Counselors Academy is a diverse, collaborative, and trusted peer network that enables public relations agency owners and leaders to grow, lead and scale successful businesses.
Counselors Academy Section has been connecting senior public relations agency and leaders for more than 50 years. All of our members are passionate about sharing their insights and experiences while learning from the unique perspectives of their peers.
If you are already a PRSA member and looking to join this Section, please call the Member Services department at (212) 460-1400 or email: membership@prsa.org.
Section Member Resources on MyPRSA
Additional Resources for Nonmembers
Restoring Trust in Business:
Models for Action
The Counselors Academy Guide to Selecting a Public Relations Firm or Consultant
About Us
About Us
Counselors Academy is the PRSA Professional Interest Section focused on the business of agency PR for senior level agency owners and leaders and for senior practitioners who run a solo consultancy. Members have the opportunity to further their professional development and improve their agencies' success within an exclusive, collegial network. Counselors exchange ideas and learn from each other as well as from industry leaders throughout North America and abroad.
Founded in 1960, Counselors Academy was PRSA’s first Professional Interest Section and is dedicated to helping our members succeed through access to collaborative peer relationships, meaningful professional development and education programs, and
information on best practices in public relations counseling. Our members’ exceptional willingness to share advice and information with each other distinguishes Counselors Academy from other associations of public relations counselors.
Trying to grow your agency, build culture, retain clients, and keep your eyes on the horizon for what’s coming next? Explore the best ways to accomplish all that and more in PRSA’s Counselors Academy – the PRSA Section specifically for independent agency leaders. You’ll take away actionable insights, a renewed perspective, and a wider circle of industry contacts to draw on.
- Designed by agency leaders for agency leaders
- Practical and inspirational sessions to drive growth and profitability
- Innovative approaches to increasing your agency’s share of the marketing mix
- Get to know your peers from leading agencies of types and sizes
- Opportunities galore for networking, learning and sharing!
Who Can Join?
- Membership is restricted to those in leadership (principal, officer, senior vice-president, etc.) of a public relations agency/firm; or those who own a solo practice; or those who lead a department or organization rendering public relations services to clients on a fee basis.
- You have filled one of these roles full-time for at least one year and must be providing public relations counsel.
- You must be a current member of the Public Relations Society of America (PRSA) or the Canadian Public Relations Society (CPRS).
- If you are not an Accredited member of PRSA or CPRS, you must have 10 years of experience in our industry with at least one year in senior management. We also require three letters of recommendation as part of the application process for non-Accredited applicants.
How Do I Join?
To start the process please call the Member Services department at (212) 460-1400 or email:
membership@prsa.org.
Events
Upcoming Events
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PRSA 2025 Counselors Academy Spring Conference
Mar 31 – Apr 2, 2025
Charleston, SC
This annual conference brings together PR agency owners and executives to address the evolving changes in the public relations landscape.
From the Chair
From the Chair
Counselors,
I’m honored to serve as your section chair this year and wanted to share a glimpse of what we’ve planned in 2024. The Executive Committee (ExComm) recently returned for our annual in-person planning session in sunny Palm Springs, and we all departed with tremendous enthusiasm about what we’ll experience in April for spring conference.
This year, we welcome three new members to ExComm to include Tammy Belton-Davis from Milwaukee, Wisconsin, Kristelle Siarza, APR, from Albuquerque, New Mexico, and Sharon Wright from Ashburn, Virginia. We look forward to working with Tammy, Kristelle and Sharon to deliver member value in the year ahead.
Your ExComm has started updating our strategic framework in 2024, and we agreed to take on two new initiatives: To elevate and promote our value proposition, and to create a culture of value and belonging (DEI).
In 2024, our value proposition will take center stage: Counselors Academy is a diverse, collaborative, and trusted peer network that enables public relations agency owners and leaders to grow, lead and scale successful businesses.
