Career Advice

Four Ways To “Sell” a Conference to the Boss

Kristin Durand Leave a comment
An employee (left) sitting at a table asking his boss (right) for permission to attend a conference

PRSA’s annual conference, ICON 2026, is taking place October 18-20 in Orlando, Florida. Over the coming weeks, the PRSA New Professionals Section will be posting a series of blog entries aimed at educating our members about the importance of attending events like these–even and especially as a new professional.

By Nigel Becker

Picture this: You’ve found a conference you really want to attend. It’s perfectly aligned with your job and professional goals, and you think it will help you strengthen your work. 

You bring it to your boss, and they say “No,” “I need more info,” or “Tell me why you should go.” 

Now what? 

As a new professional, it’s easy to feel uncomfortable advocating for yourself, but asking thoughtfully and coming prepared shows your commitment to growth. You can bounce back from this setback — or maybe even prevent it altogether — with some careful preparation.

1. See If the Conference Has a Summary of Benefits …

Many conferences offer a sample letter or statement explaining what skills attendees will bring back. Showing this to your boss can help show that the conference is a legitimate professional opportunity, not an excuse to take a few days off work. 

Don’t believe me? Need an example? Fair. And smart. See – you’re learning already!

Check out the Make the Case for ICON 2026 tab on the ICON 2026 website. Here, PRSA offers its members not one, not two, but three resources to present to leadership showing the return on investment or “ROI” that will come from sending you to this one conference. 

2. … And If It Doesn’t, Create Your Own!

Look at the conference agenda, as well as any available information on past years’ conferences or other work the host organization does. Create a document with a few bullet points explaining how the conference will give you new skills, tools and insights that benefit your whole team. Also offer to share your takeaways with the team when you return, whether through a presentation or a recap document.

Contact the conference organizers for help. Explain what you do and what you’re hoping to learn. Even if you don’t attend, they may point you to other learning resources, such as webinars or an online toolkit.

3. Consider What Makes Your Supervisor (and Your Organization) Tick

Does your supervisor care about staying on top of the latest trends in AI? Then point to a conference session discussing how AI is shaping your industry. If your boss cares about boosting productivity, consider sessions on work hacks and productivity tools. They could see how a day or two away from work can help you deliver stronger results for months. Is your company struggling with their crisis communications plan? Find a strategic comms expert moderating a panel on “Top 10 Tips and Techniques for Improving Your Crisis Plan” – and there’s your ace in the hole!

This kind of empathy and strategic thinking can be persuasive and show your boss you’re thinking about the whole team. If you were managing your organization’s finite resources, wouldn’t you find “here’s how we can all benefit” more compelling than “here’s how I will benefit?”

4. Address Specific Road Blocks

Some conferences offer scholarships to offset ticket costs. Maybe you can qualify for a discount if you work for a nonprofit or government organization — or if you’re a PRSA member! Pro tip: some have deadlines months in advance, so make sure to plan ahead!

Perhaps your boss is worried you’ll be away from work for too long. Explore whether the conference has a virtual or single-day option. These versions can allow you to get many of the same great insights with less time away, often at a lower cost of attendance.

If none of these are options, consider other ways to make it work. If you believe the conference will help you professionally, could your employer cover half of the cost of attendance? 

Remember: This Isn’t the Last Conference

If you try these tips but still can’t get buy-in from your team, don’t be discouraged. 

Another conference in the future may be closer to home,have more affordable registration, or come around at a better time financially for your company. As you continue to rise through the ranks of your organization or transition to another role elsewhere, you may also unlock new opportunities to attend conferences. 

Above all, be proud of yourself for doing your research and taking the initiative to explore conferences. You’re showing you care about continued learning and growth. Those traits will serve you well throughout your career.

About the Author

Nigel Becker is an account executive at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio. Since 2025, he has served as the Social Media Co-Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook. He also chairs PRSA Central Ohio’s Student & New Professional Engagement committee.

