PRSSA Goes to ICON
Guest column by PRSSA board members who attended 2025 ICON
Welcome to the ultimate recap! This is the place for the PRSSA Nevada chapter to share everything we experienced and learned at the PRSSA ICON 2025 conference in Washington, D.C.
Every single one of us experienced the conference in a unique way. By sharing our stories, we hope to show you exactly what this event meant to us, what ICON is truly all about, and how it helped us grow as future communication professionals.
For those who may not know, ICON is the largest conference gathering public relations, communications and marketing professionals in the U.S. It's known for bringing together students, educators, and industry leaders from across the country, creating a powerful environment where networking, learning, and professional development come together to strengthen the future of public relations.
Our ICON Journey
This year, ten students from PRSSA Nevada had the wonderful opportunity to attend PRSA ICON 2025 in the nation's capital. Each of us is returning with our own stories, new connections, and fresh insights!
Here’s what some of our chapter leaders had to say about their unforgettable experiences:
Kolby King, Senior, Club President
Attending this year's ICON conference was a memorable experience, especially being my chapter's president! It was truly inspiring to be in sessions and conversations with professionals and emerging leaders. Seeing the variety of ways public relations, marketing, and communications are present within the industries was eye-opening, showing me that the career options are unlimited.
Out of all the sessions I attended, three stood out to me:
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“From Conference to Career: Building Confidence and Connections in PR” with Chanda Gilmore (University of Delaware) emphasized the importance of taking risks whenever possible, because it’s how you learn, and it’s a vital part of the PR journey.
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“From the Briefing Room to the Boardroom: Translating Political Messaging Tactics for Corporate PR” with Robyn Patterson, a former White House Spokesperson, shared how to effectively navigate crisis management. Her number one rule: ‘adopt a crisis mindset before you’re in one.’
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“Lessons in Persuasion from a Former White House Speech Writer” with Steven Kelly, Former Chief Speech Writer to Kamala Harris, shared insightful advice on effective communication, stressing that writing clearly and concisely is the key to success.
Overall, attending ICON showed me just how vast our industry is and why communication is important! Along with enjoying what D.C. had to offer when I explored in my free time. Truly want to thank PRSSA Nevada, the Reynolds School of Journalism and Alison Gaulden, APR, Fellow PRSA, for making this opportunity possible!
Madison Burrows, Senior, VP of Professional Development
I had the incredible opportunity to attend PRSSA ICON 2025 in Washington, D.C., and the experience was unforgettable. Being surrounded by so many driven and passionate individuals reminded me of why I chose this field.
One of the most meaningful parts of the conference was having the chance to network with PR professionals, including Janelle Guthrie, APR, Fellow PRSA, a fellow Tri Delta, who shared valuable insights about her journey and work with PRSA. Conversations like these left me feeling inspired, supported, and excited about the possibilities within the industry.
The session with Steven Kelly, "Lessons in Persuasion from a Former White House Speechwriter," was a standout for me. His perspective emphasized the responsibility communicators have to shape conversations, build trust, and make a lasting impact through our words. Overall, attending ICON reminded me of the power of communication and the importance of meaningful relationships in our field. I’m incredibly grateful to PRSSA Nevada, the Reynolds School of Journalism, and Alison Gaulden, APR, Fellow PRSA, for the opportunity!
Makayla Mirth, Senior, VP of Community Outreach
ICON 2025 Washington, D.C., has come to an end, and I’m leaving this international conference with fresh insights and new connections to share with my PRSSA chapter!
I had the privilege of sitting in on presentations by incredible speakers, including Kent Landers, APR, and Craig Dezern, both Heads of Communications at Hilton. Their session dove deep into the power of brand storytelling, and, of course, the value of waffles!
Steven Kelly's session on speechwriting also completely transformed my view of speeches, revealing personal secrets to success. I feel ready to apply my new skills to my own PR storytelling. Ever since I switched to a journalism degree and joined PRSSA Nevada, I’ve noticed that the PR community is unlike any other industry—it's full of passionate, dedicated, and kind professionals. ICON 2025 was no exception; it was inspiring to see how strong and connected this field is, as I met peers and professionals from around the world.
Juliana Smith, Sophomore, Club Treasurer
Attending my first ICON was an unforgettable experience that taught me invaluable lessons as I begin my career. My biggest takeaway from the event was the importance of networking and building strong relationships with other professionals.
I was able to speak with so many successful PR practitioners and fellow students. I especially loved the networking breakfast with the Champions for PRSSA—it was a great way to meet so many people at once and sharpen my networking skills!
I also really enjoyed the various sessions, with my favorite being a presentation on building brand love and loyalty that lasts. We gained insights on what captures brand love, how to build customer relationships, and how to avoid losing trust with your audience. These sessions taught me a lot about keeping up with the industry and the foundational elements of storytelling and brand building.
Aside from the professional aspect, I loved the D.C. location and exploring a new city with my fellow board members. We even had the unique opportunity to meet with Senator Jacky Rosen’s staff! I can't wait for next year!
Sarah Spreitzer, Senior, VP of External Communication
A few weeks ago, I had the exciting opportunity to travel to Washington, D.C. for PRSSA ICON 2025. This was one of the most amazing experiences I’ve had throughout my academic journey. Being surrounded by students and leaders from across the country was so inspiring.
I spent several days in conversations about the world of public relations, from crisis communication and ethical leadership to sports PR, digital strategy, and storytelling. Every session offered something new, and being in a city filled with history and global influence made the experience even more inspiring.
Beyond the sessions, ICON provided me with the opportunity to network with professionals who encouraged us to take risks and see every corner of the industry. I was also grateful to be able to walk through D.C. between sessions and see our country’s capital for the first time. I left the conference feeling extremely grateful and full of ideas to take back to my PRSSA chapter. I am already looking forward to the next opportunity for growth and learning!
