Sally Hogshead on What Makes Communicators Stand Out

ICON 2026 is coming up in Orlando, Fla., Oct. 18–20. Before that, I want to share insights from one more General Session speaker, Sally Hogshead.

In August, I spoke with Hogshead for PRsay about her Oct. 19 ICON presentation, “The Fascination Factor: Authentically Communicate Who You Are at Your Best.” A New York Times bestselling author and expert on the science of fascination, she studies how people and brands earn attention, build trust and become memorable.

Our conversation began with a timely, important distinction: Artificial intelligence can generate content, but it cannot make someone memorable. That task still belongs to people. Every time we enter a room, deliver a presentation, pitch an idea or publish something online, Hogshead said, we send cues that help others decide whether to listen, remember and act.

For communicators, who spend so much time helping organizations and leaders stand out, her advice offers a useful way to think about our own careers.

Hogshead’s central idea is simple: “Different is better than better.” Standing out is not about watching competitors and trying to outdo them. It begins with asking what you already do well, what resonates with the people you most want to reach and what makes your contribution distinct.

That principle also challenges the conventional idea of personal branding. Hogshead doesn’t believe that we need to manufacture a new version of ourselves for public consumption. Instead, she encourages professionals to make their outward identity match who they already are. “You don’t have to change who you are,” she told me. “You need to become more of who you are.”

Her research into more than 100,000 high performers found that the highest performers were not reinventing themselves. They understood how they naturally created value and leaned into it. Someone whose strength is attention to detail, for example, can become indispensable by sharpening that ability rather than trying to excel at everything.

There is an important lesson here for teams, too. No one can be perfect for every assignment or audience. Strong teams work because people contribute different strengths, perspectives and ways of solving problems. Knowing where we overdeliver — and where someone else may be better equipped — allows everyone to do stronger work.

Hogshead’s message of authenticity will be one of several perspectives awaiting attendees in Orlando. Savannah Bananas Head Coach Tyler Gillum will discuss leadership, resilience and creating fan-first experiences that reach beyond wins and losses. Three-time Daytime Emmy Award-winning journalist and entrepreneur Gaby Natale will share ideas about embracing uniqueness, breaking barriers and redefining what is possible.

Together, these speakers offer a fitting set of themes for communicators navigating rapid change: Know what makes you valuable. Build cultures that put people first. Be willing to challenge expectations. And resist the pressure to sound or think like everyone else.

‘Collective’ Coverage

This year also marks the launch of PRSA’s Creator Collective, a pilot initiative featuring six communications professionals and content creators who will share original work before, during and after the conference. Their posts will provide an inside look at the people, ideas and experiences shaping the profession.

Look for our ICON coverage in the November-December issue of Strategies & Tactics and on PRsay. And keep an eye out for the Creator Collective across PRSA’s social platforms.

Hope to see you in Orlando!