Behind the Mission: A Career in Nonprofit Communications

Kristin Durand Leave a comment
Several hands gathered in a circle holding a heart

When people hear the word “nonprofit,” they might make assumptions. Some imagine a small office with limited resources, volunteers doing most of the work, and employees making financial sacrifices in exchange for meaningful work. While passion and purpose are part of the nonprofit experience, the reality is much more.

Wearing Many Hats

Communication professionals play an important role in advancing the impact of nonprofit organizations’ mission by turning their services into stories that inspire action. Nonprofit pros gain experience in marketing, events, social media, and public relations, as well as community engagement and outreach. One day you might be writing a press release, and the next, you’re at an event, creating social media content, interviewing program participants, or developing a marketing campaign. The variety keeps the work exciting. 

Wearing many hats helps professionals discover their strengths while gaining experience they might not receive as quickly in a larger organization with more specialized roles.

One of the biggest advantages of starting a career in the nonprofit sector is the opportunity to develop a broad range of skills in a relatively short amount of time. Because nonprofit teams are often smaller, communications professionals are frequently involved in many aspects of the organization—from social media management and content creation to media relations, event promotion, and even strategic planning. 

Nonprofit Doesn’t Mean “No Money”

One of the biggest misconceptions about nonprofit organizations is that they don’t generate revenue. In reality, nonprofits operate like businesses in many ways. They manage budgets, invest in equipment, hire employees, and develop strategic growth plans.

The difference is where the money goes. 

Instead of generating profits for shareholders, nonprofit revenue is reinvested into programs, services, and community impact. Nonprofit organizations understand the value of communications and marketing because visibility drives support. Donations, sponsorships, grants, and community partnerships are all ways a nonprofit can receive funding.

Passion Makes A Difference

There’s something unique about working alongside people who deeply believe in a shared mission. Whether the cause is education, healthcare, animal welfare, the arts, social services, or environmental conservation, nonprofit professionals are often driven by a genuine desire to make a difference. 

That passion shows up in everyday conversations, team meetings, and projects. Knowing that your efforts contribute to positive change can make the busiest days feel rewarding.

Building Community Through Communication

Nonprofit communications is about building relationships. Events are an opportunity to bring people together around a common purpose, and public relations is about amplifying stories that deserve to be heard. Every communication effort helps increase the likelihood of a larger community of supporters, volunteers, donors, and partners.

For recent graduates, nonprofit work offers an excellent foundation for long-term career growth. It encourages adaptability, creativity, and problem-solving, while providing meaningful opportunities to take ownership of projects and see the direct impact of your work. 

Small But Mighty

Working in a nonprofit role has significantly broadened my professional skill set. In addition to gaining experience in communications, I’ve developed knowledge of sales processes and CRM systems, giving me exposure to areas I would not normally encounter. Being part of a small team has also provided opportunities to collaborate closely with colleagues and build professional relationships.

Knowing that the work has a meaningful purpose is one of the most rewarding aspects of working in the nonprofit sector. Seeing the direct impact of our efforts and the positive growth within the community has made my work especially fulfilling. 

Nonprofit organizations play a vital role in addressing community needs, and the work they do is both valuable and essential. For recent graduates, nonprofit work offers not only the chance to make a difference but also an opportunity to gain diverse, hands-on experience that can serve as a strong foundation for a successful career.

About the Author

Isabel Scudella is the Mentorship Co-Chair for PRSA’s New Professionals Section. She serves as the Lead Marketing and Media Coordinator at MaternityMetrix, where she manages social media, public relations, community outreach, event coordination, and digital analytics. Isabel graduated from the University of Wisconsin-Milwaukee in 2024 with a Bachelor’s degree in Communications and Public Relations. She is currently pursuing her Master’s Degree in Arts, Entertainment, and Media Management at Columbia College Chicago. 

