The Ultimate Playbook for District Conference Coordinators
There’s a unique kind of magic that’s formed when passion, purpose and public relations collide. As the former president of the Public Relations Student Society of America Chapter at Clark Atlanta University and founder of Panther Communications, I had the honor and challenge of leading the planning and execution of the PRSSA 2025 Southeast District Conference, Culture & Communications: Empowering Voices in PR & Media.
The full-day, multi-panel event drew more than 70 students and professionals and marked a historic milestone — the first time a historically Black college or university hosted a PRSSA District Conference.
If you’re considering stepping into the role of District Conference Coordinator, here’s your all-access guide to the strategy, creativity and resilience it takes to bring an unforgettable event to life, plus a few lessons I learned along the way.
Define your “why”
Before booking venues or drafting run-of-shows, anchor yourself in purpose. For us, the mission was clear: amplify underrepresented voices in PR and media.In a time when diversity, equity and inclusion efforts are being questioned and, in some cases, rolled back, our conference theme, Culture & Communications, was a call to action. Let your “why” guide every choice, from the panels you program to the partnerships you pursue. Your purpose will carry you through when logistics get overwhelming — and trust me, they will.
Lean into your PRSSA team and ask for help
Our core planning team was made up of members from the CAU PRSSA executive board. Balancing school, jobs, internships and conference planning wasn’t easy, but clear communication, task delegation and weekly check-ins kept us aligned.
One of the most important lessons I learned: You don’t have to do it alone. The PRSSA International Committee is also there to support you. Whether you need guidance on timelines, best practices or promotion, don’t hesitate to reach out. They’ve done this before, so use that collective knowledge to your advantage.
Utilize every resource you have
Hosting a successful District Conference requires more than passion — it takes strategy. We leaned on our alumni network, LinkedIn, and local industry contacts to find sponsors, speakers, and collaborators. We used Wix to build our event site and Mailchimp for email marketing, both of which helped us build community, promote the event, and drive registration.
I highly recommend LinkedIn for speaker outreach and partnerships; alumni networks for sponsorships and mentorship; Mailchimp for managing email campaigns; Google Docs for real-time collaboration; and Canva for polished, branded visuals. If you’re resourceful, you don’t need a big budget — just bold energy and a solid plan.
Start early, stay flexible
We began planning in September, nearly seven months before the conference date. Our early work focused on theme development, budget planning, marketing strategy and identifying sponsors. As the event approached, we finalized speaker confirmations, venue logistics and email campaigns.
Still, no matter how early you start, there will be unexpected changes. Speakers may cancel, run-of-show adjustments will happen, and things might arrive late. That’s OK. Adaptability and grace under pressure will serve you better than perfection.
Make marketing a priority
Your event can be incredible, but if no one knows about it, none of it matters. We ran a robust social media campaign across Instagram and LinkedIn that led to more than 78,000 views, 1,300 likes and 400 shares. Our targeted email campaigns achieved an impressive 82% open rate.
Keep your messaging consistent, your visuals on-brand and your calls to action clear. Don’t underestimate the power of storytelling. Share your planning journey, spotlight your speakers and give your audience a reason to show up.
Plan the day thoughtfully and be ready to pivot
We created a full-day experience that included panel discussions, workshops, a lunch-and-learn career fair and career development activities like mock interviews, headshots and resume reviews. Every element was designed to empower our audience of students and young professionals.
Despite detailed planning, last-minute changes were unavoidable. A successful coordinator knows how to pivot and stay calm under pressure. Trust your team, stay flexible and keep the attendee experience top of mind.
Reflect, measure and celebrate
After months of hard work, there’s no better feeling than seeing your vision come to life. Our event generated praise on social media platforms such as Instagram and Linkedin, was featured in HBCU Buzz and brought together students, professionals and partners in a space dedicated to learning and empowerment.
Take time to reflect on what worked, gather feedback and document your results. You’ve built something meaningful — and that deserves to be celebrated.
Final thoughts
Being a District Conference Coordinator is more than a leadership opportunity; it’s a commitment to impact. You will face challenges, make tough decisions and grow tremendously along the way.
If you’re wondering whether you’re ready, know this: You are. Use your voice. Use your team. Use your resources. And above all, remember your why.
Courteney Sykes is a Florida native and recent graduate of Clark Atlanta University with a bachelor of arts degree in mass media arts with a concentration in public relations. She served as president of the Clark Atlanta University PRSSA Chapter from 2022 to 2025 and is the founder of Panther Communications, the university’s Student-run Firm. She is passionate about combining storytelling with creativity and amplifying diverse voices in PR, media and communications.
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