DC Reality: Talking Politics Makes Us Better Communicators

Panel unpacks what everyone can learn from communications occurring at the speed of politics

NEW YORK, July 30, 2025 - The Public Relations Society of America (PRSA) third keynote session at ICON 2025 will feature a powerhouse panel of Washington insiders and media experts in a provocative discussion titled "DC + Politics = A New Reality for Communications."

This high-profile session, announced today, will take place from 11 a.m. to 12:30 p.m. ET Thursday, Oct. 30. The ICON Conference is expected to draw more than 2,000 communications professionals and students from across the country.

"Some of the best communications innovation, storytelling and breaking through the noise are happening on the campaign trail and those covering it," said Ray Day, APR, 2025 PRSA chair, Stagwell vice chair and Allison Worldwide executive chair. "This must-attend hour with former White House and Capitol Hill communications and news media leaders is a master class in how to navigate complexity, embrace disruption and find new ways to engage with stakeholders."

The keynote panel will feature:

• Brendan Buck, former counselor to House Speaker Paul Ryan and press secretary to House Speaker John Boehner
• Leigh Ann Caldwell, chief Washington correspondent for Puck and former correspondent for The Washington Post and NBC News
• Ben LaBolt, White House communications director for President Biden
• Robyn Patterson, assistant White House press secretary for President Biden
• Ali Vitali, MSNBC anchor and former White House and Capitol Hill reporter

The panelists will provide insights on their careers in politics and media before diving into a fast-paced conversation about how Washington is reshaping communications.

The discussion will include:

• The role of politics in driving innovation in communications
• The evolution of earned media and influencer strategy
• Lessons from the campaign trail on the best storytelling
• The challenges of today's fragmented news media environment
• Predictions for the 2026 midterms and beyond

This keynote joins a stellar ICON 2025 lineup, which also includes:

• Amy Sherman-Palladino, award-winning writer, director and producer, on the art of storytelling
• Johnny C. Taylor, Jr., CEO of SHRM, on leadership in the modern workplace

Registration is now open for ICON 2025.

About ICON
ICON brings together public relations practitioners and communications students from around the world for professional development and networking opportunities. Activities include educational keynotes, panels, breakout sessions; social events; and multiple chances to gain practical and tactical skills, insights and ideas to take home.

About PRSA PRSA is the leading professional organization serving the communications community through a network of more than 400 professional and student chapters in the U.S., Argentina, Colombia, Mexico, Peru and Puerto Rico. Guided by its Code of Ethics, PRSA empowers its members to succeed at every stage of their careers through a wide breadth of premium professional development programs, exclusive networking events and leadership opportunities. Signature events include the Anvil Awards and ICON, the premier annual gathering for communications professionals and students. For more information, visit https://www.prsa.org.

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Media Inquiries and those interested in attending the conference should contact:

PRSA Communications (212) 460-0307 [email protected]