How to Network as an Introvert

PRSA New Pros Leave a comment
Article title overlaid a handshake between two professionals

by Jonathan Mayes

As introverts, we’ve all been there. You’re at a conference and there’s a special happy hour at the end of the day, where everyone is invited to attend and “network” after a long day of sessions. Or if you think back to your college days when a career fair is coming up and you learned that the company you’ve dreamed of working for will be there. The only problem is that you will have to network, aka talk with the recruiters. 

As an introvert, I know that it’s sometimes a struggle to even talk with my closest friends and family. Then, adding the stress of trying to impress an employer or colleague, I might as well be swimming up a creek without a paddle. 

However, having experienced these situations before, I’m here to tell you that you can do it! Even though it might sound scary, stepping out and talking to strangers will actually help you build up confidence for future interactions. 

Now, I understand you may still not feel comfortable dipping your feet into the water, so here are three tips on how to prepare and network as an introvert. 

1. Focus on one-on-one or small group settings.

Large networking mixers can feel draining, but you don’t have to attend every one to be successful. Instead, look for opportunities like coffee chats, small professional breakfasts, or niche industry meetups where conversation is easier.

If you do attend a larger event, aim to connect meaningfully with just one or two people rather than trying to work the whole room. Choose the industry or company that you most resonate with and start there. That way, you leave with strong contacts instead of shallow introductions. Once you’re in the room and feel comfortable, you can always talk to more people. 

Online networking (LinkedIn groups, industry Slack channels, alumni networks) can also be a great fit since it allows you to engage at your own pace, plus it can be written and not live chat!

2. Prepare conversation starters in advance.

Having 2–3 open-ended questions ready helps you feel less anxious about awkward silences. A few examples that you can start with include: “What brought you to this event today?” “I noticed your role involves [X]—how did you get started in that area?” “What’s been the most exciting project you’ve worked on lately?”

These questions demonstrate genuine curiosity, invite the other person to talk about themselves (which most people enjoy), and provide an opportunity to discover shared interests.

You can also prepare a short personal introduction—just a 2–3 sentence version of who you are and what you do—so you don’t feel put on the spot when it’s your turn to share.

3. Use follow-ups to your advantage.

After meeting someone, send a personalized message within a couple of days. For example, you can say: “It was great meeting you at [event]! I really enjoyed hearing about your work on [specific project/topic]. Would love to stay connected and hear more about it.”

Sharing an article, podcast, or resource related to your conversation is a simple way to add value immediately and demonstrate thoughtfulness. Additionally, this will help keep the conversation going and demonstrate to the individual you’re networking with that you’re passionate about what you discussed with them, and that you value their insight and opinion.

Finally, because introverts often excel at written communication, this step allows you to deepen the connection without requiring constant face-to-face interaction. It’s the best of both worlds, honestly! 

Bonus Tip – Be Yourself!  

A lot of times, people (and employers) value authenticity over fake personas. If you’re trying to grow with your interpersonal communication skills, explain that to whoever you’re networking with. I’ve often found that the person I’m talking to is quite surprised and impressed when I tell them that I classify myself as an introvert. That then causes them to remember me, which is never a bad thing! 

I’m going to end this blog where I started, and that is, you can do it! Oftentimes, it’s taking that first big step, or in this case, walking up and saying “Hello, my name is X,” that’s the hardest part. Having had the great opportunity to hold multiple internships during college and now two jobs post-college, I can undoubtedly say it gets better with practice. You can do it!! 

About the Author 

Jonathan Mayes is the current PRSSA Liaison and Chair Elect for PRSA’s New Professionals Section. He graduated from The Ohio State University in 2022 with a Bachelor of Arts in Strategic Communications and a minor in Hospitality Management. He’s currently the Social Media Coordinator at Red Roof Hotels, which is based in Columbus, OH. 

My Tips for a Dramatic Career Change: A Three-Part Series

ImageMikayla Pryor Leave a comment

What did you want to be when you were in grade school?

