PRSA Midwest District Conference: A valuable, energizing experience

By Shari Gasper, APR, Communications Committee Chair

Attending the PRSA Midwest District Conference (June 25-27) reinvigorated the PRSA Madison members who made the trip to Milwaukee. From a warm welcome aboard an Edelweiss Happy Hour Cruise through Lake Michigan’s inner harbor to a special proclamation by Milwaukee Mayor Cavalier Johnson—declaring June 26, 2025, as PRSA Day—the conference was both informative and inspiring.

The event featured two powerful keynotes and more than 20 sessions, leaving attendees with actionable insights, fresh perspectives and renewed energy for the work ahead.

Top takeaways included:

  • Challenge assumptions to build resilience. Asking “what if?” prepares us for change and disruption. (Stephen Dupont, MSc, APR, Fellow PRSA)

  • Gen Z has officially overtaken baby boomers in the workforce. This shift has major implications for internal and external communications. (Marlaina Quintana and Matthew Hogan, Hoffman York)

  • Make time to listen—before a crisis hits. Active listening builds trust and strengthens your crisis response. (Dan Farkas, Ohio University)

  • Accessibility matters on Instagram. Use captions, large fonts and hashtags to broaden your reach. (Andrea Subitoni Antonio, Metropolitan Community College – Omaha)

  • Lean into what matters. Applying LEAN principles can help reduce waste and free up time for high-impact work. (Angela Brumm, APR, Exact Sciences)

  • Earned media drives trust. Consumers trust earned media 92% more than ads—so use it strategically. (Callie Murphy and Annie Holschuh, BVK)

  • Relationships drive success. Communications teams are crucial in shaping project vision, and strong relationships—not transactions—are the key to progress. (Laura Glawe, APR; Cydney Key; Jeremy Podolski; Tammy Belton-Davis, APR; and Mary Reinke)

The sessions were enlightening, and the networking was invaluable. If you’re looking for inspiration, strategy and connection in your professional journey, the PRSA Midwest District Conference should be on your radar for next year.

PRSA Madison