Oasis in the Desert

 

PRSA Counselors Academy 2024 Section Conference

Oasis in the Desert
Refreshing Your Agency in 2024 and Beyond 

April 9-11, 2024 | Palm Springs, Calif.

Conference Info

The PRSA Counselors Academy Conference will be held on April 9-11, 2024, at the Margaritaville Resort in Palm Springs, Calif.

Presented by the PRSA Counselors Academy Section, the annual conference brings together PR Agency owners and executives to address the evolving changes in the public relations landscape.

The 2024 conference will be particularly relevant to the nation’s communicators with the opportunity to gather, reconnect, and seek timely strategies, resources, and diverse perspectives to thrive and excel in the industry.

Join us to Refresh your Agency in 2024 and Beyond!

Register Now!

Take advantage of our Early Saver Rate.

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Featured Keynote Speakers:


becky-vollmer-author-photo

You Are Not Stuck:
Prioritizing Personal Agency, Alignment, and Well-being

Do you ever feel stuck – at work, in relationships, or in your personal habits? If so, you’re in terrific company: Research shows “stuck” is a universal sensation, and does not discriminate by gender, age, or accomplishments. Worse, it leads to stress, anxiety, overwhelm, burnout, loneliness, and unhealthy behaviors to cope.

Our keynote speaker Becky Vollmer is an empowerment expert who helps leaders make sense of their own wants, needs, values, priorities, and fears to create the kind of change that leads to true alignment and deep inner contentment.

Her motto: We all have choices in life, we just have to be brave enough to make them.

Full Bio

Becky Vollmer is a writer, longtime yoga teacher, and the creator of You Are Not Stuck, a movement that empowers people to pursue the lives they most deeply desire. A former newspaper journalist and agency PR pro turned corporate dropout, Becky now helps individuals, businesses, nonprofit, and academic institutions create a whole-person culture that prioritizes empowerment and wellbeing.

She is the author of You Are Not Stuck: How Soul-Guided Choices Transform Fear into Freedom (St. Martin’s Press, 2023) and guide of a global social media community that is several hundred thousand strong. Becky is also a leading voice in the sobriety and recovery space.


headshot of Lauren Bruggemans

Centering Community:
Case Studies & Stories from Greater Palm Springs

Keynote speaker Lauren Bruggemans is Director of Sustainability & Community Engagement for Visit Greater Palm Springs and winner of a United Nations World Tourism Organization award for innovation for a school and eco-resort in Eastern Indonesia. She will share case studies and best practices on the ways Visit Greater Palm Springs has embedded the principles of diversity, equity, inclusion, and community engagement in their systems & processes in service of their mission to promote their region to the world.

Full Bio

Lauren Bruggemans is the Director of Sustainability & Community Engagement at Visit Greater Palm Springs, where she leads their sustainability, DEI, and workforce development initiatives. Lauren has 16+ years of hospitality and management experience, starting her career in hospitality operations managing teams across multiple divisions. In 2015, she become the Executive Director of the Sumba Hospitality Foundation, a social enterprise and workforce development program in Eastern Indonesia that won an award for Innovation from the UN World Tourism Organization in 2017. Lauren and her team built a school for underprivileged young people providing a comprehensive hospitality & sustainability focused educational program, while also managing an on-site eco-resort that allowed students to practically apply their knowledge.

After her time in Indonesia, Lauren continued working in the hospitality education and social impact sectors as the founding CEO of We are One United, a community development organization in Palm Springs, and as an adjunct faculty member at California State University, San Bernardino. Lauren has a master’s degree in Social Business & Entrepreneurship from the London School of Economics (LSE) and earned her Bachelor of Arts in International Politics at the University of California, San Diego. She is passionate about responsible & sustainable hospitality and tourism; empowering young people through work-based learning opportunities; and fostering diversity, equity, and inclusion in organizations.


