An October to Remember

October is here — a month that always feels like things speed up. (Or, as longtime college football fans like me might say, it’s when the easy non-conference games are over and the real season gets underway.) For PRSA, that means two big things on the horizon: our annual ICON conference and a new initiative that brings our mission into sharp focus in a very personal way.

Let’s start with ICON 2025. We’re just weeks away from gathering in Washington, D.C., on Oct. 28-30. Every year, ICON is where the profession comes together to connect, learn and recharge. 

This year also promises an agenda that combines practical insights with forward-looking discussions about where communications is heading. We’ll hear from PR leaders, explore the latest tools shaping our work, and talk candidly about the challenges facing the profession.

Beyond the sessions, ICON is about the energy of being in the same room with colleagues who understand the highs and lows of public relations — people who care deeply about the work we do and the impact we make.

Managing Editor Amy Jacques and I will publish recaps of our keynoters on PRsay after their sessions in Washington, D.C., and in our November-December issue. This year’s General Sessions speakers include Amy Sherman-Palladino, award-winning writer, director and producer; and Johnny C. Taylor, Jr., CEO of SHRM. We also have a panel titled “DC + Politics = A New Reality for Communications.”

Follow us @PRSAtactics on X for real-time updates and insights from #PRSAICON 2025.

Support for the American Cancer Society

As we prepare to come together in D.C., PRSA is also stepping up in another meaningful way this month. We’ve launched a new partnership with the American Cancer Society in recognition of Breast Cancer Awareness Month titled “Turn Membership Into Meaning: PRSA Goes Pink to Fight Breast Cancer.”

The idea is simple but powerful: Throughout October, PRSA will donate 10% of dues from each new member to the American Cancer Society. We’re also encouraging current members to make their own contributions — whether in honor of loved ones, friends or colleagues who are battling cancer, or in memory of those we’ve lost.

This initiative exemplifies a core value of PRSA: connection. As our CEO Matt Marcial, CAE, mentioned when announcing the partnership, our mission has always been about linking people, ideas and organizations in meaningful ways. 

“This partnership with the American Cancer Society not only reflects our commitment to finding new partners and forging new relationships but also underscores how thoughtful and impactful it can be to support such a worthy cause,” Marcial said. “Together, we can show the power of our profession while standing for something greater than ourselves.”

So, as you mark your calendars for ICON and start planning your sessions, I’d encourage you to also take a moment to reflect on this month’s cause. Whether you’re a new member whose dues will contribute directly, or a longtime member inspired to make a personal donation, every gesture makes a difference.

Visit PRSA’s website for more details.

October will be a busy but meaningful month. I look forward to seeing many of you in Washington later this month, and in the meantime, thank you for all you do to strengthen this community of PR and communicators.

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