professional 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.

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.

Three Reasons for PR Pros to Pay Attention to Politics

Kristin Durand Leave a comment

Political news shapes public sentiment, brand perception and communication trends. For PR pros, especially new professionals, understanding political developments can improve audience awareness, crisis management and campaign creativity.

By Nigel Becker

The last few weeks have been busy ones in American politics: Voters in Virginia and New Jersey elected new governors, New York City chose a new mayor and the federal government shutdown disrupted air travel, public assistance programs and more. 

If you’re a political nerd like I am, or if your clients operate in policy-related spaces, you may have been following these events closely. 

But even if politics don’t excite you and your day-to-day role isn’t tied to public policy, it’s still worth keeping an eye on political news as a new pro. Here’s why.

Political issues may impact your audience

As communicators, we need to understand what’s happening in our audience’s lives. Maybe they’re stressed about losing access to a government program, or they’re anxious about the outcome of an upcoming election. 

Being mindful of these stressors can help your organization avoid appearing out of touch. For instance, if your audience is stressed about finances, you might proceed with caution when promoting pricey products, or highlight how your organization is supporting community nonprofits.

Politics can appear in surprising places

In recent years, brands have found themselves in the middle of political debates over everything from DEI programs, to commercials perceived as dogwhistles, to controversial logo redesigns. 

These controversies can seem to come from out of nowhere, but by staying aware of hotly debated topics, you can help your organization tweak non-political communications to avoid taking an accidental stand — or decide how best to weigh in when a cause aligns with its values.

(PRSA’s daily “Issues and Trends” newsletter, which all members can sign up for, regularly highlights trends like these.)

Campaign communications can inspire non-political comms

Political communicators exist in the same ecosystem as the rest of us: They’re navigating AI, deepfakes, shifting social media algorithms, distracted audiences and a public that’s increasingly skeptical of both political and business leaders. 

Despite these challenges, they continue to find creative ways to cut through the clutter, simplify complicated concepts and craft messages that resonate. Trade publications like Campaigns & Elections offer a glimpse into how campaigns are reaching voters and communicating under pressure. 

Many of the challenges campaign communicators tackle — like navigating shrunken budgets and experimental influencer partnerships — can spark ideas for non-political communicators, too. 

A note for outside the office:

Local politics and civic participation depend on communication, too

Even outside of work, following politics can help you be a more engaged citizen… and can open opportunities to use your skills for causes you believe in.

Maybe a local advocacy group needs help running social media or promoting events. Perhaps a school board or city council candidate needs help sharing their ideas with the community. You might even find yourself writing a letter to the editors or speaking at a city council meeting about an issue that matters to you.

Many of us were drawn to PR by a love of explaining complex issues and connecting with people. Those same skills lend themselves perfectly to civic involvement.

About the author

Nigel Becker serves as the Social Media Chair of PRSA New Professionals, overseeing the section’s Instagram and Facebook. He graduated from The Ohio State University in 2024 and is an account associate at Slide Nine, a communications, public relations and digital marketing agency based in Columbus, Ohio.

One of his majors at OSU was Political Science, as you may have guessed!

How to Handle Feedback Like a Pro (Even When It’s Tough)

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By Whitney Conaghan

Early in your communications career, feedback isn’t just expected — it’s essential. Whether it’s a note on your press release draft, commentary on your meeting presence or a full performance review, how you receive and respond to feedback can significantly shape your career. For new professionals, learning to handle feedback with confidence and clarity is one of the most valuable skills you can develop. 

This is about more than just having thick skin. It’s about separating your work from your self-worth, engaging with critique productively and using feedback as a real tool for growth.

Detach your ego from your work

One of the most common mistakes early-career professionals make is taking feedback personally. It’s understandable because communications work is creative, individual and often high-pressure. When someone critiques a pitch you crafted or a strategy you designed, it can feel like a personal blow.

It’s important to remember that feedback is about the work, not its creator. Detaching your ego means focusing on improvements rather than personal validation. The most successful professionals develop the ability to view feedback as information that helps them grow, not as a judgment on their abilities.

Show poise in the moment

Hearing constructive feedback can trigger an emotional response. Staying poised means listening without rushing to explain, justify or react. It looks like neutrality in the moment — not agreeing quickly to try to keep the peace, and not scoffing at criticism before fully understanding it. Think of feedback as input rather than evaluation.

After the conversation, take time to let your emotions settle so you can assess the feedback objectively. Ask yourself whether the feedback aligns with your goals or highlights a blind spot you hadn’t considered. Sometimes it helps to keep a log of your feedback so you can identify what works for you, decide where to take action and understand how the input fits into your overall development.

Turn feedback into action

Feedback is only as valuable as what you do with it. Once you’ve had time to process it, the next step is to create a plan. What specifically can you do to improve? Your action plan doesn’t need to be complex, just clear and achievable.

For example, if you were advised to be more concise in your writing, you might want to set the goal of reviewing every email draft and trimming at least 10 percent of the word count. If the feedback was about contributing more in meetings, choose one upcoming meeting where you’ll plan to share an idea. Making small, consistent changes helps build new habits without overwhelming your workflow.

Follow up and close the loop

If someone took the time to give you thoughtful input, take the time to show them you heard it. A quick follow-up can go a long way. Try something like, “Thanks again for your feedback on my last press release. On this next one, I focused on developing more specific story ideas before writing, and I think it helped me keep the angle focused.”

This kind of check-in shows that you value their input and are serious about improving. It also helps strengthen professional relationships built on trust and growth.

Normalize feedback as a two-way part of working relationships instead of something that only happens during reviews or when something goes wrong. Professionals who seek feedback tend to improve faster. By proactively asking for input, you show that you’re invested in your own development. 

Instead of asking broad questions like, “Any feedback?” get specific. Try: “What would make my media lists more helpful for the team?” or “What’s one thing I can improve about how I presented the idea to the client?”

Feedback is a career tool

Sometimes, tension around feedback isn’t a sign of disagreement. It might mean the feedback is spot-on, and it simply caught you off guard. Tracking how changes feel over time through self-reflection or simple check-ins helps you find sustainable ways to grow while staying aligned with your natural strengths and energy.

Handling feedback like a pro means being open, curious and committed to improvement. In an industry where the work is fast-paced and highly visible, improvement matters, and those who grow are the ones who build long-term success. 

Listen with care, reflect with intention and act with purpose. Learning this skill will serve you for years to come. Keep asking questions and refining your process, and remember — feedback isn’t a test; it’s a tool. 

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. 

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.