Councilmember-Garner-Headshot

Fireside Chat:
Palm Springs Council member Grace Elena Garner

Lauren Bruggemans, Director of Sustainability & Community Engagement for Visit Greater Palm Springs, will hold a fireside chat with The Honorable Grace Elena Garner, the first Latina to serve as Mayor of Palm Springs in 2023. Lauren and former Mayor (now Palm Springs Council member) Garner will discuss leadership lessons and the synergies in their work to amplify the voices of underserved communities during her tenure.

Full Bio

Councilmember Grace Elena Garner is a second-generation Palm Springs resident who was first elected in November 2019 to represent District 1. In 2022, she was re-elected and became the first Latina Mayor of Palm Springs.

A former member of the Palm Springs Planning Commission and the City Council-appointed California Voting Rights Act (CVRA) Working Group, Garner is also the first Latina woman elected to serve on the City Council and is passionate about promoting more inclusion and diversity in the City of Palm Springs.

Garner serves on the boards of Desert Regional Medical Center and the California State University of California San Bernardino Philanthropy Board.

Garner attended Palm Springs public schools and grew up playing in city parks and using local services like the Palm Springs Public Library. She has a B.A. from Pitzer College in Political Studies and Gender/Feminist Studies and a J.D. from California Western School of Law. She spends her time volunteering and participating in a host of community activities.


headshot of Topsie Vandenbosch

Master Your Leadership Transition: Release Control & Trust Your Legacy

What's keeping you from taking the next step? Fear and mistrust are two common reasons that CEOs put off making decisions on the future of their agencies, particularly when it involves a leadership change.

Full Bio

Keynote speaker Topsie Vandenbosch, a mindset and emotional intelligence coach for CEOs, will share how CEOs and owners are unintentionally shortchanging their agency’s growth by not fully releasing control to their second-in-command leaders and VPs, and constantly living in fear that it's a matter of time before their reputation is tarnished.

She will share practical strategies for leaders to trust in the hard work and legacy of their accomplishments, release control and allow their successors to confidently build upon their agency’s strong foundation and unique imprint of culture, clientele, and innovation.


headshot of Tony Elkins

Working (and living) in a “Post-Real” Media Landscape

Generative artificial intelligence (AI) tools have exploded in popularity and use over the last year. In this keynote, we’ll explore what the rise of AI means for PR and media professionals and the ethical ramifications that may happen when you can’t trust what you read, see or hear.

Poynter Institute Faculty member Tony Elkins will join 2024 Conference Co-Chair Missy Hurley, APR for a fireside chat about AI’s impact on how we consume information, focused on what it means for our agencies, our clients and teams. This can’t-miss conversation closes out the 2024 conference and includes practical applications that agency leaders can immediately apply to their businesses.

Full Bio

Tony Elkins is a faculty member at The Poynter Institute. His teaching portfolio includes the Leadership Academy for Diversity in Media, a transformative leadership program that trains BIPOC journalists working in digital media to thrive professionally and personally, and Essential Skills for Rising Newsroom Leaders, an intensive workshop that focuses on critical skills new managers need on their paths to leadership in journalism, media and technology

Prior to joining Poynter, Elkins was a Product Director for Gannett media and marketing company and previously served as Senior Director of Innovation where he led designers, developers and product managers working on new storytelling formats, long-range strategy and building new systems and workflows. His team was awarded multiple rounds of funding from the Google News Initiative Innovation Challenge to explore new technology and build new tools focused on underrepresented audiences, diversity and accessibility.

Before founding his innovation team, Elkins was a managing editor at the Sarasota Herald-Tribune where he focused on project management for the paper’s Pulitzer-winning investigative team and other long-form storytelling projects.  

He is also a co-founder of the News Product Alliance, a non-profit organization dedicated to building a community of support and practice for news product practitioners.

A sneak preview of our amazing content lineup:

  • 20+ workshops on succession planning, AI, new business development, firm management, budgeting, legal/contracts, client engagement, Gen Z employees, hybrid workforces and other issues that you're facing every day.
  • Receptions, dinners, Dine-Arounds with the Executive Committee and the all-new Counselors Night Out in the Community to get to know agency leaders who are facing similar challenges and opportunities.

