Top Public Relations Lessons from ICON 2026
ICON 2026 brought together thousands of public relations and communications professionals in Orlando for one of the year’s most anticipated industry events.
PRSA Puget Sound members joined peers from across the country to gain insights from keynote speakers, engage in hands on professional development and connect with experts advancing the field of communications. Strong national search interest in public relations strategies, leadership development and professional development reflects the growing demand for the skills highlighted throughout the conference.
Leadership Rally and PRSSA Engagement
Before the main programming began, Puget Sound Chapter leaders participated in the PRSA Leadership Rally and Delegate Assembly. The sessions focused on governance updates, national trends and strategies to strengthen chapter operations.
At the same time, PRSSA students joined professionals for the Connect with Champions breakfast, gaining invaluable mentorship as they prepare to enter the public relations profession. These early conference experiences reinforced the importance of leadership development, training and community building for communicators at every level.
Keynote speaker Highlights
Tyler Gillum
The conference opened with a high energy keynote from Tyler Gillum, head coach of the Savannah Bananas, who encouraged attendees to bet on themselves and embrace bold risks. His focus on putting audiences first resonated with communicators navigating shifting expectations across media platforms. Clips of his talk capture the message, but the in-person energy underscored why live conferences remain so valuable.
Sally Hogshead
Marketing strategist Sally Hogshead delivered Monday’s keynote, sharing research on the concept of fascination and explaining why it is better to be different than simply better. Attendees received complimentary access to her fascination assessment, allowing them to identify communication strengths that differentiate their work. Her message aligned with strong public interest in public relations meaning and strategy.
Gaby Natale
The closing keynote featured Gaby Natale, a three-time Emmy winning journalist and bestselling author. Natale shared her experience breaking barriers as a Latina journalist and her journey as a breast cancer survivor. She encouraged attendees to see differently and pioneer what is next in their careers. Her story modeled resilience, purpose driven leadership and authentic storytelling.
Professional Development and Integrated Learning
ICON 2026 featured a wide range of training opportunities on media relations in the AI era, ethical decision making, global communications, data insights and leadership skills. Workshops reflected rising demand for leadership development training, organizational development and communications strategy.
This year also included practical sessions that helped participants strengthen skills they can immediately apply across their organizations.
Media Training and Spokesperson Development
A session on training effective spokespeople emphasized the importance of preparing subject matter experts for high-stakes interviews, town halls, presentations and videos.
Trainers explored how to build confidence, simplify complex topics, craft memorable soundbites and tailor instruction to four primary learning styles:
- Visual
- Auditory
- Read and write
- Kinaesthetic
Attendees also learned best practices such as combining group and individual coaching, assigning advance homework, offering refresher training for executives and providing clear feedback in real time. The session reinforced that strong spokesperson training helps organizations communicate clearly and authentically during both routine and high-pressure moments.
Integrated Grand Opening Campaigns
Another popular session focused on building integrated communications campaigns for grand openings. Attendees learned how to assess whether customers can find a business, take action easily and return in the future.
Presenters encouraged teams to research competitors, leverage the Meta Ads Library, host soft launches for service-based openings and create cohesive assets across platforms. Additional strategies included budgeting, influencer engagement, event logistics and running paid social ads at least two weeks before opening. The session demonstrated how integrated approaches break down silos between PR, social and paid outreach.
AI Adoption and Organizational Readiness
As generative AI tools become increasingly embedded in communications workflows, ICON offered a deep dive into responsible AI adoption. The session centered on people first principles:
- Ethics
- Transparency
- Human creativity
- Bias mitigation
Attendees learned how to audit current AI use, run pilot programs, identify internal champions and build cross departmental working groups. Training techniques included custom GPT tools, team mapping and SMART goal (Specific, Measurable, Achievable, Relevant, and Time-bound) setting to increase internal AI usage. The session also highlighted leadership’s role in supporting AI enabled teams and promoting continuous learning. These themes mirror national search interest in leadership development programs and training and development skills.
Key Takeaways from Puget Sound Members
- New monitoring tools are rapidly expanding how organizations track reputation
- External credibility is increasingly important for AI generated search results
- Transparent budget stewardship strengthens organizational trust
- C-suite and employee experiences often diverge, reinforcing the need for internal communication research
- Pre-drafting crisis responses saves time during urgent events
- Identifying crisis team members early ensures clarity during fast moving situations
Community and Regional Participation
Throughout the conference, students and professionals connected through workshops, discussions and informal networking. Washington state continues to show strong national engagement in conference related searches, demonstrating the value of sending Puget Sound members to events like ICON.
Looking Ahead to ICON 2027
PRSA ICON 2027 will take place in Chicago, IL, at the Chicago Hilton.
- Dates: Sunday, October 24, 2027, to Tuesday, October 26, 2027.
- Early-bird registration for PRSA ICON 2027 is now open. PRSA currently has a special rate through Thursday, December 31, 2026:
- PRSA Members: $1,495
- Nonmembers: $1,795
- Calls for presentations are expected to open in January 2027.
For communications professionals committed to leadership development, public relations strategy and AI driven innovation, next year’s conference will offer another essential opportunity to learn and grow.
