5 Lessons from ICON About Chapter Growth
This year’s PRSA ICON in Washington, D.C., brought together thousands of communicators, from students to industry leaders, to explore how storytelling, collaboration, and leadership shape the future of public relations. For PRSSA Chapters, the week offered valuable lessons on how to build stronger, more connected communities.
1. Lead with Authentic Storytelling
Keisha Monique, President and CEO of Keisha Monique Public Relations LLC, reminded attendees that transparency and trust are the heart of communication. Her session on Executive Visibility, Trust & Brand Equity showed how authentic storytelling can rebuild confidence and connection. PRSSA Chapters can apply this by spotlighting real member experiences, highlighting what drives students to pursue PR, not just their achievements. Honest stories encourage engagement and help others feel they belong.
2. Prioritize Inclusion and Representation
The Hispanic-Latino and Black Voices Affinity Group meetups demonstrated how diversity drives progress. Nearly 40 professionals attended the Hispanic-Latino gathering, celebrating cultural pride and community. Their message to students was clear: representation strengthens the profession and helps it evolve.
On the final day of ICON, the session The Importance of Representation in PR & Communications explored how organizations that prioritize diversity and inclusion achieve stronger results. Representation was highlighted as essential, especially as only 10% of professionals in PR and communications identify as Black.
The discussion emphasized the need to actively promote inclusivity, fairness, and equity throughout the field. Chapters can carry these lessons forward by fostering welcoming spaces, collaborating with diverse organizations, and welcoming guest speakers who reflect a variety of backgrounds and perspectives.
3. Collaboration Builds Momentum
The PRSSA Vice President of Chapter Development, Teo Landoni, and the Chapter Development Subcommittee demonstrated how teamwork drives innovation. Their collaboration at ICON strengthened international bonds among student Chapters. For PRSSA members, growth often begins when Chapters work together through joint events, mentorship with PRSA professionals, and shared learning opportunities.
4. Leadership Means Showing Up
Whether in sessions or networking events, students learned that leadership begins with participation. Keynote speaker Lauren Graham, award-winning actress, producer, and New York Times bestselling author, reminded attendees that sometimes you need permission to try something new or to give that permission to others. This means encouraging members to lead initiatives, attend professional events, and share creative ideas that strengthen the Chapter’s mission.
5. Keep the Energy Going
ICON’s biggest takeaway was the importance of connection. One attendee wrote, “The world is tough right now, but your drive will take you far. Reach out and maintain the connections you built this week.” PRSSA Chapters can sustain that energy through follow-ups, new collaborations, and events that keep members engaged long after Conferences end.
Final Thoughts
PRSA 2025 ICON reminded us that communication is not just about sharing information; it is about building community. For PRSSA Chapters, growth comes from authenticity, inclusion, and showing up for one another. Keep the spirit of ICON alive by connecting, collaborating, and leading with purpose.
Erika Power is a Master’s student in Communications at The University of Texas at Arlington and the Public Relations Graduate Assistant for her university’s EDGE Center. As Director of Communications for UTA PRSSA and a member of the PRSSA International Chapter Development Subcommittee, she continues to grow as a leader and communicator. Through PRSSA, Erika has gained valuable hands-on experience, built meaningful connections, and discovered her passion for inspiring others through storytelling and strategic communication. She is dedicated to making a lasting impact in public relations. Connect with her on LinkedIn.
