This week, American University’s chapter of the Public Relations Student Society of America (PRSSA) is taking the national stage. In partnership with Howard University and the University of Maryland, AU PRSSA will co-host ICON 2025, the national PRSSA conference, held at the Washington Hilton from October 27-30, 2025. The event will bring together hundreds of public relations students, educators, and professionals for a week dedicated to learning, networking, and exploring the future of the industry.  

Hosting ICON is a rare and competitive honor. This marks the third time AU PRSSA has earned the opportunity, following conferences in 2010 and 2014. The recognition underscores the chapter’s long-standing reputation for professionalism, leadership, and collaboration within the national PRSSA network.  

Planning a national conference takes nearly two years and offers students an inside look at the fast-paced realities of public relations. For AU PRSSA faculty sponsor and School of Communication professor Gemma Puglisi, that process is just as valuable as the event itself. “I notice how confident they become just by interacting with other students, alums, and experts in the field,” she said. “They exude passion for the profession and a desire to succeed and learn.” 

ICON 2025 will feature a range of sessions on topics spanning crisis communication, entertainment PR, nonprofit work, technology, and artificial intelligence. These are designed to help students strengthen essential communication skills and gain exposure to emerging trends that shape the field.  

For Braden Miller, AU PRSSA’s director of social media, the true value of ICON lies in the opportunities for professional growth it offers. He said the “workshops, panels, and networking events give students the chance to ask questions, learn from industry leaders, and explore different areas of public relations. These experiences help them discover what skills they want to develop and what direction they want to take in their future careers.” 

Beyond skill-building, the conference offers students a chance to form lasting relationships with peers and PR professionals. Many AU alumni will return to DC to share their experiences and mentor current students, strengthening the bridge between AU PRSSA and the broader public relations community. “This gives students an opportunity to develop relationships with these alums as well as industry insiders,” Puglisi said. “In a tough job market, having that connection helps tremendously.” 

For Miller and his peers, ICON 2025 also represents a chance to expand their networks far beyond AU’s campus. “You get to meet people from all around the world, connect with leaders who may hire you in the future, and even form friendships with students from across the country,” he said. 

As AU PRSSA helps welcome the next generation of communicators to DC, ICON 2025 stands as more than a conference, it’s a celebration of collaboration, confidence, and connection – a powerful reminder of how experiential learning prepares students to lead in the professional world.