Takeaways from PRSA ICON 2026: Put people first and be bold
Put people first. Stand out rather than stand still. Make your work visible. These ideas connected the keynote sessions at PRSA ICON 2026, and they offer practical starting points for communicators who couldn’t attend.
The conference kicked off on Sunday afternoon with keynote speaker Tyler Gillum, head baseball coach at the Savannah Bananas, one of America’s most innovative and successful sports teams, who shared leadership and community building lessons.
“Bet on yourself,” said Gillum, who took chances that others questioned, but honored his priorities to learn, grow and network.
He encouraged PRSA professionals to go above and beyond, especially for the fans: Do for one what you wish you could do for many. Those interactions add up to extraordinary experiences and lifelong fans.
At the Savannah Bananas, Gillum and his team incorporate several new ideas at every game. While some ideas work better than others, he said you’ve got to keep trying new things. He’d rather stand out than stand still.
Learn more about Gillum and the Savannah Bananas in these articles:
At PRSA ICON 2026, Tyler Gillum Shares the Savannah Bananas’ Playbook for Putting People First
PRSA ICON Q&A: Tyler Gillum on Putting Fans First and Making Room for Big Ideas
Gillum’s call to stand out carried into Monday morning’s keynote from New York Times bestselling author Sally Hogshead: It’s good to be better, but it’s better to be different.
Chief executive officer of How to Fascinate and former advertising executive, Hogshead said when promoting a product or service, you need to start with what makes you different, why it matters and to whom it matters. She inspired the audience to be courageous.
“Better may win the assignment, but different wins the game,” she said.
These two post-conference articles share more about her message—and her adventurous spirit:
At PRSA ICON 2026, Sally Hogshead Makes the Case for Standing Out
PRSA ICON Q&A: Sally Hogshead on Confidence, Credibility and Standing Out
The conference concluded with an address by three-time Emmy Award winner Gaby Natale, who encouraged attendees to embrace their uniqueness and use it to their advantage.
Natale noted to break barriers, you must follow a framework of three core elements: excellence, consistency and visibility. When any single element is missing, breakdowns occur.
“You can do excellent work consistently, but if you’re lacking visibility, no one will know who you are and what you can do,” she said.
Next, she encouraged attendees to redefine what is possible. What are the stories and opportunities you are uniquely qualified to identify? What white spaces in your industry can you fill?
Learn more about Natale and her pioneer spirit in these recaps:
For communicators, these messages raise three useful questions: Where can we make one person’s experience extraordinary? What makes our organization meaningfully different to the people we want to reach? How can we make excellent, consistent work more visible?
PRSA ICON 2026 in Orlando, Fla., was a great mix of professional development and networking—and even a little Disney magic. If you’re looking to invest in yourself and your career, mark your calendars now and plan to attend ICON 2027, October 24-26 in Chicago.