As a high schooler, I knew I wanted to be a writer. I was a timid student, but my teachers took notice of my voice and tone in my assignments. I read music blogs voraciously. I thought I would become a music journalist after college. Long story short, I didn’t become one. I joined the military. An officer in my squadron persuaded me to go back to school and finish my degree. There were a lot of ups and downs in my working life. Then the pandemic left me at a crossroads. I had to figure out fast what my next move would be. At the end of 2021, I scored the opportunity of a lifetime, a paid position at one of the top public relations firms in the country, working in their advocacy department.

Now that I’m a PR professional, I am excited to share the first three tips I’ve learned during my journey.

Pick Your Target Before anything else, this must be done. If you want to be somewhere else, this is the beacon to guide you there. Knowing precisely what you want and where you’re going will keep you focused and motivated to persevere. Find some free time and create a list of your hobbies, anything you enjoy. Think about what you’re good at. Have you always been excellent at providing customer service or managing money? This is the time to acknowledge it—research what job titles or industries would likely fit the items on your list. For example, if you like gardening, you could be a copywriter at a company that produces plants and seeds or write for a gardening magazine. When I created my list, something that stuck out to me was that I enjoyed helping others. So working for a nonprofit was a no-brainer for me.  

Know Your Story I picked up an excellent tip from the book U-Turn by Ashley Stahl. In a networking chapter, she talked about an encounter where a guest speaker at her college asked her peers who came up to him after class, “What’s your story?” One by one, she noticed how other students stumbled with this question until another student quickly gave her motivations for pursuing a particular career and why. She realized how vital it is to have a story or even a personal mission statement. Find a way to mention your strengths. 

I usually state this:

I was in the Air Force reserves for six years; although I worked as a maintainer, I grew an interest in the work of public affairs personnel on my base. While in school, I worked as a technical writer for two companies. I learned how to deal with fast deadlines but found out the field wasn’t a good fit. The pandemic happened, and I had to reassess what I wanted with my life. I knew I had an interest in helping others, which led me to work for an agency on their public affairs advocacy team. 

How would you introduce yourself at a networking event or to a potential employer? You never know who could help you along the way, so be prepared. 

Become a Volunteer Now that you know what you want to be, you need the opportunities to emulate it. The best way to gain familiarity in your chosen field is to make yourself available. You’d be surprised at the amount of organizations and entrepreneurs out there needing creative or administrative help. I was lucky enough to find an internship with a respected national nonprofit. It did not pay, but it confirmed the industry was for me, and I secured recommendations from my coworkers. Of course, bills come first, but if you can set aside some time for something like that or even a short-term project, It’s well worth it.

Now that we’ve finished talking about where to start, come back next month, when I’ll share with you the meat of the process, gaining the knowledge, and revamping your resume.

About: Mikayla Pryor was born and bred in Charleston, SC. She currently lives in Atlanta, Georgia working for Berlin Rosen on the New York Public Affairs Advocacy team. She is also the Blog Chair for the PRSA National New Pros Committee. Her hobbies include studying aerial hoop, watching anime, and feeding her beagle mix too many treats.

Roche Communications Specialist Kelsey Jones Talks Ball State University, Healthcare PR & Internal Communications

Kristin Durand Leave a comment

Kelsey Jones is a communications specialist for Roche’s Diabetes Care division and a Ball State University alumna. She graduated in 2011 with her bachelor’s in hospitality and food management and once again in 2017 with her master’s in public relations.

Today, she shares advice for new communications professionals.

Q: What are your job responsibilities as a communications specialist in the healthcare and medical device industry?

A: At Roche, I drive integrated strategies based on best practices for employee communications, internal events, and programs. I draft content for various internal communications channels such as email, video, digital signage, newsletters, and social media. What I do ultimately impacts business results, as I help decide what employees need to know and when they need to know it to drive engagement and productivity.

