*PRSSA execs take on ICON 2025.* Pictured from left: Crystal Smith, Samantha Mills, Elena Limonta, Camila Chirino, Emma Golub, Melany Hernandez and Izabela Gonzalez.

As public relations students, we’re often told that the best way to grow in this field is to immerse ourselves in it. That’s exactly what happened when several UF PRSSA executive board members attended ICON 2025 in Washington, D.C. ICON is a national public relations and communications conference where students learn from industry professionals, practice networking and explore emerging trends. We asked UF’s ICON attendees — Elena Limonta, Melany Hernandez, Izabela Gonzalez and Samantha Mills — to share their biggest takeaways. Pull up a chair, grab your favorite snack and enjoy these key lessons told by your PR big sisters. We hope this inspires you to join the next trip.

1. Three Unexpected Lessons from ICON 2025

ICON reminded us that some of the most valuable lessons are the ones you don’t see coming.

Horizontal networking is just as important as vertical networking.
It wasn’t just CEOs and top-level professionals who made an impact. As Elena Limonta, UF PRSSA president, puts it, “I walked away with a new appreciation for horizontal networking,” emphasizing how meaningful it was to connect with fellow students. Izabela Gonzalez, PRSSA vice president of chapter development, also noted, “The Gator Nation really is everywhere,” after meeting UF peers throughout the conference.

AI skills are essential in modern PR.
Artificial intelligence was a major theme at ICON. Melany Hernandez, UF PRSSA vice president of public relations, explained that “mastering AI is more vital than ever” as agencies expect young professionals to embrace new tools. Both Hernandez and Limonta were amazed by the presentations on emerging technologies. Hernandez described one AI toolkit session where the room was “stunned” by the dozens of new apps communicators can use.

Authenticity and curiosity pay off.
Despite all the tech talk, nothing replaces genuine storytelling. Stepping out of your comfort zone was another recurring theme. Limonta shared that “the best growth happens when you step out of your comfort zone.” Samantha Mills, UF PRSSA vice president of membership and finance, added that writer and actress Lauren Graham encouraged everyone to “find joy in the story you’re living right now,” a message that left a strong impression on our group. These moments reinforced the power of being authentic and open to new experiences.

2. How ICON Inspired Our Career Goals

For many of our members, ICON became a turning point in how they envision their professional futures.

For Limonta, talking with top agencies confirmed what she’s always known: “This experience only further confirmed my passion for agency life,” she shared, adding that conversations with powerhouse firms made her excited to pursue agency work after graduation.

Mills, who hopes to work in political communications, said being in D.C. felt transformative. Hearing communications pros discuss government messaging helped her see “how PR intersects with public policy,” inspiring her to pursue “a career that blends advocacy, strategy and storytelling in a high-impact environment.”

Gonzalez echoed this excitement, saying ICON “made me excited to step out into the PR world after graduation,” especially after hearing diverse career journeys. Hernandez added that ICON “reminds me why I love this field,” and that learning about the “world of opportunities that exist” filled her with genuine excitement. For all of us, ICON reinforced our passions and made us proud to be Gators preparing for PR careers.

3. How PRSSA Prepared Us for ICON

UF PRSSA and the College of Journalism and Communications played a huge role in making this experience possible.

Limonta emphasized that the PR department’s scholarship was “the reason many of us, including me, were able to attend.” Hernandez added that UF PRSSA and the department “cover hotel costs and ICON tickets,” and even host prep sessions before the trip to help everyone improve their confidence and ease their nerves. These sessions included resume workshops, guest speakers and networking practice. Mills shared that this consistent skill-building made networking at ICON feel natural.

4. Sessions and Speakers We’re Still Talking About

ICON was packed with impressive sessions, but a few stood out long after the conference ended.

AI-focused talks were a hit among our members. Limonta said these sessions broke down new tools “in a way that felt approachable,” boosting her confidence to try them. Hernandez still remembers the “Ultimate AI Toolkit” session, where professionals gasped as dozens of tools were revealed, a moment that showed just how fast the field is evolving.

Those passionate about sports PR loved hearing from industry experts. Gonzalez appreciated that sports professionals, and even representatives from Zeno Group, stayed late to answer questions. On the political side, Mills highlighted a White House speechwriter’s talk as one of her favorites. The behind-the-scenes insights into crisis communications on a national level were unforgettable.

And of course, the human stories made an impact. Lauren Graham’s keynote (yes, the “Gilmore Girls” actress and author) offered a moment of reflection. Mills said that hearing Graham speak reminded everyone to “be proud of the work that got us here instead of constantly rushing to the next milestone.” The balance of tech, storytelling and heart made these sessions especially meaningful.

5. The Ultimate PR Confidence Booster

ICON was a crash course in confidence.

Limonta described ICON as an event that “involves a lot of conversation,” which helped her practice her elevator pitch and professional presence. Hernandez walked away with over 500 new LinkedIn connections (yes, 500) and said she left ICON “with examples, insights and connections that I can now highlight in my portfolio.”

Beyond the numbers, the confidence boost was real. Mills felt that after the many questions she faced, explaining her experiences in a polished but authentic way became second nature. Gonzalez shared that ICON “improved my networking abilities and connections with both current professionals and future industry peers.” Overall, ICON strengthened how we present ourselves, our stories and our work.

6. The Unexpected Joys of ICON

ICON may be a professional conference, but it was also fun.

Limonta shared that she didn’t expect just “how fun PRSSA friends are.” Traveling together strengthened friendships, and meeting UF students from other chapters reminded us again: the Gator Nation is everywhere.

We also discovered resources we never knew existed. Hernandez highlighted scholarships, free PR software tools like Muck Rack for classes and overall student support systems. It felt like we had an entire safety net behind us.

One of the most comforting takeaways was solidarity. Gonzalez said, “The job market may be rough right now, but… we’re all in this together.” That sense of shared understanding helped ease the nerves we all feel as students entering the industry.

*University of Florida public relations students on ICON 2025 trip.*

7. Our Honest Advice: Just Go. Really.

If you’re even slightly interested in ICON, go for it! The application process is easier than you think.

Limonta encouraged future applicants to “talk with PRSSA members who attended this year” and keep an eye out for scholarship deadlines early in the fall. Hernandez added, “I have never regretted going,” emphasizing that the logistics are manageable and absolutely worth it. Mills advised staying connected with UF PRSSA by attending meetings and watching for updates.

With ICON 2026 taking place in Orlando, Florida, this will be the perfect opportunity for more UF students to attend. Whether you’re interested in sports PR, tech, politics or something in between, ICON can open doors you didn’t even know existed. Take it from us: go, network, learn and have fun! We can’t wait to see more Gators there next year.

Inside ICON 2025: What UF PRSSA Leaders Learned in Washington, D.C.