PRSA New Professionals

Five Steps for New Pros to Take After a Conference

Kristin Durand Leave a comment

PRSA’s annual conference, ICON 2026, just took place October 18-20 in Orlando, Florida. Over the past few weeks, the PRSA New Professionals Section has been 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. This final post discusses essential steps new professionals should take after attending a conference. These actions help ensure they maximize the value of their employer’s investment by investing in themselves.

By Nigel Becker

Conferences are a great way to grow as a new professional, and the opportunities don’t end once the last session wraps. 

Once you’re back at your hotel, sitting in the airport, or back at home, there are additional steps you can take to show your gratitude, share what you’ve learned and get involved in upcoming events.  

Here are a few ways to get started:

1. Leverage Your LinkedIn

This is what LinkedIn was made for! Tell your professional network all about your experience at the conference. Why did you attend? What did you learn? Did any themes or pieces of advice stand out to you? Share your thoughts on your profile.

If you took any photos during the conference, be sure to include them. Not only do posts with pictures get more engagement, but it also shows how connections you made on the exhibitor hall, the breakout sessions, and the networking receptions.

We’re there training opportunities during the event? Update your LinkedIn skills section (and your resume) with any new skills you gained or sharpened while attending.

Take a look at all those business cards you collected and contacts you wrote down. If you haven’t already, connect with them on LinkedIn and consider sending a quick follow-up note mentioning how much you enjoyed meeting them. Maybe they can save you a seat at next year’s conference! 

2. Thank the Hosts

Planning a conference is a lot of work, from booking the space to coordinating speakers’ schedules to sending reminder emails. Organizers often do this on a volunteer basis on top of full-time jobs and other obligations. Let them know how much you appreciate what they do. If you had spent months planning an event, wouldn’t you appreciate someone taking a few moments to say thanks? A short email of gratitude goes a long way.

3. Offer Your Time & Talents

If you enjoyed the event, consider getting involved with the host organization.

For example, PRSA’s professional interest sections offer a range of committees that can use your help. Some ways to get involved don’t even have to be huge time commitments. Volunteer opportunities like designing social media posts or helping to draft newsletters are great ways for new pros to contribute their skills in meaningful ways.

Check their website, reach out to the organizers, or contact the organization’s leaders to learn more. This is a great way to keep growing your skills and your network even after the conference is over.

4. Bring Takeways Back to Your Team

Chat with your supervisor and coworkers to find out what’s the most helpful way to share what you learned. A presentation during your all-team meeting? A recap document with key takeaways? Drop-in office hours?

By showing you’re engaged and sharing what you learned with the team, leadership can see how their investment in the conference – and you – is paying off. 

5. Prepare for Next Year

It’s never too early to start preparing for the next conference.

When and where will it be held? When do tickets go on sale? Is there an early bird price? Keep an eye out for this info. Set a calendar reminder, join the organization’s mailing list and follow them on social media so you know as soon as next year’s plans are set. 

The work you put in after a conference can be just as valuable as the conference itself. Best of luck as you keep the momentum going!

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. 

Four Ways for New Pros to Prepare for a Conference

Kristin Durand Leave a comment

PRSA’s annual conference, ICON 2026, is taking place October 18-20 in Orlando, Florida. Over the past few weeks, the PRSA New Professionals Section has been 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

Congratulations! You’re going to have the opportunity to meet fellow professionals and gain tips to level up your work.

You can toss some clothes in a bag, hop on a plane and hope for the best, but if you take a few simple steps ahead of time, you’ll learn more from the experience, make a  better impression on your fellow conference-goers and enjoy the event even more.

1. Research the Speakers Ahead of Time

Check the agenda to see who will be speaking and find the LinkedIn pages for the presenters who pique your interest. Get a sense of which ones have jobs or backgrounds that inspire you most, so you can make a point of chatting with them.

Pro tip: Brainstorm some tailored Q&A questions to show you’ve done your homework. If you were a speaker, which of these questions would make a stronger impression on you. “I saw you got your degree in linguistics; how does that shape your approach to PR?” or “What did you say your job was?” 

2. Practice Your Elevator Pitch

You’re probably going to meet a lot of people, and more than a few will want to know who you are and what you do. Think about what you want to say; what’s most important about you and your job? If your organization’s work is complicated, how can you give a snappy summary without reciting an encyclopedia entry? 

Don’t feel like you have to script your self-introduction; you don’t want it to sound canned. It may make sense to introduce yourself to a fellow new pro differently than you would to a manager at your dream company. Still, ironing out what info is must-share can prevent “Oh no, I should have mentioned…” regrets from popping up five minutes later. 

Pro Tip: Avoid using industry-specific jargon or acronyms. Even “PRSA” might be unfamiliar to somebody operating outside of the day-to-day communications world. 

