I attended the PRSA Colorado and PRSA Pikes Peak joint professional development summit in Denver in October and came away with ideas I can apply to my client assignments, new tools to try out and share with my team members, and fresh perspectives on the work we do. I also left completely inspired, which – to me – is the #1 sign of a successful professional development event.
Here are some takeaways from a few sessions I attended.
Disrupted or Dominant? The PR Pro’s Playbook for Thriving with AI
Presented by Dr. Eric Goodman, Innovate AI Systems
Now that AI is here – and here to stay – Dr. Eric Goodman kicked off the Joint Summit with two scenarios: becoming obsolete by avoiding AI or adapting to it. He shared AI applications PR pros can use to their advantage, like Gamma (good for presentation building), Perplexity (for research), and PressRanger (it can write a press release and pull contacts that align). Dr. Goodman also shared his perspective around the most efficient use of AI in everyday workflows. He likes the 10-80-10 method: 10% human ideation, 80% AI and 10% human review. This ensures your final product represents a human edge that leads with creativity, authenticity and empathy.
It’s Not About You: Rewiring Your Strategy with an Audience-First Mindset
Presented by Michelle Baum, The Nova Method
Co-founder and COO of The Nova Method, Michelle Baum shared insights into how to keep your audience at the forefront of strategic ideation and planning. Her presentation included a step-by-step approach to this mindset, beginning with 1) audience mapping to understand who they are and what they care about, followed by 2) competitive mapping to identify how other brands are communicating in the industry, and finally, 3) message orchestration that focuses on aligning brand messaging with audience needs while differentiating from competitors.
Baum also emphasized the importance of asking clients deeper, more strategic questions about their businesses. By better understanding their goals, challenges and internal dynamics, PR pros can tailor effective strategies that resonate with – and activate – both stakeholders and target audiences.
Communicating to Connect
Presented by Susan M. Pahlau, Assistant Professor of Communication at Colorado Christian University
To close out the day, Assistant Professor of Communication at Colorado Christian University Susan M. Pahlau offered strategies for communicating effectively during a presentation and shared three essential components of impactful speaking: clarity, authenticity and connection.
Being a strong speaker starts with being a strong communicator. Making each audience member feel like they’re being spoken to directly is the goal. Pahlau highlighted the power of eye contact and the importance of sharing personal stories to create a sense of relatability and keep the audience engaged.
Pahlau also outlined four key elements that help deepen connection with an audience: love, passion, common ground and humor. By keeping your message heartfelt and genuine, infused with enthusiasm and grounded in shared experiences, speakers can foster trust and encourage the audience to fully embrace their intended message.
