Looking Back on a Whirlwind Week at PRSA ICON 2019
For the first time, Kane Communications Group leaders were invited to present at the Public Relations Society of America’s 2019 International Conference (ICON) in San Diego which was held October 20-22. PRSA ICON brings together more than 3,000 public relations and communications professionals and students from around the world to share information, strategies and trends impacting the industry. It was nearly a week filled with inspiring presentations, learning about new trends and being immersed in the world of communications.
After presenting a session on strategic communications and reputation management, Kimberly Kane, president and CEO, and Sarah Fracek, vice president of strategy and marketing, took time to reflect on one of the biggest conferences in the industry.
What are three key takeaways from the conference?
From Kimberly Kane:
A big takeaway for me is what it takes to be a trusted communications advisor and how to know when you’ll get there. Key steps to becoming that trusted advisor: be inquisitive and open-minded, be an active listener, be self-aware (know your strengths and opportunities), know when to act fast and when to take your time, know your client’s business well and be authentic. You’ll know you’re a trusted advisor when: you’re asked to attend meetings that aren’t about communications, you’re asking questions that give senior executive leaders pause, your client’s legal department calls you before they call the client/leader, and peers seek your counsel.
There’s no slowdown in sight for the digital transformation of our industry. Public relations professionals must start embracing technology. Companies have to start embracing technology to stay connected to their target customers.
Another common theme was the importance of risk-taking in this business and the industry as a whole. Great talent is everything. When you have great talent you can take more risks, like setting up a pop-up PR shop in a new city just to test your model and grow your company. It’s so important to invest in and shape talent.
From Sarah Fracek:
One thing I noticed is how marketing and public relations are becoming more integrated. Marketers tend to come out of the business schools and PR professionals are catching up. Now more than ever, PR has to be part of the business plan. And as professionals, we have to become more business savvy.
That’s another takeaway. We need to stop referring to ourselves as “practitioners.” We’re not practicing anything here. We’re experienced business executives who happen to specialize in communications / PR / marketing. We know the business. We’re connected to the business. Because of that, we’re able to consult on the best strategies in our field to generate business results.
A shift from crisis communications to risk management. There was an entire track focused on crisis communication – that’s where our presentation, “Strategic Communications: An Essential Risk Management Tool,” fit. The positive thing here is that there’s more emphasis now on proactively mitigating risk to your brand so that if and when a crisis strikes, a business can weather the storm and the crisis communications needs are not as heavy of a lift.