3. Pack Smart

A few key items can keep you prepared and feeling confident throughout the event:

  • Note-taking supplies: Whether that’s a laptop or good old-fashioned pen and paper, make sure you can jot down notes whenever you need to. It doesn’t hurt to bring a backup, too; if your tablet is on the fritz, a spare notepad can save the day.
  • Business cards: If your organization gives you business cards, bring a stack. If you don’t have any, pre-save your LinkedIn QR code. You can also set up a digital business card via a platform like Popl.
  • Dress code-appropriate outfits: Check the event details to see if you’re expected to wear professional clothing. If there’s room in your bag, bring one more change of clothes than you think you’ll need so an unexpected rainstorm or a wayward glass of wine doesn’t ruin your wardrobe planning. And don’t forget comfortable shoes: You’ll be walking a long way, all day, every day. One pair of dressy and one pair of upscale casual shoes will be worth the space sacrificed in your carry-on.

Pro Tip: Don’t forget to pack a “lobby outfit.” Inevitably, you’ll need to make a coffee run or grab a late night bite, and you don’t want to run into your boss or the keynote speaker in your pajama pants and shower slides. This can be as simple as adding a lightweight blazer and closed-toed slip on shoes. Even better, save space in your luggage and repurpose your airport outfit. 

4. Work With Your Team to Create an Out-Of-Office Plan

“Can you respond to John’s email right now?” 

“What am I supposed to say during our client call?” 

“Where did you save your notes on the project?” 

When you’re trying to focus on speakers’ insights at a conference, urgent texts and calls like these can get in the way. When you’re trying to focus on speakers’ insights at a conference, urgent texts and calls like these can get in the wayWork with your supervisor and team to make a plan. Will you be expected to answer emails while you’re away, or can you set up an email message steering people to a colleague? If you’ll be missing meetings, does your team have your notes? Are important documents accessible to your team, or are they living in a private folder? 

Pro Tip: Before you depart, send an email to your team detailing the plan you and your supervisor agreed upon. This gives your colleagues a document to easily refer to if they get stumped while you’re away. 

You’ve Got This

Preparing for a conference can be exciting… and overwhelming. If you end up forgetting something, don’t worry; it happens to all of us! But if you take simple steps like these ahead of time, you can take away more meaningful insights and — hopefully — have an even better time. 

Now, what are you waiting for? ICON 2026 is only a few days away. Do your homework, pack your bags, and get ready for the most iconic PR & comms event of the year! 

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.

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.

Five Reasons to Attend a Conference as a New Professional

Kristin Durand Leave a comment
A group of young professionals speaking to one another in a conference hall

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

As new professionals, we’re always looking for ways to expand our skill set, access new opportunities and meet fellow professionals who can become connections, mentors, and above all, friends.

Attending a conference is a great way to do that. 

I recently attended PRSA’s 2026 Public Affairs and Government Summit, and it was one of the highlights of my professional career so far. 

PRSA offers a huge selection of conferences every year, from the marquee ICON to those hosted by the numerous professional sections. Many local and regional PRSA chapters and sections also host their own conferences.

If you’re wondering how you might be able to benefit from a conference, I’m here to break down five specific ways that going to one can open doors and help you level up your career. 

1. Expand Your Network

Professional conferences bring together hundreds of industry representatives, vendors, and partners all together under one roof. These attendees come from diverse backgrounds and experience levels. They may be able to help you get a job, share tips to make you better at your role, or provide an extra set of eyes and ears to bounce ideas off on future projects. 

You can also connect with mentors at these events. Approaching someone to say “I’m really interested in your work and would love to learn more” can stand out in ways an email or LinkedIn message simply can’t.

And if a fellow conference-goer is looking for work and seems talented, you may even be able to connect them with your own organization. 

2. Learn from Pros Who Are Further Along in Their Own Journey

As a new professional, you may worry that you’ll be the youngest or least experienced person at a conference. That might not be the case; attendees from all stages of their careers attend conferences! 

Even if you are the least experienced person in the room, that’s often a benefit. It can mean you have the highest likelihood to learn something impactful, and where better to learn than a room full of people who have been in the industry for years or decades longer than you? Many are eager to share what they know, especially with a new professional who’s taking the time to learn.

3. Gather Fresh Ideas from Other Organizations

Every organization is unique. They have their own audience, their own stakeholders, and their own internal team with its own skills and opportunities for growth. 

But even organizations that seem different on the surface can learn something from each other. If you work for a PR firm, you can still learn from a media relations manager, a public utility organization, or a government spokesperson. Effective communication is still effective communication, regardless of how different our audiences look. 

4. Get Hands-On Experience

Many conferences host activities like crisis simulations and brainstorming sessions where you can work with other professionals to solve problems and put best practices into action. 

