Fearless Futures

The theme for the 2014 PRSA International Conference in Washington, D.C. was “Leading The Way: A Fearless Future for PR," though it could have been subtitled “To Boldly Go Where No One Has Gone Before.” Changes in communication technology continue to hurtle the field of public relations into new dimensions at lightning speed.

The annual conference is held in tandem with the Public Relations Student Society of America, so students from the University of Oregon chapter of PRSSA were in attendance for sessions at their hotel, The Omni, and for the keynote presentations at the 2014 PRSA International Conference at the adjacent Marriott Wardman Park.

For me, the conference began just as I arrived at the Marriott, joining my colleagues from other chapters in the PRSA North Pacific District for dinner at a nearby eatery on trendy Connecticut Avenue. Many of us would rise early the next morning for the PRSA Leadership Assembly, which promised to be livelier than usual this year.

The PRSA Leadership Assembly is both a deliberative body with governance responsibilities, including the election of PRSA directors and officers, and the ability to amend bylaws, endorse chapter dissolutions and approve the Society’s dues structure. Chapters, districts and sections all send representatives to the annual meeting.

This assembly included a bylaw amendment to designate two board slots as non-accredited positions, rather controversial because of ongoing efforts to promote the Accredited in Public Relations (APR) designation, and a floor challenge from a candidate vying with the nominee recommended by the PRSA National Nominating Committee.

Following comments from some delegates in attendance, the bylaw amendment passed convincingly. Later, the candidates competing for Chair and CEO of the PRSA had their opportunity to make their pitch to delegates. Both candidates were polite and deferential to one another -- not always the case at these elections in years past.

The conference traditionally has stellar keynoters: “Good Morning America” news anchor Amy Robach; author Walter Isaacson; magazine editor Polly LaBarre; and “Meet the Press” moderator Chuck Todd. As an aside, the late Tim Russert, a former “Meet the Press” moderator, was a keynoter at the 2007 conference in Philadelphia

Robach related her story about the importance of mammograms and learning of her own breast cancer, and the support she received after her diagnosis. During the Q & A session, a student asked: “What’s the one key ingredient for success?” Not surprisingly, she replied: “Hard work. Show up. Be the first to arrive and the last to leave.”

Isaacson, a former chairman and CEO of CNN and Managing Editor of Time Magazine, has penned biographies of Steve Jobs, Benjamin Franklin, Albert Einstein and Henry Kissinger. He emphasized that most innovations are the result of working together collaboratively on a team. “You know this; this is what you do every day.”

LaBarre, editor at MIX magazine, says it’s “not about old media or new media but about filling the space between you and your audience.” She advised engaging others in seeking innovation: “Invite a weirdo to lunch.” I like the sound of that; perhaps I’ll start receiving more luncheon invitations from my colleagues.

Todd recently assumed the reins of “Meet the Press,” the longest running show in the history of television. Despite being an election year, he says, many politicians don’t practice the art of politics, and we have “a system where gridlock is the easiest way.” Unfortunately, he says, “pragmatism and compromise are seen as vices, not virtues.”

Breakout sessions ranged from tools and techniques to strategy and measurement. 2014 Chair Joe Cohen, APR, summed up the focus of the conference, saying that “in today’s media environment, constant change is the norm, and public relations professionals must work harder than ever to stay at the top of their game.”