This year, our PRSA Sierra Nevada Board of Directors set out with one goal: to truly understand what communicators across our region need right now.

Several organizations generously spared their time, their people, and their honest insights to help us get there. We know schedules are packed and mental loads are high, and we’re deeply grateful to every professional who carved out an hour to talk with us. Your candor is shaping the future of our chapter.

What We Heard

Across conversations with small and midsize agencies, tourism professionals, university communicators, and teams from Washoe County and its regional partners, clear themes emerged:

• Many communicators feel left out of traditional PRSA programming, especially government, rural, and university teams whose needs don’t always match agency-focused content.

• The era of big monthly events is fading. Pros want shorter, sharper, peer-driven sessions that help them solve real problems quickly.

• Everyone is stretched thin. With shrinking newsrooms, rising misinformation, and constant crisis moments, people need practical tools they can use today.

• And above all, people want community. A place to connect, swap stories, and feel supported by peers who understand the work.

These insights guided our recommendations for next year: sector-specific roundtables, AI and crisis labs, hybrid-first learning, peer-led workshops, and bringing back a modern take on “PR to Go,” where practitioners at all levels can give and get support.

What’s Next

We’re sharing the full Listening Tour Summary with our members and our board to continue the conversation. In 2026, you’ll see us trying new formats and more accessible resources.

Thank you for helping shape what comes next.
Thank you for trusting us with your challenges.
And thank you for showing us, yet again, why the Sierra Nevada PR community is one of the strongest, scrappiest, and most collaborative groups of communicators anywhere.

We’re here to support you. And we’re just getting started.

Download the full 2025 PRSA Sierra Nevada Listening Tour Summary here!

Thank you to everyone who participated and who wanted to participate but couldn't. Your interest in our Listening Tour helped us realize the value of direct communication with you!

Kathie Taylor, APR

2025 PRSA Sierra Nevada Chapter President and Chief Listener