Top Takeaways from PRSA ICON 2025

This year’s PRSA ICON conference felt like a reset button. More reality checks than hype, more nuts-and-bolts than jargon (sans anything AI). It was about the fundamentals that actually move people, and the keyword that re-surfaced across multiple sessions and multiple speakers was something that seems simple but seems to become more complex every day: empathy. Empathy in leadership. Empathy in storytelling. Empathy in knowing when to speak and when to take the time to pause and reflect on where we are heading as communications professionals in a non-stop, 24/7 atmosphere.

Here are our top takeaways from a week spent in our nation’s capital: 

Leaders have to own their internal culture

If you’re an executive or part of your C-Suite, begin asking those entry-level team members what they’d like to see more of, how the office environment makes them feel, and more importantly, ask yourself, “Do our actions reflect our values when we’re under pressure?” Culture isn’t a campaign; it’s lived behavior. And when lived behavior doesn’t match the established values, trust fractures and employees will be the first to call out any disconnects. 

For organizations of all sizes and industries, communications is often asked to patch that gap, but the truth is that culture is owned at the leadership level. Internal trust is built in small, empathetic moments long before a “crisis comms plan” ever gets activated.

AI, oh my!

It comes as no surprise that AI was the buzzword of the week, and for good reason. How is it impacting the future of PR? How can we ethically implement it in our daily work? How do we show we are more important than ever to our clients? As PR professionals, we’re at the forefront of a new era in which AI-driven search discovery now surpasses traditional SEO in importance. 

To stay competitive, it’s critical to understand that AI doesn’t just process content; it analyzes and ranks sources of truth. This means media placements now serve as valuable signals for AI, influencing how brands are discovered and recognized across the digital landscape. Our role is shifting and we must be intentional about crafting content that is optimized for both human engagement and AI algorithms, ensuring we are staying relevant in an increasingly digital-first world.

Storytelling is about change; that’s emotional work.

Data will never outrun a compelling, emotional story. A compelling story is able to create connection because it taps into universal human experiences. In fact, it was shared that 86% of consumers believe that authenticity is important to support a brand. AI can summarize information, but only humans can infuse a narrative with genuine emotion and lived experiences, making it relatable, impactful and authentic. The work of communications professionals is to find and craft these narratives, ask the questions that evoke emotion, get to the bottom of your “why,” and tell the stories that engage and resonate with your audience and ultimately inspire action.

The bottom line
Empathy should no longer be considered a soft skill in our profession. It’s the backbone of effective communication strategies. In an age where audiences demand more authenticity, personalized experiences and transparency, integrating empathy into both your internal culture and external messaging is essential for building lasting relationships. By understanding the emotional drivers of your audience and tailoring your message accordingly, your brand can foster those deeper connections, create more meaningful conversations and stand out in a crowded market.

And as PR professionals, our role is to bridge that gap. We don’t just craft messages; we help our clients tell their stories in ways that build trust, resonate with human emotions and inspire action. In this rapidly evolving landscape, the brands that will thrive are those that not only embrace the power of empathy but also use it as a strategic asset to lead with purpose, align with their audience’s values and drive sustainable growth.