PRSA ICON 2025: Beyond the Briefing Room

By Haley Reedy
Speaker: Robyn Patterson, former White House Spokesperson, Biden administration
​At PRSA ICON 2025, I had the opportunity to hear from speakers on topics ranging from nonprofits and AI implementation to agency work. One session that I found extraordinarily insightful was "From the Briefing Room to the Boardroom: Translating Political Messaging Tactics for Corporate PR," led by Robyn Patteson, the former spokesperson for the Biden White House. 

During my time in Washington, D.C., my passion for crisis communication and political PR was reignited, and Patterson’s session was a perfect blend of both.

Adapt a Crisis Mindset Before You’re in One

Patterson reminded me that not all crises have to be life-or-death; they can also be small. A crisis can be difficult to avoid but necessary to prepare for. They may not be "good," but crises help develop the mindset and practices we take into our internships and future work.

I kept asking myself, "What do we need to say and when do we need to say it?"

Responding too quickly without clear messaging can create confusion, but waiting too long can make the public lose trust in you or your brand. Timing, clarity, and strategic thinking are what help navigate any crisis effectively.

We need to prepare for a crisis early. Patterson said we must establish urgency, use it to gain leadership buy-in and leverage that buy-in to sharpen our messaging.

Stick to Your Messaging

Once crisis messaging is set, it’s important we stick to it. Strong message discipline drives effective communication. 

Patterson said to lean into the urgency that we have already established. We need to limit communications that do not move us closer to our key goals or align with our messaging. 

We should be asking ourselves, “How is what I’m doing getting us closer to our goal?”

During this part of the session, Patterson said something that has stuck with me through my courses, my internship interviews and now in my Bateman class. 
She said, “If you have ten messages, you have no messages.” 

This is helpful for those who tend to ramble with messaging or justification for a strategy. Remember that less can be more, and being concise and clear in a crisis situation is vital for recovery. 

Values Matter

Oftentimes, we see politicians change their stances when it suits them best. Patterson reminded us to stick to our messaging during a crisis and avoid flip-flopping. Even when people may not agree with everything you stand for, they can still respect that you have core values.

Attending PRSA ICON 2025 gave me tools I will carry into my career, including crafting and  understanding messages and developing a crisis mindset. The sessions offered insights that will help me grow as a student and prepare for the industry.

If you have the opportunity to attend PRSA ICON 2026, I highly recommend it. I gained professional connections, new friends and knowledge across various areas of focus, all of which have helped me become a well-rounded aspiring PR professional.

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