Communications is about influence: 10 takeaways from our 10th anniversary PRSA Connect Conference

Following a packed two days at #PRSAConnect, the industry’s premier conference for Employee Communicators, one thing is clear: we’re still having a moment.

Covid-19, if nothing else, put a spotlight on internal communications brighter than ever before. Our “seat at the table” became more like a backpack: suddenly communicators everywhere were attached to their leaders 24/7, supporting them and influencing their messaging around the clock. It was coined “THE moment for internal communicators.”

I’d argue it's still our moment.

Perhaps what’s changed since 2020 is an even more intense need to cultivate relationships, add value, and influence leaders, employees, shareholders, and even customers (since most internal communications have become “mixternal”).

The blurred lines of communications have gotten even more blurry, and today we’re called upon to do far more than write communications and "just make my PowerPoint deck pretty." In front of us is a massive opportunity to help our organizations thrive and I wouldn’t have it any other way.

PRSA Connect brought nearly 200 communicators together to discuss these opportunities, responsibilities, challenges, trends, and more – under the umbrella of “Mixternal Communications.” I gleaned so much knowledge and inspiration from my peers and wanted to share some of the takeaways here, hoping that you, too, will be inspired to take action – however big or small.

1. Our role is to influence. Clay Scroggins wowed us with his take on leading when you’re not in charge. He seamlessly connected this philosophy to our profession, touting three keys to getting it right: Lead yourself first, choose positivity, and think critically to bring solutions. Now that may sound like a simple framework but trust me, practicing it daily is not. Getting step one right is probably the most challenging and the one people overlook according to Clay. His inspirational stories and examples were so compelling and "now." When we see our role as influencing others, we very quickly jump from the tactical to the strategic – (and then back since we all need to execute!). There were several "mic drop" moments in this talk.

2. We’re setting the [digital] tone and it desperately needs a reset. In today’s digital world, everyone is glued to their devices and communicators seem to grapple with this since many of us feel as though we need to be connected 24/7. The societal acceptance is not going away anytime soon, but, we have an opportunity to reset, according to Amy Blankson . Amy brought compelling research and an approach that had everyone glued (not to their device but to her every word!). Her talk about Digital Wellness as one of the defining issues of the 21st century is hard to summarize but let me say it was commanding yet soft. It's as though she knew we needed a warm hug and a quiet moment to think. Her talk left us pondering the possibilities of our future as communicators and as humans who are addicted to devices raising the next generation of device addicts. Throughout the event, I heard people talking about how to stay focused on the present, yet still be available to their organizations in ways that are more productive and healthy. I welcome this with open arms and hope I can rise to Amy’s challenge. By the way, May 5 is “Digital Wellness Day” – learn more here.

3. Inclusive Communication is something we all need to learn and get right, fast. Advita Patel and Priya Bates, ABC, MC, SCMP, IABC Fellow traveled distances to educate our group about DEI and the importance of inclusive communication. I expected to learn a few things, but I did not expect to completely rearrange my thinking on this topic. Their approach to connect with both our “hearts and minds,” and challenge conventional thinking was remarkable. I walked away with practical and applicable tools that I will bring forward. Luckily everyone will be able to learn from them as their new book "Building a Culture of Inclusivity" hits shelves in just a few weeks.

4. Communicating change is a privilege. Amidst the chaos, we often find ourselves in discussions that are highly sensitive and ones that have the power to actually change people’s lives. Do not take this responsibility lightly and always remember whose on the other side of the conversation. Bree B. and Julie Hall's talk on communicating change resonated because it’s hard, there’s no one-size-fits-all approach, and it’s real. Chances are we’ve all communicated change. It reminded me that we are in a privileged position and have the opportunity to impact a lot of people with our words. Choose them wisely. ?

