ICON 2025 Celebrates Storytelling, Leadership and Ethics in AI

More than 2,100 communications professionals and students converged at the Washington Hilton in Washington, D.C., on Oct. 28-30 for ICON 2025. 

The multiday conference spotlighted storytelling, leadership and the evolving ethical landscape of artificial intelligence through mainstage keynotes, breakout sessions and networking events.

Led by 2025 PRSA Chair Ray Day, APR, Stagwell vice chair and Allison Worldwide executive chair, ICON also served as the backdrop for PRSA’s Health Academy Conference, Association and Nonprofit Conference, and Educators Academy Summit.

“It’s been an incredible three days here in Washington, D.C., celebrating excellence, exploring the future of our work and strengthening this powerful network of communicators,” said Day. 

Actress and New York Times best-selling author Lauren Graham headlined with an opening General Session on authentic storytelling, sharing how courage and creativity drive meaningful connection. Tina Beaty, chief brand and marketing officer at SHRM, addressed leadership in today’s workplace on Day 2. And the closing General Session featured a high-profile political communications panel of Capitol Hill journalists and strategists, who examined the shifting relationship between politics, media and public trust. 

The ICON Opening Night Reception, “A Capitol Kickoff Tailgate,” featured a tailgate-style atmosphere with interactive games, sports trivia, music by DJ 24/7 and photo ops with the Racing Presidents, the official mascots of the Washington Nationals baseball team.

The Products & Exhibit Hall showcased innovations from 30-plus sponsors and exhibitors, including industry leaders like Access Newswire, Business Wire, Muck Rack, Notified and Onclusive, giving attendees a glimpse into the latest technologies shaping the profession.

During the DEI Reception on Oct. 29, PRSA honored the winners of its annual Chapter Diversity Awards with Buffalo Niagara in first place, Minnesota in second place and Orlando in third place. At the reception, the PRSA Foundation presented its Paladin Award to Bill Imada, co-founder, chairman and chief connectivity officer at IW Group.

ICON 2025 also marked the release of the updated “Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners,” developed by PRSA’s Board of Ethics and Professional Standards. Building on the PRSA Code of Ethics, the enhanced edition provides expanded frameworks and case studies addressing transparency, bias mitigation and human oversight in generative AI.

PRSA will host ICON 2026 on Oct. 18-20 at the Orlando World Center Marriott in Orlando, Fla., continuing its mission to equip communicators with the insight, skills and network to lead with integrity, creativity and impact.