Insights from ICON 2025
Posted on Dec. 1, 2025 / Perspectives / Subscribe 0
ICON 2025 Recap
By Kerstin March, APR
Vice President, Communications—Northmarq
Over the years, I’ve attended ICON at various stages of my career, and each conference has offered something memorable. As a young professional attending my first ICON in Chicago years ago, I sought out new tactical skills. More recently, in Nashville two years ago, I gained new insights into how AI is reshaping our field. And while attending ICON in Washington, D.C., this fall, I was reminded that as public relations and communication tools and tactics continue to evolve, the heart of what we do is still hinged on making meaningful connections.
I appreciated how this year’s conference brought industry professionals together with bright, aspiring students. The blend of PRSA and PRSSA members created palpable energy in every session. Conversations with peers from varied industries provided a wealth of perspective, while students’ thoughtful questions and optimism for the future of our profession was inspiring.
Another highlight was the opening general session with keynote speaker Lauren Graham, acclaimed actress and author. In her interview with ICON co-chair Crystal Borde, Graham spoke to the deep connections between storytelling and our work as communicators. As an author myself, her insights resonated—her perspective as a storyteller was a terrific reminder of how we're all working to build connections in “a noisy world.” She also emphasized the importance of kindness and empathy as essential tools for communicators.
“It’s how we connect, build trust and understand each other,” she said.
Throughout the conference, sessions were led by an impressive slate of speakers, from corporate to agency experts, to White House communicators and national journalists. They explored the impact of AI and technology, the power of authentic storytelling, the necessity of strong ethical frameworks and much more. DEI was also recognized as vital elements of trust and relevance—something Minnesota PRSA proudly supports, as PRSA recognized by awarding our chapter second place in the annual National PRSA Chapter Diversity Awards event.
Whether you're new to the annual conference, or have enjoyed past events, mark your calendars—planning is already underway for ICON 2026 on October 18-20 in sunny Orlando, Florida.
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