PRSA’s ICON 2025 Wraps, Showcases Storytelling, Leadership and the Future of Ethics in AI

Keynote sessions from Lauren Graham, SHRM executive Tina Beaty and a high-profile political media panel highlight the premier communications conference

WASHINGTON, D.C., October 30, 2025 - The Public Relations Society of America (PRSA) concluded its highly anticipated ICON 2025 Conference this week, drawing close to 2,100 communications professionals and students from across the nation for an event that celebrated storytelling, leadership and the evolving ethical landscape of artificial intelligence.

Headlining the conference was Lauren Graham, award-winning actress, producer and New York Times best-selling author, who inspired attendees with a keynote on the power of authentic storytelling. Known for her beloved roles in "Gilmore Girls" and "Parenthood," Graham shared how courage and creativity drive meaningful connection, themes that resonated deeply with this year's ICON focus on communication's role in shaping culture and conversation.

"Lauren Graham reminded us that stories told with honesty and heart have the power to unite, inspire and transform," said Matthew Marcial, CAE, CMP, CEO of PRSA. "Her keynote perfectly reflected PRSA's mission to help communicators lead with purpose and creativity."

Complementing Graham's session was an address from Tina Beaty, chief brand and marketing officer for SHRM, who explored leadership in the modern workplace and the growing intersection of employee experience, ethics and organizational culture.

A dynamic political communications panel added to the momentum, featuring Brendan Buck, former counselor to House Speaker Paul Ryan; Leigh Ann Caldwell, chief Washington correspondent for Puck; Zac Moffatt, former digital director of the Romney for President campaign, and now CEO of Targeted Victory, helping companies navigate today's administration; Robyn Patterson, assistant White House press secretary; and Ali Vitali, MSNBC anchor and former Capitol Hill reporter. The panel examined the evolving relationship between politics, media and public trust, offering attendees real-time insights and analysis in advance of the 2026 midterms.

Next year's Conference will take place in Orlando, Fla., at the Orlando World-Center Marriott from October 18-20, 2026, bringing together communicators from around the world for another powerful week of learning, networking and leadership development.

PRSA Releases Updated Version of 'Promise & Pitfalls: The Ethical Use of AI'

ICON 2025 also marked the debut of an updated version of PRSA's widely referenced guide, "Promise & Pitfalls: The Ethical Use of AI for Public Relations Practitioners." Originally released in 2023, the enhanced edition builds upon PRSA's Code of Ethics to provide expanded frameworks and case studies addressing transparency, bias mitigation and human oversight in generative AI.

Developed by PRSA's Board of Ethics and Professional Standards (BEPS), the new version underscores PRSA's continued leadership in helping communications professionals navigate emerging technologies responsibly.

"Artificial intelligence is transforming every aspect of our profession," said Linda Staley, APR, Fellow PRSA, chair of the PRSA Board of Ethics and Professional Standards (BEPS). "This updated resource ensures practitioners have the tools and perspective to harness AI ethically - keeping the human element at the center of communication."

The guide reaffirms PRSA's foundational principles around five key provisions of its Code of Ethics:

• Free Flow of Information
• Disclosure of Information
• Competition
• Safeguarding Confidences
• Enhancing the Profession
  

The revised framework also introduces new case examples and a cost-benefit analysis to help practitioners evaluate AI's impact on workflow, creativity and public trust. Like the original release, this updated guide is available at no cost to both PRSA members and non-members, reflecting PRSA's commitment to advancing ethical standards across the broader communications community.

About PRSA

The Public Relations Society of America (PRSA) is the leading professional organization serving the communications community through a network of more than 400 professional and student chapters in the U.S., Argentina, Colombia, Mexico, Peru and Puerto Rico. Guided by its Code of Ethics, PRSA empowers members at every stage of their careers through professional development, networking and leadership opportunities. Signature events include the Anvil Awards and ICON, the premier annual gathering for communications professionals and students.

For more information, visit https://www.prsa.org.

###

Media Contact:
PRSA Communications
(212) 460-0307
[email protected]