Leading Across Borders: A Conversation with PRSSA President Milagros Orcoyen

Milagros Orcoyen’s journey in public relations has taken her from the classrooms of Universidad Argentina de la Empresa (UADE) in Buenos Aires to the global stage as president of PRSSA. 

In her leadership role, she has championed cross-cultural collaboration, built bridges between student leaders in Latin America and the United States, and fostered a worldwide network of future communicators.

Now a recent graduate, Orcoyen has stepped into a new chapter as coordinator of events and public relations for the Argentina Affiliate of the International Society for Pharmaceutical Engineering (ISPE), where she supports their annual Latin American conference and continues to sharpen her skills in event strategy and nonprofit communications. 

As her PRSSA presidency concludes, we talked with Milagros to reflect on her leadership journey, the PRSSA-PRSA connection, and the lessons she’s learned.

What motivated you to join PRSSA as a freshman, and how did that early start shape your career growth?

I studied public relations at Universidad Argentina de la Empresa (UADE) in Buenos Aires, Argentina, the only school in the country with a PRSSA Chapter. While researching where to pursue my degree, I discovered that studying at UADE would allow me to join a PRSSA Chapter and be a part of an international community of like-minded peers and professionals. That made my decision clear: I had to study there and join PRSSA.

Joining PRSSA was one of the first things I did when starting school, and it’s been the best choice I’ve made. PRSSA is the perfect environment to step outside your comfort zone, embrace lifelong learning, and build a meaningful global network. 

What inspired you to take on leadership roles within PRSSA, culminating in your current position as president?

I’ve always been a proactive and curious person, and I believe that growth happens when we step outside our comfort zones. Leadership roles as a student can feel intimidating, but I’ve always understood that they are key to personal and professional development. 

That’s why, as a freshman, I ran for events committee coordinator in my local Chapter. I was honestly surprised when my peers elected me for the role. After all, I was fresh out of high school and still building confidence in my abilities. But deep down, I knew I was ready for the challenge.

[Later], I was honored to be elected as President, which has been an incredible opportunity to lead and make an impact on the organization at an international level.

PRSSA is expanding its international presence. How do you see the role of PRSSA evolving to better support students worldwide?

I’m incredibly proud of PRSSA’s international growth. We currently have Chapters established in the United States (including Puerto Rico), Argentina, Colombia, Mexico, and Peru, and our membership spans across the globe.

This year, my team and I have worked hard to increase awareness and strengthen support for our international community. To make PRSSA more accessible, we’ve introduced Spanish-language content, including social media captions, Progressions articles, and PRSSA Podcasts. 

At the Leadership Assembly in March, we also submitted and passed an amendment to our bylaws to rename the National Committee as the International Committee, reflecting the direction PRSSA is headed. 

In the past, many of our members weren’t fully aware of PRSSA’s international presence. It’s exciting to see how awareness has grown and how we are all learning from one another’s diverse backgrounds and experiences.

I’m optimistic about PRSSA’s future. The steps we’ve taken so far are just the beginning, and I’m eager to continue building on this momentum. 

How has being a student in Argentina shaped your leadership style and views on PR’s global impact? 

Being a student in Argentina while serving PRSSA on an international scale has shaped my leadership style to be more inclusive, empathetic, and adaptive. Effective leadership starts with empathy — truly listening and connecting with people on a personal level. 

Recognizing that everyone comes from different backgrounds, experiences, and communication styles is vital to fostering an inclusive and supportive environment.

When I joined the National Committee, I knew it was important to prioritize this mindset. I researched the academic calendars of the countries within our Society, understanding that each region operates differently. I also familiarized myself with holidays and observances that may not be celebrated in Argentina. Managing time zones and adapting to different communication styles were other important areas I had to navigate.

In Argentina, we tend to have a more informal communication style, even in professional settings. I’ve learned to adjust my approach based on who I’m communicating with.

I’ve also focused on building meaningful, personal relationships with our members through one-on-one outreach and virtual coffee chats. These conversations have helped me better understand members’ needs, offer personalized support, and ensure everyone feels heard and valued. 

What are some of the biggest challenges new PR and comms pros face today?

Our industry — and society as a whole — is constantly evolving, making it challenging to stay up to date with such a dynamic landscape. I’d say that’s both a current and growing challenge. New professionals must embrace a lifelong learning mindset, staying curious and proactive to remain ahead of the game. More than an advantage, continuous learning is now a necessity.

Additionally, we’re living in an increasingly globalized world, which means communicators need strong multicultural communication skills to connect effectively with diverse groups. Navigating cultural differences can be challenging, but being mindful, adaptable, and open to different perspectives is essential for PR and communications professionals. The world is more interconnected than ever, and this need for global awareness will only continue to grow.

What skills do you think new graduates should prioritize learning?

As I mentioned before, I believe multicultural communication skills are essential. In today’s globalized world, the ability to connect with people from different backgrounds allows us to be more empathetic and inclusive professionals. Understanding diverse perspectives helps build stronger relationships based on trust, which is an invaluable asset in our industry.

Another crucial skill, which we’ve already discussed, is adaptability. In an industry that’s constantly evolving, professionals must be able to pivot and respond to new trends and challenges. This goes hand in hand with a lifelong learning mindset. Curiosity and continuous learning help us to stay ahead, anticipate industry shifts, and adapt effectively. The most successful professionals are those who embrace change as an opportunity rather than resist it.

Lastly, strong storytelling is fundamental for any communicator. A great storyteller is more than just a skilled writer. They know how to craft messages that feel authentic and resonate with their audience. When we’re intentional about who we’re representing and how we’re telling their stories, we create deeper connections and leave a lasting impact.

What can be done to encourage even more PRSSA graduates to transition into PRSA membership?

The key to encouraging the PRSSA to PRSA transition is building strong relationships. As PR professionals, we know that trust isn’t built overnight. If we want students to see the value in continuing their membership, they need to experience meaningful PRSA connections and opportunities early in their academic journey.

If PRSSA students start engaging with PRSA professionals as freshmen, whether through mentorship, networking events, or Chapter collaborations, they will be consistently exposed to the benefits of being a part of PRSA. When they see a strong, supportive network that actively contributes to their growth, transitioning to PRSA after graduation will feel like the natural next step, not just an option to consider.

What has been your most rewarding experience with PRSSA?

Serving on the PRSSA National Committee has been one of the most rewarding experiences of my life. Having the opportunity to connect with each and every one of our Chapters and members has been an absolute pleasure.

I truly enjoy having one-on-one conversations to understand our members’ unique needs and preferences, allowing me to provide tailored advice and resources that make a difference. Being able to support our membership and help make things happen is incredibly fulfilling. There’s nothing that makes me happier than seeing our community thrive

What’s one piece of advice you wish someone had given you when you first started your studies?

We’re all here to learn, and it’s OK to make mistakes. Instead of seeing mistakes as failures, see them as opportunities for growth.

When I first ran for president, I didn’t get the position. Instead, I served two terms as vice president of events and fundraising. At the time, I felt like I had failed. But once I got home from the Assembly, I decided not to let it define me.

I started meeting with fellow PRSSA members for feedback sessions, analyzing what I could have done better during elections and working on enhancing my skills. Viewing the experience as a learning opportunity changed everything. When I ran for president again, I was more prepared and confident, and ultimately, I got the position.

Looking back, I realize that moment wasn’t a failure. It was a lesson that made me stronger. Every challenge is an opportunity to grow, and if you embrace that, you’ll always come out better on the other side.