What’s in a virtual conference? That which we call an event by any other name would smell as sweet…

Not all conferences are created equally. The great equalizer of 2020 has been the rise of the ever-present virtual conference. In a sea of accidentally muted mics and inescapable technical issues, The Public Relations Society of America has set itself apart with an excellent conference this year. While we all would have preferred meeting in person in Nashville, the quality of this digital event helped soften the blow of having to stay home.

This four-day event, featuring dozens of speakers from all over the world, was an excellent representation of the leadership through change that the PR industry often preaches.

One of the major highlights of this event was the presentation of the Silver Anvil Awards. Often touted as the “Oscars of the PR Industry,” these prestigious awards showcase the best campaigns of the year throughout the nation. This year’s awardee, Turner PR, truly earned the honor with their campaign that invited all of Houston to celebrate the 50^th anniversary of the moon landing. Their engaging acceptance video was an inspiration to everyone working in the creative aspects of PR, as was their creative event planning and execution!

Among the keynotes and breakout sessions, one particularly stood out to me. Led by PR guru, Michael Smart, “What Burnout?” was a refreshing reminder of what it’s like to work in this industry and how we, as PR pros, can protect ourselves from the constant threat of burnout – especially in the wake of 2020 nonsense. With tips on how to better manage communications with clients and how to maximize time management internally, Michael’s session was both informative and inspiring.

Aside from all the helpful content, the PRSA team planned quite a few fun ways to unwind after each day of sessions. My personal favorite? Line dancing. After attending countless Zoom happy hours over the past few months, this one event showed me how much more fun an event can be with a little creativity and a lot of good music.

My key takeaway from this conference was that just because they feel obligatory this year, virtual events don’t have to be boring. With a little bit of creativity, a lot of planning and talent, and an ongoing commitment to excellence in any circumstance, even the worst of situations can be made into an opportunity for growth and connection.

After all, isn’t that what PR is all about?