Insights & Lessons from ICON 2025

At the end of October, several council members in PRSSA had the opportunity to attend ICON in Washington, D.C., the nation’s premier conference for communications, marketing, and public relations. Each year, ICON attracts students and professionals from across the country, offering a platform to learn from industry leaders, explore emerging trends, and build meaningful professional connections. Not only is ICON the largest conference in the field, but it also gives attendees a chance to develop practical skills that can help advance their careers.

Over the course of four days, our members attended various breakout sessions, explored a career readiness fair, and listened to various keynote speakers, such as Gilmore Girls' own, Lauren Graham. 

Here are five things our members learned from attending ICON:

1. The power of networking early

   
   

   We all know networking is essential in the professional world. We are all told to network with everyone we meet, but that advice is crucial, especially in college, because it opens up several opportunities. At ICON, we learned that our career journey is not just a vertical ladder, but it’s jumping on the ladders of those who are next to us. Through networking, you shouldn’t just be going up the ladder, but you want to be looking at the people beside you, too, because connections are equally important. 

   
   

2. Shift from crisis thinking to a risk mindset

   
   

   Crisis is reactive, but professionals should instead learn a risk mindset because risk mitigation is proactive. In order to avoid a crisis, public relations professionals must think of the risks that could lead to a potential crisis and course-correct those risks. It is important to have a mindset shift because everyone understands risk, but few understand crisis, especially when they are in it. 

   
   

3. The importance of a “holding statement”

   
   

   Gone are the days when people stuck in a crisis can delay a response. People used to have a couple of hours to respond to a crisis; now those hours are reduced to just fifteen minutes. Silence is a vacuum; eventually, someone will fill that silence. It is important to be the one to control the narrative so someone else doesn’t. Companies and individuals need to move away from “no comment” to a “holding statement.” This statement should be three sentences max, it should include the facts, empathy, and next steps. Essentially, your facts don’t matter if no one believes them. 

   
   

4. Shift from self-sabotage to success 

   
   

   With these five habits, you will feel this shift. To stop being in that self-sabotage stage, individuals need to activate their full intelligence system, which includes the mind, gut, and heart. The second habit to follow is rewiring the inner conversations we have with ourselves. Next, we need to evaluate our language; the way we speak impacts our reality and the relationships we form. Habit four is choosing your higher mind. With this, we need to start questioning things, shift from reacting to acting, and move away from the mindset of being right or wrong. Lastly, and the most important habit to note is shifting from stress to well-being. Stop being in survival mode and learn to accept the growth that comes from everyday circumstances.  

   
   

5. The importance of storytelling

   
   

   The concept of storytelling is huge in the film and television world, but it is also something professionals in the fields of communications, marketing, and public relations do constantly. For our clients, we are the people behind the story, and it is our mission to tell our clients' stories for the world to hear. Clients bring a vision to the table, and as professionals, we must be able to execute that story and tell it visually and appealingly that will captivate audiences. A story is pivotal to brand identity, messaging, and success. 

There are many lessons our members have learned from ICON, but the five listed are the ones our members thought were essential for students seeking a career in public relations. ICON has changed the way our members will go out into the professional world and make a difference in the world of public relations. ICON has made them stronger, more confident, and ready to be the next PR practitioners. ICON will be held in Orlando, Florida, in 2026, and we hope you will be there as CSU’s next PRSSA ICON attendees!