I also facilitate Diabetes Care collaborations with patient advocacy organizations like the American Diabetes Association, College Diabetes Network, and Juvenile Diabetes Research Foundation to reduce health and racial disparities in our communities. Through this work, I build meaningful, mutually beneficial nonprofit partnerships.

Additionally, I manage Roche Gives Back, our internal employee giving program, as a portal administrator. The company matches employee donations and volunteer time in the community, and I review all match requests. I also plan and execute engaging volunteer events for more than 4,500 Indianapolis-based employees. Our most notable event is our annual Day of Service with Keep Indianapolis Beautiful, where we identify an Indianapolis neighborhood or park to beautify.

“Storytelling is a large part of my role when communicating what Roche and our employees are doing in the local community, how we give back, and how we contribute to important causes.”

Q: What advice do you have for students wanting to pursue a communications career in the medical industry?

A: Initially, I had no desire to work in the healthcare and medical device industry — I generally perceived healthcare and large corporations as very stuffy and uninviting. Roche completely changed my perception. Roche is very welcoming and inclusive and provides fantastic benefits for employees. Plus, some of my closest friends are my colleagues.

If a student is interested in pursuing a communications career in healthcare or another large corporate environment, I highly recommend job shadowing. Spending a day with a current corporate communications professional will provide insights into their role and help students see if it aligns with their interests.

I also recommend taking a business course or two. Having basic business knowledge is extremely important in the corporate setting.

Q: What valuable lessons about the communication field have you learned throughout the pandemic?

A: I would definitely say to meet employees where they are. The pandemic has created so many additional challenges for our employees: at-home schooling, childcare, illnesses, and even the death of loved ones due to COVID-19. It is crucial with internal communications that you convey empathy and meet employees where they are.

Q: In what ways did Ball State’s master’s in public relations prepare you for the role you currently have?

A: Ball State’s master’s in public relations prepared me to be a critical thinker in a corporate environment. It equipped me with the issues management skills needed to succeed in a large, matrix organization. The program provided strong relationship-building lessons that are critical to any industry’s communications or public relations role. It challenged us to work in new ways while utilizing strategic communications and encouraging collaboration.

Q: Why would you recommend Ball State’s public relations program to new professionals?

A: Ball State provides a personal, hands-on approach to public relations. Graduate students receive regular one-on-one sessions with their graduate advisor and esteemed professors. In addition, on-campus graduate students have the opportunity to work at the student-run strategic communications and public relations agency. Coming from a non-public relations background to graduate school, this experience was invaluable to my learning experience.

The public relations graduate program is continually ranked as one of the best in the nation and one of the only programs accredited by the Public Relations Society of America. The individualized, entrepreneurial learning and award-winning curriculum made Ball State’s program my number one choice.

The program is also available entirely online for working professionals who can’t come to campus. The online courses are asynchronous, meaning you can complete them whenever they fit into your daily schedule. The same faculty who teach on-campus also teach online, so there is no difference in curriculum or course quality.

Q: Any final words of advice about your experience or for new communication/PR professionals?

A: Keep an open mind regarding career opportunities and always take the initial interview. You never know; you may end up being surprised about the company or role like I was with Roche!

Lastly, always keep learning. Your education doesn’t stop when you are handed your diploma. Continue to network with industry professionals and like-minded individuals. Consider attending relevant conferences, taking additional classes, or completing a certificate program once you identify your communications and public relations interests.

If you’re interested in pursuing a master’s in public relations from Ball State, visit our website for more information or contact the program director Dr. YoungAh Lee.

Kelsey Jones is a communications and corporate social responsibility professional who enjoys keeping up with giving trends and connecting employees to causes important to them.

Not only is philanthropy part of her day job, but it’s also a part of who she is. Whether she’s planning events for the Indianapolis Cultural Trail or raising funds for various causes important to me, giving back is in her DNA.

LinkedIn: Kelsey Jones, M.A.