We remain committed to executing against our strategic framework and delivering enhanced member value. You have our commitment to continue to bring you ongoing programming and an in-person Spring conference that delivers enhanced member value.
Spring conference will commence on Tuesday, April 9, with pre-conference programming at 12 pm PT, and conclude on Thursday, April 11, with a closing night out in the community. We recently posted the conference agenda and encourage you to register and join us in Palm Springs before the early bird rate closes on February 23. Spring in Palm Springs is very popular, so you’ll want to register and secure your travel and accommodations soonest.
Look forward to seeing as many of you as possible in sunny Palm Springs! In the meantime, please engage and share your feedback about how we can make Counselors Academy the preeminent resource for agency leaders and owners.
Please join me in extending a heartfelt thank you to my fellow ExComm members and volunteers who work so hard every year to achieve our collective vision for the section. We accomplish so much together as volunteers and I’m forever grateful. Kudos to all of you for your countless contributions.
Onward!
John Walker
2024 Chair of Counselors Academy
Section Member Benefits
Section Member Benefits
New Members: What's Next?
Congratulations! You’ve just joined a dynamic group of agency leaders. We concentrate on helping each other grow our businesses and advance our own professional skills and leadership abilities. It is a collegial, fast-paced group of PR industry leaders. And it just may become your most important support group, if you’re like most of us.
But like any group, it can be challenging to edge your way into the stream of conversations, learning, discussions and friendships happening within Counselors at any given moment. We designed this web page to give you the running start you need to jump right in.
We know the sooner you become active in Counselors, the more you’ll gain personally and professionally and the more you’ll contribute to making Counselors a success for everyone.
NETWORK
Stay informed of all programs and news, reach out to your Executive Committee and more.
MORE INFO
In order to receive emails from Counselors to stay informed of all programs and news, please update your PRSA profile now and select to receive Membership emails.
Visit this site and subscribe (below) for frequent updates on professional development offerings like webinars, our blog, the opportunity to participate in our Forum and information about our premier event – the annual Spring Conference.
Join our Facebook group. It’s a place to talk and share with Counselors members and prospective members.
Reach out to your Executive Committee members when you have questions or want some help finding your place within Counselors. The ExComm leads, plans and oversees all the events and services of our section. ExComm members are eager to help new members build their network within the section.
The Counselors section on PRSA’s MyCommunity allows you to put out a question to the entire membership and get either public or private replies. You can ask anything – hourly rates in a particular region, recommendations on measurement or other agency tools, legal issues, agency management issues, resource recommendations, etc.
LEARN
In-person conferences, live webinars and social channels offer opportunities to learn industry trends and insights.
MORE INFO
Our Spring Conference is not to be missed. It is what sets Counselors apart as it is specifically designed (by our members) to be the learning and networking experience that arms you with ideas, inspiration and intelligence to grow your business and yourself. It is intensive, fast-paced and dynamic – just like our members. We start sending information out about the conference up to six months in advance so you can make plans to present and/or attend. It is typically scheduled the first Sunday, Monday and Tuesday in May. Because it’s a member-planned event, we encourage you to get involved by volunteering to help plan it – that’s also a great way to get to know fellow Counselors.
Webinars are typically held once a month through most of the year. They are designed to deliver the same high-caliber learning experience we offer at the Spring Conference. They are always free to Counselors members. Past sessions are archived and available 24/7.
We use our social channels and our blog to give members continuing opportunities to discuss the industry, trends and insight. It’s only as strong as the participation from individual members so we encourage you to join in and/or start discussions. It’s our ambition to be among the more high profile and knowledgeable voices within the public relations field.
GIVE BACK
Contribute, volunteer or join a committee.
MORE INFO
Help keep this vibrant section evolving to meet our members’ needs. One key way to do this is to volunteer on a committee. Not only will you learn and contribute to our services to members but it’s the one sure path to leadership within Counselors. Talk with an Exective Committee Member to find out which committees would best fit your interests.
