PRSA ICON 2025 Guide: Sessions, Awards, Speakers, and Where to Stay

The PR industry’s biggest annual gathering is just around the corner. PRSA ICON 2025 takes place October 28–30 at the Washington Hilton in Washington, D.C. Whether you’re a first-time attendee or a seasoned pro, ICON offers a packed agenda of keynotes, workshops, awards, and networking opportunities, all designed to equip communicators with fresh insights and practical strategies.

Business Wire is proud to sponsor and exhibit at ICON 2025, and we look forward to connecting with attendees throughout the week. Here’s a quick guide to making the most of the event. 
 

Quick Facts

Dates & Venue: ICON 2025 | October 28–30, 2025 | Washington Hilton, Washington, D.C.

Registration: Member and nonmember tiers available.

Schedule Overview:

• ICON Products & Exhibit Hall: Open every day  
• Opening General Session: Tuesday afternoon
• Workshop Blocks: Tuesday through Thursday
• Closing General Session: Thursday late morning

Why Attend This Year

This year’s ICON brings together some of the most current and timely voices in communications:

• A D.C.-focused keynote exploring the intersection of politics, media, and public trust.
• Headliner speakers include Emmy Award–winning creator Amy Sherman-Palladino on the craft of storytelling and Johnny C. Taylor Jr., CEO of SHRM, on leadership, culture, and employee communications.

Additionally, ICON 2025 offers breakout sessions Tuesday through Thursday across several focused learning tracks: Data & Measurement, Digital Communications, Emerging Trends & Technology, ESG, Leadership & Management, Marketing Communications, Reputation & Crisis Management, Tools & Techniques, and Wellness. This lets you tailor your experience based on your interests and goals.  

You’ll leave ICON not just inspired by big-name speakers, but with tactical insights. Perfect for applying fresh ideas in Q4 and beyond!  
 

Networking & Reception

Networking is one of the biggest benefits of ICON 2025, with plenty of built-in opportunities to meet peers, vendors, journalists, and industry leaders. From the Opening Reception and daily Exhibit Hall coffee breaks to the Wednesday Networking Luncheon and DEI Celebration, every day offers touchpoints to build new connections.  

Tip: set goals for who you’d like to meet, join conversations at breaks, and follow up quickly after the event to turn introductions into lasting relationships. 

Speakers to Watch

When planning your ICON 2025 agenda, be sure to keep an eye on three high-profile sessions that promise insights and inspiration for communicators at every level.

The Politics & Media Panel brings together national journalists and policymakers to explore the evolving relationship between media, public affairs, and strategic communications. This is a must for anyone navigating the complexities of modern journalism and public affairs.

Storytelling enthusiasts won’t want to miss Amy Sherman-Palladino, who will share the secrets behind her creative process and the craft of narrative, offering lessons that can elevate any brand story.  

And for those focused on leadership and organizational culture, Johnny C. Taylor Jr. will provide actionable strategies for fostering strong internal communications and building a resilient, engaged workforce. 
 

You Won’t Want to Miss This

Business Wire is pleased to host a breakout session at ICON 2025, featuring insights from industry leaders. Together, they’ll share practical strategies for navigating the intersection of AI, GEO, and brand reputation.

The Visibility Engine: Building Brand Reputation in the Age of GEO and AI 

Wednesday, Oct. 29 | 4:15–5:15 p.m.

• Michael Brito, Global Head of Data + Intelligence, Zeno Group
• Jacqueline Jakovac, SVP, Digital Strategy & Platforms, Citi

Generative AI and large language models (LLMs) are transforming how people discover, consume, and share news. Press releases are now being reinterpreted by AI engines, which can influence not just visibility but also tone, sentiment, and context. That means every time an AI platform surfaces your news, it’s actively shaping your reputation.

In this session, you’ll gain a roadmap for thriving in this new landscape where Generative Engine Optimization (GEO) is as essential as SEO. Michael and Jacqueline will break down the mechanics of how AI engines parse and present brand content, and what it takes to build both visibility and credibility in AI-driven environments. 

You’ll learn how to:

• Understand the rise of LLMs and GEO and their implications for discoverability and reputation.
• Optimize press releases and digital content for AI-driven search and generative visibility.
• Modernize content formats to capture attention and expand audience reach.
• Develop a dual strategy for owned and earned media to build authority and trust signals.
• Measure discoverability, track sentiment framing, and identify both visibility and reputation gaps.

If you’re attending ICON, be sure to add this session to your schedule!  
 

Visit Business Wire at Booth 227

In addition to our breakout session, Business Wire will be on-site at Booth 227 throughout ICON 2025. Stop by to see how we help PR professionals amplify visibility across media, search, and AI-driven platforms. Our team will be sharing insights on press release optimization and practical tips to maximize discovery and engagement.

Meet the Team: Feel free to connect and shoot them a message if you’d like to meet at ICON!  

• Jessica Anderson, Head of East, Sales
• Janice Essick, Customer Success Account Manager
• Millicent Hasandras, Agency Relationship Manager
• Shawn Lively, Business Development Account Manager
• Travis Jones, Digital Marketing Manager
• Jerry Touslee, Head of Marketing

Attendees can have free professional headshots taken by our on-site photographer, Damon Bowe, ideal for LinkedIn profiles, media kits, or internal communications. Stop by Booth 227 on Tuesday to sign up for your free head shot on Wednesday from 10am to 2pm! 
 

Make the Most of ICON

ICON 2025 is packed with sessions, networking opportunities, and professional development moments, so plan ahead to help you get the most value out of the event.

• Build a personal agenda: Review the workshop blocks and key sessions to create a schedule that aligns with your professional goals and interests.
• Maximize networking opportunities: Use breaks, receptions, and luncheons to connect with peers, journalists, vendors, and solution providers. Prepare a few conversation starters or questions in advance to make these interactions more meaningful.
• Bring the right tools: Pack a notebook or tablet for notetaking, business cards for networking, and a portable charger to keep devices powered throughout the day. Download the conference app ahead of time for maps, session schedules, and alerts.
• Take advantage of prep and follow-up: Block time to debrief with your team after each day so you can capture key insights.  
• Dress for success: Business casual is generally recommended, but consider comfortable shoes for walking between sessions, especially if exploring the city or nearby networking events.
• Be proactive in learning: Ask questions during Q&A sessions, participate in interactive workshops, and seek out experts in areas you want to develop. ICON is an opportunity to deepen both strategic knowledge and practical skills.
• Balance learning and connection: Plan breaks to recharge, whether it’s stepping outside for fresh air or grabbing a coffee, so you can stay focused, engaged, and energized throughout the conference. 

ICON 2025 is more than a conference. It’s where the communications industry sets the tone for the year ahead. From emerging AI trends to timeless storytelling skills, this year’s program offers valuable takeaways for every PR professional.

Visit Business Wire at Booth 227 and join our session on Oct. 29! See you in D.C.!