5. Telling stories remains the strongest connector to our employees, and there’s a formula. Having our conference near the happiest place on earth – Disney – certainly helped inspire the mood. One of Disney’s long-tenured communications leaders, Tom Morrisey, blew everyone away with his talk on storytelling. Fitting that his talk was not a presentation, but rather a collection of stories that had us all on the edge of our seats waiting for the next chapter. Tom’s impressive background supporting the last four Disney presidents, combined with his knowledge of storytelling is not what got me (though I was impressed, to be sure). What truly got me is his love for the written word and his passion to help others. Without going on and on (because as-is this blog is probably too long and non-formulaic), I want to thank Tom for his wisdom and for a signed copy of his book “The Art of the Tale". His talk has left an indelible imprint on me, and a lot of people.

6. Technology remains a hot topic (and a heated debate!). There’s never been a silver bullet approach to reaching your employees and even in 2023, there’s no one perfect channel. Mobile apps, Slack, Teams, email, texts, TikTok and even the often-dreaded Intranet are all going strong and all have merit (depending on who you ask). Many speakers shared success stories and case studies proving that the quality of your content, and knowing your audience, is usually what matters most. Channels are very important (and you should absolutely be keeping pace with technology), but if you don’t have a message that's compelling and targeted for relevancy, you don’t stand a chance. This conversation quickly turned to AI and ChatGPT and it became the focus of our closing panel, which I had the privilege of hosting with Anthony Bolton Rey Bouknight Laura Wentz Erica Goodwin . There’s so much potential and it’s exciting (and of course, a little scary) as we all consider how AI is re-writing our jobs quite literally. The group is embracing AI, as long as there's some governance and it's used to help us become more productive and smarter, quicker. Yes, there are watch-outs, and as with any new technology, tread carefully (and no, I did not use ChatGPT to write this blog but I love the idea from Rey Bouknight ).

7. Comms Tech is getting smarter. Related to point 6, we are seeing incredible advances in employee communication technology, as showcased by our sponsored partners: ContactMonkey , Firstup and theEMPLOYEEapp —all of whom I’ve worked with in my career with success, and innovators Staffbase , PoliteMail Software , and @Accesswire. All are tightly focused on targeting, data, and ROI and gave us a lot to think about. A tip: if you’re not innovating your employee channels you are missing a prime opportunity. The business case is stronger than ever – for those who may need help convincing Legal, HR or IT, reach out to any of these exceptional partners for guidance.

8. There’s a Toolkit for that: The not-so-sexy topic of workforce reductions is something most companies have grappled with, sadly. We were fortunate to have Jennifer Hirsch with sponsor The Grossman Group, provide practical guidance and a Toolkit that’s chock-full of wisdom and experiences to help lead the way. While toolkits sometimes cause the occasional eye-roll, this is ONE area where you must get it right. She reminded us of the power of preparation, words, and empathy.

9. Use the “Emotional Buffalo,” “Taste Test” and “A.I.R.” approaches and you’ll be a stronger communicator. Seasoned CMO, TV show host, and podcaster, Jeanniey Walden , gave us an unfiltered talk on how to get better using some not-so-simple approaches. She shared her “emotional buffalo” approach (which, candidly is too interesting to summarize here) the taste test, and A.I.R. – ensuring that messages are Authentic, Inspirational, and Relatable (the last being the most critical in my opinion).

10. Being together in person breeds an energy that cannot be replicated. It’s not surprising, but it still needs to be said: being in person was important for so many reasons. Conferences like this have a multiplier effect and the connections made will last a lifetime. I'm very grateful to have spent time with my people!

Thank you to Public Relations Society of America (PRSA) Michelle Egan, APR, Fellow PRSA , and the Employee Communications Section Board for the opportunity to serve as this year’s Conference Chair - the colleagues above (and those not pictured) are incredible partners. Huge thanks to our dedicated committee of volunteers, Amy Moore , our speakers, sponsors, and all attendees for making the 10th anniversary PRSA Connect memorable: Amy Jenkins Laura Wentz Erica Goodwin Anthony Bolton Becky Graebe Jeff Corbin Karli Massey, APR Chris Sheffield Jason Anthoine Elisabeth Wang Jeneen Garcia John Bomier

Note: Please know ALL of our speakers (whom are not mentioned in this article) were equally as inspiring and deserve kudos!

Also: thanks to our MIXer co-hosts Jason Anthoine Ann Melinger for a great night. Much appreciated!