Career Development

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.

10 Questions to Make the Most of a Relationship with Your Mentor

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A successful mentor-mentee relationship begins with asking meaningful questions. These key questions help you gain a deeper understanding, guide your growth and foster a stronger relationship with your mentor.

By Jesse Burke

The first few weeks of the year can be the perfect time to reflect on the previous twelve months by evaluating goals, celebrating successes and acknowledging the obstacles that led you to grow. Much like the gifts we exchange around the holidays, this time can bring a sense of wrapping things up – and, of course, excitement for what’s to come! 

One of my favorite traditions around this time is choosing a New Year’s resolution. Each year, I try to set personal and professional goals that align with where I am and where I want to be. In 2025, I aimed to keep myself moving forward by setting a personal goal of walking 10,000 steps daily and a professional goal of joining a professional organization, which led me to my current role as Co-Mentorship Chair of PRSA New Professionals. This year I’m aiming for 11,000 daily steps and officially launching our New Pros Mentorship program. 

If you’re a new pro still looking for a New Year’s resolution, a meaningful option to consider could be finding a mentor for yourself. Building a relationship with a mentor can be a great way to navigate not only the start of the year but also the early stages of your career. It’s a resolution that can turn simple meetings into a powerful tool for your professional growth. 

Ten Questions to Get You Started

To help you kick off a new year and a new mentor-mentee relationship with confidence, consider these ten thoughtful questions to get to know your mentor:

1. Can you tell me about your career journey? 

2. What advice would you give to yourself when you were just starting?

3. What skills or certifications would you prioritize if you were new in your career today?

4. How can I make the most significant impact as a new pro in my role?

5. How do you establish a healthy work-life balance? 

6. What inspires you outside of work?

7. How do you stay on top of PR, MarComms and industry trends?

8. What are some common obstacles I should prepare for in my career path?

9. What are you most proud of in your career so far?

10. What additional information can I share to make our relationship successful?

These questions serve as a good starting point for getting to know your mentor. However, some of the most meaningful relationship-building can happen through spontaneous and casual conversations. Ultimately, it’s essential to come prepared with organized thoughts and ensure that everything reflects your authentic self. 

Join Our Program

Of course, the above questions are irrelevant if you don’t have a mentor to ask them. If you’re looking, there are several ways to find one, such as through your workplace, a personal connection or by joining our New Pros Mentorship Program. We’re currently gathering names of individuals who are interested in participating as mentees. To join, please fill out this form by January 30, 2026, at 11:59 PM. .

Note: Filling out this form does not commit you to anything at this stage. It simply helps us gauge interest, form a waitlist and better understand what you’re looking for in a mentorship experience. Once we’ve finalized program details and secured mentors, we’ll follow up with next steps!

Have a question? Feel free to contact me at jesseburke2020@icloud.com.  

About the author:

Jesse Burke serves as the Mentorship Co-Chair of PRSA New Professionals, managing the section’s mentorship program. He graduated from The Ohio State University in 2024 and is an account executive at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio. 

From Internship to Full-Time: How to Make the Transition Smoothly

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By Whitney Conaghan

Whether you’re starting your first full-time job after an internship or you’re entering the workforce in a brand-new environment, the shift from student to intern to new professional is both exciting and challenging. It marks a major milestone in your communications career, and it’s more than just a title change. With more responsibility and expectations come new challenges — including adjusting to a longer workweek, learning how to advocate for yourself and figuring out how to build lasting relationships with colleagues. 

The good news? You don’t have to have it all figured out on day one.

Here are a few practical tips to help you transition smoothly into your first full-time communications role, whether you’re in-house, at an agency, or somewhere in between. 

Embrace the learning curve

You might feel pressure to prove yourself right away, especially if you’re coming into an entry-level position with hopes of moving up. But every company and role comes with its own systems and nuances. That means you’re going to be learning a lot, and quickly.

Pay attention to how the team operates. Watch how meetings are conducted, how decisions are made and what the tone of internal collaboration is. 

Ask thoughtful questions. You won’t be expected to know everything, but you will be expected to show curiosity, attention to detail and a willingness to learn.

Shift from an intern mindset to a professional mindset

As an intern, you were probably focused on learning and supporting. As a full-time professional, you’re expected to own your work and think critically. This is your opportunity to demonstrate your value by connecting your day-to-day work to the bigger picture.

Start by being proactive. Instead of waiting for assignments, look for ways to add value. If there’s a project kickoff or a new client, volunteer to do the background research or manage timelines. If your team is short-staffed, offer to build the media list or serve as an extra set of eyes on the press release. 

Build relationships (they matter more than you think)

In communications, relationships are everything — and that includes the ones you build inside your office. The colleagues you’re working with now become your mentors, collaborators and advocates.

Reach out to coworkers for a chance to connect, especially if you don’t work with them directly or if your company has offices in multiple locations. Be a team player by asking questions about what your colleagues are working on. You’ll not only learn more, but you’ll also show that you’re invested in the success of the whole team.

Adjusting to full-time life takes time

Going from a part-time internship or college schedule to a full-time job is a big adjustment. Between longer hours, new responsibilities and the mental shift of working full-time, it’s normal to feel drained.

Give yourself some grace. Your body and brain will adjust to a new routine. In the meantime, try to stay organized with a task list or a calendar, protect time for deep focus and find ways to disconnect at the end of the day. That work-life balance everyone talks about? It starts with small habits, like taking breaks and setting boundaries around after-hours emails.

Keep growing

Your first job is just that – your first job. It’s the start of your career journey. Make time for professional development, whether that means taking a PRSA course, attending a local chapter event, or reading up on industry trends.

Pay attention to what you’re drawn to. Do you love media relations, or are you more excited about internal comms? Are you energized by the fast pace of agency life, or are you more aligned with the stability of in-house work? 

The transition from intern to full-time professional is a busy time, but it’s also one of the most exciting stages of your career. Stay curious, take initiative, ask for help when you need it and give yourself time to grow.

You don’t need to be perfect, you just need to keep learning!

About the Author

Whitney Conaghan serves as the membership chair of the PRSA New Professionals section. She graduated from the University of Oregon in 2023 and is a client services partner at dovetail solutions, a full-service communications agency in Denver, Colorado.  

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.