Public relations is an ever-evolving field, requiring professionals to adapt to emerging trends, navigate new challenges, and find innovative ways to connect with audiences. For Madison Naples, a senior public relations major from Milton, Delaware, and a social media intern at Flagler College, attending the Public Relations Society of America’s ICON 2026 offered an opportunity to explore these challenges firsthand.
As a member of Flagler’s Public Relations Student Society of America (PRSSA) chapter, where she serves as historian, Naples reflects below on how the experience expanded her understanding of the profession and offered new perspectives on her future in public relations.
Experiencing ICON
Stepping into a room full of established professionals can feel intimidating, especially as a student still finding your place in the industry. However, attending PRSA ICON 2026 proved to be one of the most rewarding experiences of my college career.
The Public Relations Student Society of America (PRSSA) is the student-focused affiliate of the Public Relations Society of America (PRSA), providing students with opportunities to explore the communications industry and prepare for their future careers. At Flagler College, I serve on the executive board for our campus chapter, which has helped me connect with fellow students who share my interest in public relations and engage with the profession beyond the classroom.
This year Flagler PRSSA’s executive board was fortunate enough to attend PRSA’s annual ICON conference in Orlando for the second year in a row. ICON is a four-day conference where public relations professionals go to learn and keep up with the industry, but more importantly to connect.
Prior to attending ICON, I was excited for a multitude of reasons.
Not only is this my final semester of college, but it is also the semester in which I have found myself seizing every opportunity. Also, while this was Flagler PRSSA’s second consecutive year in a row attending ICON, it was a first-time experience for several members of our current executive board, making us all eager to discover what awaited us.
Several thoughts crossed my mind: Who would I meet? What opportunities could I make the most of? Which sessions would I have to choose between to get the most out of the experience? I also wondered whether attending would make me even more driven to succeed in this industry. At the heart of all the excitement, however, was the bond my team was about to build, including with Assistant Professor Dr. Mackenzie Quick.
My Main Takeaways
There were so many events that made this experience one of a kind. I was fortunate to attend sessions that sparked my interest, including “Cultural Intelligence Under Fire: Leading DEI in a Political Climate,” “To Speak or Not to Speak: Crisis, Trust and Reputation Questions in the Statement Era,” and “Speaking Like a Human in the Age of AI: Lessons from a Former White House Speechwriter.”
When considering the session on diversity, equity, and inclusion (DEI), one lesson that stood out to me was the fact that we need to hold space for others in communities that are not of our own. Rather than making assumptions, we should listen to and learn from those with firsthand experience to better understand their perspectives and guide our approach.
Through these sessions, I was also able to explore my particular interest in crisis communications. We live in a time when internal and external events often pressure organizations to make public statements. I frequently wonder how organizations determine when it is appropriate to speak out and when it is better to remain silent. Speaking out carries risks, such as appearing performative, drawing unwanted attention, or alienating stakeholders who disagree with the message.
However, remaining silent carries risks, too. Silence is a statement in itself, and a powerful one. Crisis communications professionals face the difficult task of navigating these situations and making decisions that can have lasting consequences for an organization and its stakeholders.
Finally, I attended a session focused on the role of AI in the communications industry. Many students seem hesitant to discuss AI, and it is easy to understand why. In all honesty, we fear what our future careers might look like as AI continues to evolve.
During that session, former White House speechwriter Steven Kelly offered a fresh perspective that reshaped how I think about AI in my own life.
Rather than viewing it as a competitor, he encouraged us to see it as a colleague. This shift in perspective was eye-opening. Instead of fearing a technology that is likely to remain part of our professional lives, we can focus on learning how to work alongside it effectively. I am excited to bring these insights back to my peers and share what I have learned.
Keynote speakers like Savannah Bananas Head Coach Tyler Gillum, author Sally Hogshead, and journalist and entrepreneur Gaby Natale all had a carefully crafted message that touched everyone in the room. There was an underlying theme to all of them, to stand tall and execute with confidence. Every speaker emphasized how being different was your edge and to take advantage of that. To quote Sally Hogshead, “Boring is the kiss of death.”
One quote that also resonated with me most was, “Refuse to be one of the many and start being the only.” As someone with a big personality, I’ve always felt a need to hide it away or blend in. The truth is, being different makes you desirable. When Gaby Natale said, “Inner voice over outer noise,” I felt as if she was speaking to me directly.
Reflecting on the Experience
After the conference, I could say with certainty that no other experience during my time at Flagler College has compared to the one we had in Orlando. Our PRSSA board formed such a unique connection through late-night conversations in someone’s hotel room, venturing out for karaoke, and even getting everyone to watch the Victoria’s Secret Fashion Show.
I also felt that this experience was a tremendous opportunity for my professional growth, whether through meeting one-on-one with professionals over coffee or staying after sessions to connect with speakers. I had always been told, “Your network is your net worth.” I never took that saying too literally until now.
I have Dr. Quick to thank for reinforcing her confidence in each of us and encouraging us to make connections and ask questions in a room full of hundreds of people.
Pursuing professional development opportunities in college can feel intimidating. Students get so caught up in their coursework that we sometimes forget how enjoyable the learning process can be. Sometimes, it takes signing up for a conference or roundtable discussion to remind us how passionate we are and how much opportunity awaits beyond the classroom. I found the connections I made to be fruitful. Every professional I spoke with was willing and eager to connect me with someone in their network.
As students, we are often afraid to ask for a conversation. I remember feeling as though I didn't have enough industry knowledge to hold an intellectual conversation with a professional. The truth is, you will never know everything. I think that was my biggest takeaway.
As the end of college approaches, you never want to regret missing out on an experience that could become a cornerstone of your career. Many of the connections you make now can lead to new opportunities.
I am currently finishing my final semester of undergraduate studies, and I am not entirely sure what lies ahead. However, I am confident that whatever comes next will be shaped by the time and effort I have invested in meeting people and learning from them. It also helps to have an amazing team of peers and professors supporting you, and Flagler has the best.