Register Now!

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Sponsorship Opportunities

Download the Prospectus

 

Contact

Jayson Goldberg
Director of Sales & Brand Partnerships
James G. Elliott Company
j.goldberg@jgeco.com
(917) 421-9070

Mike Runkle
Manager, Chicago Office
James G. Elliott Company
m.runkle@jgeco.com
(312) 348-1210

Nicole Morgan, APR,
Counselors Academy 2024 Sponsorship Chair
nicole@resolutepr.com
(918) 212-9914


Download Roster

(Registered attendees only.)

 

Schedule at a Glance

TUESDAY, APRIL 9

12pm - 4pm
Pre-Conference Sessions
optional cost and registration 

12pm – 4pm
Counselors 101: 
by Darryl Salerno, Ken Jacobs, Molly Eyerman, Sharon Toerek 
Sponsored by Jacobs Consulting & Executive Coaching, Second Quadrant Solutions, Toerek Law and VIVO Growth Partners.

12pm – 1:45pm 
Counselors 202: Top Legal Action Items to Reduce Risk and Enhance the Value of PR Firms in 2024
by Michael Lasky and Samantha Rothaus 
Sponsored by Davis+Gilbert

2pm – 4pm
Counselors 202: How to Build a Stronger, Efficient Digital Marketing Department
by Kristelle Siarza Moon, APR
Sponsored by HeyOrca

5pm-6pm
Newcomers Reception
for first-time conference attendees

6pm - 7:30pm
Opening Reception
the kickoff of the conference

7:45pm - 9:15pm
Dine Arounds
small group dinners organized by the Executive Committee;
at your own expense
 

WEDNESDAY, APRIL 10 

Breakfast

8:45am
Conference Begins 

All Day
Keynotes, Lunch, Breakout Sessions, General Session and More 

6:00pm
Pre-Dinner Reception
watch for some surprises here 

7:15pm - 9:00pm
Dinner
plus the Counselors Give Back announcement

 

 

THURSDAY, APRIL 11 

Breakfast

9:00am
Conference Begins 

All Day
Breakouts, Keynotes, General Sessions and the 2025 Preview 

5:00pm
Conference Ends 

6:00pm
DIY Dinearounds
with suggestions for places you might choose to go

8:00pm
Counselors Night Out in the Community
a new feature this year, stay tuned for more on this event

Note: While all timing is subject to change until the final schedule is confirmed, the general timeframes above are set and can be used for your planning purposes in making your plans to attend the 2024 conference.

Stay tuned for updates and reach out with questions. 

Full Schedule

Registration Info

Registration Info

Membership TypeBy 2/23After 2/23
Section Member$1,495.00$1,695.00
PRSA Member$1,695.00$1,895.00
Non-Member$1,895.00$2,095.00

Hotel Info

Margaritaville Hotel exterior


Hotel Accommodations:

Use this link for accommodations at Margaritaville Resort Palm Springs at a special conference rate. Rooms are guaranteed on a first-come, first-served basis, based on availability. You are responsible for arranging your own hotel accommodations.

Should you need a reservation and the conference hotel is sold out over your requested dates, here are some local recommendations for alternative accommodations.

More Hotels


Triada Palm Springs, Autograph Collection (Marriott)

4-star
640 N Indian Canyon Dr.
Palm Springs, CA 92262  

Thompson Palm Springs (Hyatt)
4 star
414 N Palm Canyon Dr.
Palm Springs, CA 92262 

Kimpton Rowan Palm Springs (IHG)
4-star
100 W Tahquitz Canyon Way
Palm Springs, CA 92262

Arrive Palm Springs
4-star
1551 N Palm Canyon Dr.
Palm Springs, CA 92262  

Drift Palm Springs
3 star
284 S Indian Canyon Dr.
Palm Springs, CA 92262 

The Palm Springs Hotel
3-star
2135 N Palm Canyon Dr,
Palm Springs, CA 92262

The Twist Palm Springs
3-star
140 W Vía Lola
Palm Springs, CA 92262 

Sponsors

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