We are the voice for public relations agency leaders. Our members are among the brightest minds and most forward-thinking professionals within our industry. We consider it vital to pass on our knowledge and viewpoints. Want to help? Then contribute content to our social channels, blog and e-newsletter. To find out how, contact our Content or Marketing Chairs on the Executive Committee.
What makes our Spring Conference as good as it is? It’s only as good as our presenters. Present at the annual conference and advance the learning of your fellow members. We need you! The call for presentations comes out about 6 to 7 months before the conference. So start planning what you can share – and then put in your application to present as soon as the call goes out.
It takes a special person to be accepted into Counselors. We find our own members are the best people to identify potential new members. Recruit others you think would make good members – share in enriching and growing Counselors.
What’s the best way to improve Counselors? Offer your ideas and suggestions to Executive Committee members.
Become a Friend of Counselors and your gift of $500 will allow us to conduct year-round learning opportunities and enhance programming at the Spring Conference. Find out more from the Sponsorship Chair on the Executive Committee.
FAQS
Contact information, volunteer info and more.
MORE INFO
Why am I not hearing from the section?
A: You won’t hear from us unless you tell PRSA you’ll accept emails. Log onto your PRSA membership account (MyPRSA) and check the
box to receive emails. If that doesn’t solve your problem, please contact the Membership Chair on ExComm as soon as possible to get further help.
Is there more to Counselors Academy than the Spring Conference?
You bet! And you access most via the website, monthly webinars, updates from our President, our social channels, year-round volunteer opportunities, etc.
How do I volunteer or get more involved ?
The Executive Committee has a number of standing committees and new members are always welcome. They run the gamut from Conference to Membership to Programming to Marketing to Social
to Sponsorship committees. This can be a path toward leadership positions within Counselors. Contact any committee chair or other member of the Executive Committee to learn more.
I need help! How can I get some?
To the rescue… contact a member of the Executive Committee. You may be directed to one of PRSA’s staff members to further assist you.
Executive Committee
Counselors Academy Executive Committee
Your Executive Committee works to establish Counselors Academy as the place for agency leaders to gather and share expertise and grow together. We do this with year-round programming and content development.
Chair
John Walker
Managing Partner
Chirp
Wilmington, NC
Email
Chair-Elect
Natalie Ghidotti
President & CEO
Ghidotti Communications
Little Rock, AR
Email
Immediate Past Chair
Rebecca Holmes
Founding Partner
Kiterocket
Seattle, WA
Email
secretary & treasurer
LaTricia Woods, APR
President
Mahogany Xan Communications
Chandler, AZ
Email
conference chair
Missy Hurley, APR
Principal
B2 Communications
St. Petersburg, FL
Email
conference CO-chair
Kristelle Siarza, APR
Owner/CEO
Siarza
Albuquerque, NM
Email
Membership chair
Hinda Mitchell
President
Inspire PR Group
Columbus, OH
Email
Sponsorship Chair
Nicole Morgan, APR
CEO
Resolute PR
Tulsa, OK
Email
Members At-Large
Ben Finzel
President
RENEWPR
McLean, VA
Email
Dan Farkas
Founder
Dan Farkas Interactive
Powell, OH
Email
Kelly Brockman
Partner
McNeely Brockman PR
Nashville, TN
Email
Sarah Erkmann Ward
President & CEO
Blueprint Alaska
Anchorage, AK
Email
Sharon Wright
Owner
Loud and Clear Marketing LLC
Leesburg, VA
Email
Tammy Belton-Davis
Founder & President
Athena Communications
Menomonee Falls, WI
Email
Ex Officio
Jennifer Thompson
President & CEO
Thompson & Co PR
Anchorage, AK
Email
Remembrance
Remembrance
Counselors Academy is one of PRSA’s oldest sections with a proud history of more than 60 years of service to the public relations profession. In that time, hundreds of public relations professionals have been members of this section and contributed in countless ways to the activities and projects of the Academy. This page is designed to honor them by ensuring that they are remembered and their impact on each of us in the Counselors community is honored.