During the PRSA Public Affairs and Government Summit, I experienced an afternoon-long crisis simulation that made my head spin in the best possible way–and it taught me more about crisis communications than any book or how-to video ever could. 

5. Find New Passions

If you say “I had no idea that was a job!” coming out of a conference, you won’t be the first!

You might meet a conference-goer with a job title you didn’t know was possible or discover a new way to put your media relations background into action. 

Treat the conference floor as a discovery zone, and you’ll often be rewarded for the adventure. 

What Now?

Whether your goal is networking, learning, or finding new career directions, there’s likely a conference for that. 

PRSA maintains a list of upcoming conferences, and if you’re a PRSA member, you’ll likely qualify for discounted tickets. Other local, state, and national organizations host conferences too, so be sure to ask colleagues and mentors for recommendations. 

As for tickets and travel costs, ask your employer about professional development funds. Many organizations offer stipends or reimbursement for professional development expenses. Find out if they can help pay for conference tickets, travel, and/or membership in professional organizations like PRSA. 

And above all, keep looking out for professional development opportunities. As a PRSA member, you have access to a tremendous number of resources–many free or discounted. The time you invest in your growth now can have a real impact on your career down the road. 

Reflections on My Experience

During my three days at the 2026 Public Affairs and Government Summit, I participated in the mock crisis communication simulation mentioned above (complete with a mock press conference), explored case studies at organizations ranging from a regional sewer district to a public health department to a state department of corrections, and met government and public affairs officials from all stages of their careers who were beyond generous in sharing their time, insights, and encouragement. 

Heading home, I felt so inspired–with fresh ideas to bring back to my team and pros to stay in touch with as I continue to navigate my professional journey. 

If you’d like to know more about my experience and want help understanding how a conference can help you as a new professional, feel free to message me on LinkedIn.

I’d like to thank the Public Affairs and Government section for putting on a wonderful event. If my experience is any indication, you won’t regret exploring conferences as a new pro either. 

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.

Using Employee Narrative to Defend Corporate Reputation: Southwest Airline’s Flight 1380 Crisis Case Study

admin Leave a comment

The COVID-19 pandemic has brought to light more than ever the need for public relation practitioners to have the proper skills in crisis communication management. While this has always been known to experienced practitioners, it makes the case for those new to the industry to see if they need more knowledge and training in this area.

One of the ways to gain more knowledge is looking back at the past and learning from these case studies.

As a part of Ball State’s online master’s in public relations curriculum, students are required to take leadership courses — one being dedicated to case studies. The work completed by our students not only builds their critical analysis skills of how professionals handle public relations issues in global, digital and ethical contexts, but also provides an opportunity for recognition.

Two of my graduate students won third place in the 2020 Page Student Case Study Competition for their case study, “’Nothing to Hide.’ That’s Southwest. Navigating Crises Fast and Well With Human Stories in the Era of Misinformation.”

The case study took a deep dive into Southwest’s response to Flight 1380’s mid-air emergency, where the aircraft’s left engine exploded shortly after takeoff, causing the plane to plummet toward the ground. Shrapnel from the explosion broke through a passenger’s window, creating a vacuum that sucked her body halfway out of the plane before other passengers could pull her back inside to administer CPR. The crew managed an emergency landing, but the incident left one passenger dead and eight others with non-critical injuries.

Already known for its mission of “Transfarency,” Southwest maintained their core principle of transparency throughout the entirety of the crisis. During and in the immediate aftermath of this crisis, the airline remained transparent with its public, regularly communicating updates regarding the situation via press releases, Tweets, press conferences, sympathy letters, videos, inspection updates, compensation packages and blog posts.

After the incident, crew members and passengers of Flight 1380 were featured on various media outlets as a part of a media tour. Through the stories shared by crew and passengers, a narrative of faith and trust developed in Southwest’s messaging. These reputation tactics are only a few examples of what helped the airline recover from the crisis and gain back the public’s trust.

Studying how corporations and organizations respond to the public during times of crisis can provide a way to diversify your skills and critical thinking in your current and future public relations career. Employers are always seeking candidates with these sets of skills. If you think you may need more education or experience to help further your career, consider pursuing your master’s degree.

Ball State’s master’s in public relations is entirely online, so you can continue working while earning your degree. What you learn in our courses can be applied to your career the very next day.

Interested? Apply today. Applications for the 2021 Spring semester are due January 5, 2021. Use the code PRMA2020 before December 31, 2020 to waive the $60 application fee.

 

 

Dr. YoungAh Lee is an associate professor and Graduate Studies Director in the Department of Journalism. Her approach to public relations emphasizes the role of reputation, believing that businesses succeed best when they align their communication and business goals.

To learn more about Dr. Lee and Ball State University, visit the university’s Department of Journalism.

LinkedIn: Dr. YoungAh Lee