In the early hours of October 13th, the DePaul PRSSA executive board packed their bags and boarded the first flight to Anaheim, CA, ready to attend PRSSA’s annual International Conference (ICON). For all but one member, this was their first time at ICON—a thrilling yet slightly daunting introduction to the world of public relations and communications.
ICON is a fast-paced, jam-packed four days. With ample opportunities for the PRSSA chapter to learn, network, and develop professional skills, DePaul’s chapter walked away with valuable insights and experiences (and awards!) that will shape their careers moving forward. In addition to this written recap, this video and “fashion show” cover some of the highlights.
Even for a savvy group of communicators, compacting four days of non-stop inspiration into a compelling blog post proved more difficult than expected. Nevertheless, here are the key takeaways that the DePaul PRSSA chapter reflected on during their four-hour flight home:
A New Lens Into the PR Industry
Many topics were discussed, from the intricacies of working in sports PR to the future of AI and what that looks like for communicators. As young professionals beginning our journey in this profession, it can all seem a bit overwhelming. The feeling of imposter syndrome is ever-present. Many keynote speakers and panelists openly discussed imposter syndrome, reinforcing that even seasoned professionals experience it. This reassurance helped participants understand they were on the right path, no matter when they joined PRSSA, despite what it can feel like. It is common for some PR professionals not to have a background in PR, but possibly in journalism or even healthcare.
The phrase “It’s PR, not ER” came up. Although many PR professionals use this quote to remind themselves that their work is not life or death, Mark Mohammadpour brought a new meaning to the phrase. He reiterated that although PR does not save lives directly, it can indirectly change lives. Although it can feel overwhelming at times, it’s okay to appreciate the burden of public relations work because it is important work being done. Hearing professionals relate that they still feel self-doubt reminds young professionals to give themselves some grace when they begin to get too critical of themselves.
Professional Development
ICON in Anaheim wasn’t just great for palm-tree-filled photos to post on LinkedIn. It also provided valuable lessons in professional development. These skills are vital to our journey in the profession. Some topics that were discussed included the importance of networking, informational interviews, and having a mentor.
Informational interviews are easily one of the best ways to network. Reaching out to professionals not only helps build your network, but it helps you figure out if a company might be right for you. There are, of course, general dos and don’ts: Don’t take for granted a professional’s time. Do make setting up a meeting as easy as possible. Don’t ask for anything unreasonable. Do have meaningful questions and be prepared to have a conversation. Finally, once a connection is made, following up with contacts is crucial—professionals appreciate ongoing, meaningful connections. Handwritten letters are a great way to stand out and show your appreciation.
Additionally, many speakers mentioned the importance of having a mentor. Many are unaware that PRSA offers mentorships. They are great for increasing your network and providing advice and direction throughout your developing career.
The key that ties everything together with professional development is the willingness to be curious and invest in yourself. Being open to change and growth is important. Whether it’s to network with professionals or learn something new from others, we need to constantly be learning and growing in order to be the best professionals we can be.
Inspiration
The Disneyland magic that was nearby must have found its way into the Marriott hotel because every room was buzzing with inspiration. There is no feeling like meeting like-minded, PR-passionate people.
DePaul’s chapter was doused with inspiration like it was pixie dust. They learned to engage and communicate boldly. Don’t shy away from conversations, even if they seem daunting because small conversations and openness can open unexpected doors. By stepping into unfamiliar spaces, you can embrace discomfort and grow. Whether it’s through networking or learning new skills from others, the more you practice being in new environments, the more you’ll develop as a professional.
While networking can feel intimidating, stepping out of your comfort zone helps build confidence. As newcomers to PR, it can be easy to fall into the trap of trying to be someone you are not in an attempt to seem more professional. As Gio Benitez from Good Morning America said it best, the answer to many concerns we found was that the best thing you can do for your career is to be yourself.
The four days of ICON were packed with learning, networking, and personal growth. For many, the experience marked the beginning of feeling more comfortable in professional spaces. Ultimately, the conference gave a peek into what the future holds for us as PR professionals.
PRSSA ICON 2024 was more than just a conference for the DePaul PRSSA executive board—it was a transformative experience that ignited new perspectives, built confidence, and reinforced their commitment to growth. From overcoming the challenges of networking to embracing imposter syndrome as a natural part of the professional journey, the team walked away not only with lessons but with newfound motivation.
Amid all the learning, the team proudly earned Dr. Frederick H. Teahan Awards for Outstanding District Conference and University Service, recognizing their dedication and achievements. These honors not only celebrate their hard work but also serve as a reminder to keep aiming higher. They reaffirm DePaul PRSSA’s commitment to excellence in serving the profession, the university, and their peers.
As they return to Chicago, the DePaul PRSSA members are equipped with insights, connections, and skills that will guide them in their careers. ICON served as a powerful reminder that the PR field thrives on continuous learning, meaningful relationships, and a willingness to step into the unknown.
The DePaul PRSSA team is now excited to incorporate these crucial insights into the planning of their Beyond the Skyline Midwest District Conference, coming up on February 20-21, 2025, in Chicago.