We initiated a Remembrance program in 2024 at the Spring Conference in Palm Springs. At that time, we highlighted three Counselors who left us too soon. Each of these individuals contributed to the sense of community, collegiality and collaboration that are the hallmarks of the Academy.
Missy Shorey, Shorey Public Relations
Alice Chapman, MP&F Strategic Communications
Larry Holdren, RenUSA
Esther Buchsbaum, energi PR
IN MEMORIAM
We honor and remember the distinguished Counselors Academy members whose contributions will be with us forever.
David J. Roznowski, APR, Kinetic Communications Marketing, LLC
Joe S. Epley, APR, Fellow PRSA, Epley Consulting
W. Thomas Duke, APR, Fellow PRSA, Akron SCORE
Sandy Werth Harbrecht, APR, Paul Werth Associates, Inc.
Charles R. Sant'Agata,
APR, Charles Sant'Agata Public Relations
Herbert M. Kraus, APR, Fellow PRSA, Herbert M. Kraus & Co.
Esther Buchsbaum, energi PR
Lawrence R. Werner, APR, Fellow PRSA, Ketchum
Robert K. Sells, APR, Fellow PRSA, Sells/Clark
Alice Chapman, MP&F Strategic Communications
Dolores M. Swift, APR, Fellow PRSA, Dolores M. Swift Public Relations
Kay Herring, APR, Fellow PRSA, K. Herring Communications
John W. Wiater, APR, Fellow PRSA, J. W. Wiater &
Associates
Paul Fullmer, APR, Fellow PRSA, Selz/Seabolt Communications, Inc.
Danner Graves, APR, Fellow PRSA, Graves Group
Gilda G. Gonzalez-de Mier, APR, Fellow PRSA, De Mier & Sainz de la Maza
Stephen D. Pisinski, APR, Fellow PRSA, The Montgomery Group
Al Golin, Fellow PRSA, GOLIN
Dennis B. McGrath, APR, Fellow PRSA, McGrath Buckley Communications
Counseling
D. Sean Brickell, APR, Fellow PRSA, Brickell & Partners Public Relations
Isobel Parke, APR, Fellow PRSA, Jackson Jackson & Wagner, LLC
Gerald Schwartz, APR, Gerald Schwartz Agency
Stephen J. Kasser, Ph.D., SJK Communications
/ Issues Management
David C. Swanston, APR, Fellow PRSA, TMP Worldwide
Chuck Robert Werle, APR, Fellow PRSA, Chuck Werle BOOKS
Arthur A. Yann, APR, PRSA
Jack Jackson, On-Message Public Relations LLC
Michael L. Herman, APR,
Fellow PRSA, Communication Sciences International, LLC
Olga M. Haley, APR, Leopold Ketel & Partners
Chester Burger, APR, Fellow PRSA
Donald P. Kirchoffner, APR, Fellow PRSA, Don Kirchoffner and Associates
Nancy Bacher Long,
Ducknot, LLC
Gabriel Werba, APR, Fellow PRSA, Gabriel Werba & Associates
Ofield Dukes, APR, Fellow PRSA, Ofield Dukes & Associates
Mary H. Wagoner, APR, Abacus Image
John R. Beardsley, APR
David H. Bressen, APR,Fellow
PRSA, Bressen Communications, Inc.
Charles D. Schnake, APR, Fellow PRSA
Rodney E. Wenz, APR
Bob Dorf, APR, Fellow PRSA, Wallacks Point
Robert J. Stone, APR,Fellow PRSA
Daniel H. Baer, APR, Fellow PRSA
John David Williams,
APR, Fellow PRSA
Lee Hirst, The Hirst Company
Stanley E. Rubenstein
Paul M. Werth, APR, Fellow PRSA, Paul Werth Associates
It’s our intention to honor as many Counselors Academy members as possible.
Please let
us know if a member has been missed.
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