This year’s PRSA ICON conference in Anaheim, California, offered invaluable insights into today’s evolving public relations landscape. Communications leaders from across the country shared expertise on topics ranging from artificial intelligence and reputation management, to earned media strategies, storytelling and more. The annual conference equips practitioners with the latest trends, insights and tools to enhance their leadership, collaboration and communication skills. Here are my top takeaways from the event.
The Power of Storytelling: Insights from Gio Benitez
Gio Benitez, co-anchor of Good Morning America Saturday and Sunday, kicked off PRSA ICON 2024 by sharing valuable techniques for pitching stories that resonate with national broadcast producers and anchors. He highlighted outreach essentials like crafting compelling pitch subject lines, personalizing notes and including story timeliness and visual offerings.
Benitez’s advice underscored the critical role of relationship building in PR. Connecting with producers and aligning with their interests increases the likelihood of securing coverage. He also shared behind-the-scenes anecdotes, offering a rare glimpse into how national newsrooms prioritize stories and decide what makes it to air.
How to Build a Winning Pitch to Get Your Clients on National TV
Founder and CEO of Leverage with Media PR, Lauren Cobello, shared actionable insights on securing national broadcast segments for clients. Her presentation offered a step-by-step approach, covering everything from crafting attention-grabbing pitches to preparing clients for on-set success.
National television isn’t just about visibility; it’s a credibility booster. A single segment can introduce your client to millions of viewers, with additional reach through the network’s social media channels. Beyond audience exposure, national TV coverage offers tangible conversion potential if leveraged correctly and can lead to new business opportunities, industry recognition and a stronger competitive edge for your client.
Cobello emphasized relationship-building, persistent but patient follow-ups and understanding producers’ workflows to improve the odds of success. The true value in broadcast coverage lies in post-segment amplification to drive sales, grow audiences and secure future media opportunities.
AI’s Promise and Pitfalls in PR
Artificial intelligence is reshaping the PR industry, offering exciting opportunities while introducing new challenges. At this year’s conference, industry leaders highlighted how AI tools like ChatGPT, MuckRack and BuzzSumo are helping PR professionals work smarter and faster. From media monitoring and sentiment analysis to crafting initial drafts of personalized pitches and identifying key influencers, AI enables practitioners to optimize their communication strategies and boost efficiency.
However, alongside these opportunities comes the need for caution. The rise of deceptive media—misinformation, disinformation and deep fakes—complicates the communications landscape. Misinformation involves unintentionally misleading content, while disinformation refers to deliberately false narratives designed to deceive. Deep fakes, manipulated videos or images that distort reality also pose a threat to public trust. PR professionals must prioritize authenticity and transparency to build and maintain stakeholder relationships rooted in trust, and to ensure that their messages cut through the noise of any false narratives.
PR practitioners need to approach AI with both enthusiasm and vigilance. While AI can help boost work productivity and creativity, it’s crucial to ensure information shared is original, accurate and credible. By staying ahead of these challenges, communicators can harness the power of AI responsibly while safeguarding their clients’ reputations in an increasingly complex media environment.
