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.