shanita Baraka Akintonde. These powerhouse women in PR shared their insights on navigating the professional world while staying true to your values. Their advice reinforced the necessity of integrity and authenticity, especially when trying to make a name for yourself in the industry. 

I also had the chance to see women of color at work in the field. Despite growing efforts toward DEI&B, PR remains predominantly white, according to the Bureau of Labor Statistics. To see these women host a panel for the express purpose of discussing “Leveraging Your Culture and Identity as a Young Professional” to a room of largely students of color was inspiring. It’s good to know that, though the current statistics may seem overwhelming, diversity is a growing focus.

Key Takeaways:

• Success is not only about professional milestones but about aligning your work with your core values.
• As a young professional: Don’t worry so much about what your peers or superiors are doing — figure out what you’re looking for and build on that. 

3. Networking with Fellow Conference Coordinators

Going to ICON gave me the opportunity to connect with other conference coordinators. We shared experiences and strategies for organizing this large-scale event. Through conversations, I learned about new ways to structure my own team, and elements I could incorporate into the upcoming PRSSA Northeast District Conference. Meeting those who would be on similar journeys as me in the coming several months gave me a reassurance that there was a community supporting each other through it. 

Key Takeaways:

• Nothing is a competition unless you make it so. No matter your level of experience, by learning from others, you can improve and create more impactful experiences. 

4. The Champions for PRSSA Breakfast: Building Connections with Mentors

One of the highlights of ICON was attending the Champions for PRSSA Breakfast. I connected with seasoned PR mentors who generously shared their experiences and career advice. The professionals at my table gave us candid insight into their successes and failures in their first years in the industry. Things like losing jobs and having to leave positions because of moral conflicts are not usually on young professionals’ minds, but learning about that reality — as well as how to navigate it — is critical to succeeding in the field. 

This breakfast also gave me the nudge I needed to start conversations with professionals. As someone very nervous about giving the best first impression, this event set me up for success as I could lean on other students at the table and share my experiences too. This felt more like a conversation with people at all stages than an interview-like one on one with an established professional. 

Key Takeaways:

• Establish connections and find mentorship. It’s important to have a bank of knowledge to consult, and no one is expecting you to make it completely on your own. 

ICON 2024 was a whirlwind, but the connections and insight I gained in just a few days will stay with me for years to come. Whether you’re a seasoned PR professional or just starting out, attending conferences like ICON provides invaluable opportunities for growth. 

Looking to attend a PR Conference? BU PRSSA is hosting its 18th Northeast District Regional Conference on Feb. 22, 2025. Register at pradvanced.org.