Public relations students recently attended the national The Public Relations Society of America ICON Conference in Washington, D.C., that took place from Oct. 28-30., where they joined peers and PR professionals for networking, workshops and gained hands-on learning experience in the communication field.
The three-day event was tailored to enhance students’ professional development, networking within the communication field, and expand on the current trends in public relations.
Two student members of the Public Relations Student Society of America chapter were sent as Monmouth PRSSA representatives to the conference. Abby White, a communication major in PR and President of the PRSSA chapter at Monmouth and Danielle Williamson, a junior communication major in PR and Journalism and current PRSSA club member.
For many students who attend ICON, this is their first ever event in a professional environment. Although there is a lot of unknown and curiosity, there is also a level of excitement at what this conference can offer them in both academic and professional possibilities for future employment. “I am looking forward to hearing more about the PR field and the different career paths I can go down. I’m also looking forward to speaking with different professionals and hearing their insights and advice about this career path,” said White.
The conference serves as one of the key networking and educational events for PR and communication students. Those who attended heard from keynote speakers, participated in workshops and developed connections amongst their peers who hope to acquire both internships and employment opportunities. Mary Harris, senior specialist and faculty co-advisor of PRSSA at Monmouth University, offers what students should expect as attendees. “Students will hear from PR leaders in the industry regarding trends in the field, ethics, research, media relations, technological advancements, crisis management, recent case studies, and more. The conference also gives students ample opportunities for networking with other university PRSSA chapters and career professionals alike,” she said.
Prior to the conference, Williamson said,“I’m most excited to hear Amy Sherman-Palladino speak, because she created Gilmore Girls, which is my favorite show. I want to see what she has to say and how her work connects to public relations. There are also going to be great speakers from the business world, which I think will be so valuable,” said Williamson.
In addition to the plethora of agendas during the three-days, many companies were present to offer potential future opportunities. “There are usually tables where organizations have information about internships and entry level jobs. Since many companies offer hybrid or remote work now, there may be opportunities with companies from multiple regions of the United States. Attending the annual conference can also be a beneficial addition to a student’s resume, because it demonstrates professionalism and active involvement with a national organization,” Harris said.
Both students prepared themselves to get their names out there and make a lasting impression. “I’m preparing business cards and printed resumes. You never know who you are going to come across and my professors have told me it’s always smart to have a business card with your information and/or a resume on hand for any job opportunities that may come of a conversation,” said White.
Echoing the importance of networking, Williamson added how critical it is to her future as well. “Probably, like getting my name out there and networking. I’m going to make myself business cards and I might print out copies of my resume and just to give out and, like, see if I can really connect to someone because I’m still technically a junior, so I’m leaning more towards internships right now,” she said.
On behalf of Monmouth University’s PRSSA chapter, attending a national event like ICON would not be possible without a combination of university support, professional partnerships, and community fundraising. According to Senior Specialist Professor Kristine Simoes, the cost of sending two students to the conference each year—including registration, travel, and hotels—is estimated to be between $7,000 and $10,000, a significant increase from past years, prior to COVID, when the cost was closer to $2,500.
“Every year we get that money courtesy of the Jersey Shore Public Relations and Advertising Association (JSPRAA),” Simoes said. “Nicole Frame, the Director of Conference Services and Events, and Adjunct Professor at Monmouth, was a former board member, and she made sure they dedicated a portion of their funds to our nationally accredited program to send at least two students per year to that conference.” Simoes continued that as university and department budgets have reduced post-COVID, such partnerships have become central in preserving opportunities for student development. “A lot of budgets have been tightened over the last five years . . . It would be very difficult for a college junior or senior to come up with a spare $3,500 in a month,” she said.
Monmouth University’s PRSSA chapter acts as an entirely student-run public relations organization that partners with local nonprofits and small businesses to support communication and marketing services. The chapter is among a small group—only 28 universities nationwide—recognized as a PRSSA Nationally Affiliated organization, Monmouth’s Public Relations program holds a CEPR accreditation (Certification in Education for Public Relations) from the Public Relations Society of America, an acknowledgement collectively held by 50 programs worldwide for meeting the highest standards of ethics, education, and industry readiness.
“This is my first semester at Monmouth, and since I started it has definitely opened up a ton of opportunities for me already being apart of the PRSSA club, with going to this conference, doing events with my job, and just doing events with the club. So, I definitely think it’s, you know, bringing me out into the real world more, which is nice,” Williamson said.
The chapter provides students the ability to obtain career-applicable skills in writing, creating press releases, and social media content design. These hands-on experiences allow members to work directly with real clients and develop confidence in their work, making themselves more appealing to business owners looking for new hires. “I think attending the national ICON conference as a Monmouth University student adds credibility to not only our school, but our chapter as well . . . working with our clients and being nationally affiliated boosts their confidence in us to be able to effectively help them with campaigns, events, or even media promotion,” White said.
“I think it’s important for Monmouth students to have real world experiences and get the opportunity to network with industry professionals to help boost their professional careers. I also think it is important to represent our school. Monmouth University provides so many amazing opportunities for its students and it is important, when at these events, to represent,” said White.
