Call for Presentations

About PRSA Counselors Academy

Counselors Academy is a section of the Public Relations Society of America dedicated to providing public relations agency owners, principals, and senior leaders with the business insights and tools they need to grow, lead, and scale successful businesses.

More information about Counselors Academy and its programs can be found HERE.

About the 2025 Spring Conference

• 150+ executive leaders from PR agencies across North America & globally
• 2+ inspiring keynote speakers
• 15+ workshops on owning, running, and scaling a best-in-class PR agency
• Two days of actionable insights & impactful ideas to shape the future of business

The annual Spring Conference is Counselors Academy’s largest gathering. Year after year, our conference gets rave reviews for:

• Exclusive networking with other C-suite PR executives,
• Quality of the content for all types of agencies, and
• The willingness of attendees to share experiences, insights, and best practices.

Attendee Profile

The majority of attendees run firms with less than $3M in annual revenue and work in hybrid or virtual environments. Our members represent a range of business models, with a majority employing 25 or fewer FTEs, and two in three agencies frequently work with independent PR pros, which can offer flexibility and scale.

Tier A: Agency Owners & Leaders
The conference is designed for agency owners, senior agency executives, CEOs, COOs, decision-makers, advisors, and partners. Attendees also include rising leaders (i.e. employees who may buy shares in the agency where they work) and key leaders who are responsible for agency profitability and growth.

Tier B: Agency Supporters
In addition, attendees include growth and leadership consultants, industry sponsors, and executives from related businesses and industries.

Proposal Guidelines

The conference committee seeks engaging content that helps leaders lead, run, and scale their PR agencies. Our members value content that can solve today’s challenges and prepare them to address emerging challenges and capitalize on new opportunities.

The most successful Counselors Academy presenters are:

• Innovative: Delivering fresh thinking that is interactive and engaging
• Audience-Minded: Being prepared and qualified to speak to leaders of independently owned public relations firms
• Action-Oriented: Sharing practical, real-world guidance that can be quickly implemented
• Diverse: Presenting unique perspectives that drive new ways of thinking.
• Passionate: Captivating the audience’s attention with their mastery of subject matter and dynamic presentation
• Motivated: Inspiring audiences to see their business opportunities and be moved to take action

Sales-focused or overtly promotional proposals are strongly discouraged and may be disqualified.

Content Guidelines

This Call for Presentations includes requests for:

• Expert workshops/breakout sessions (up to 45 minutes in length)
• Expert panels (limited to 3 participants and totaling 60 minutes in length)
• Ignite sessions (15-20 minutes in length; 4 will be selected)

The following subject areas reflect topics and categories that members have indicated interest in:

• Leading A Successful Agency
  Topics related to leading a PR agency including:
• Maintaining balance in life, health, and business
• Agency culture
• Mental well-being
• Strategic planning
• Client management/leadership
• DEIB
• Team building
• Succession planning/exit planning

 

• Running a Top-Tier Agency
  Topics related to running a PR agency, including:
• Service lines
• Niche/Areas of Expertise
• Financial best practices
• Billing models
• Organizational structures
• AI policies
• Bonus/incentive plans
• Compensation & benefits
• Recruiting and retention strategies
• Sessions that are focused on the aspiring owner, rising leader or “second-in-command”

 

• Scaling and Growth Strategies
  Topics related to growing and scaling a PR agency, including:
• Agency marketing techniques
• New service lines and sources of income
• Breaking into new or niche markets
• Proposal/pitch development
• Agency positioning
• Growth by merger or acquisition
• Joint ventures & strategic alliances/partnerships

Within these categories, we are specifically interested in compelling presentations on the following topics: AI, new business approaches, growth strategies, bonus/incentive structures, billing models, and leadership.

Presenter Acknowledgements

PRSA and Counselors Academy do not reimburse presenters for out-of-pocket expenses such as hotel, ground transportation, and airfare and do not provide presenter stipends.

For proposals that are accepted, presenters are offered a special discounted registration rate for the conference, which includes the full program and all catered functions. Accepted presenters are responsible for all out-of-pocket expenses such as hotel stay and airfare.

Workshops may be scheduled at any point during the conference. However, conference planners cannot accommodate requests or preferences for certain days or time slots.

PRSA will provide presenters with a standard AV package. Requests for specific rooms or AV setups cannot be accommodated.

Accepted presenters must:

• Supply a copy of their presentation to PRSA no later than March 17, 2025.
• Allow PRSA to share slides with attendees or provide a non-promotional PDF instead of the slides.
• Avoid sales pitches for their products or services.
• Deliver the presentation dynamically in person.

Proceeding with the submission process signifies agreement with the above requirements.

Selection Process

• Late October 2024:
  The conference committee reviews and ranks all submissions without identifying information. This process prevents bias and ensures proposals are ranked on their content's quality and merit.
• November 2024:
  The conference committee and the Executive Committee make their final selections. At this stage, identifying information will be part of the consideration. To complete the selection process, PRSA may request presenter reels, testimonials, and other identifying information.
• Early December 2024:
  PRSA notifies submitters about the status of their submission.

Submit Your Presentation Proposal

Submit your innovative and compelling presentation proposal online here. 
Check the box that says Counselors Academy.

Deadline

Proposals are due no later than Wednesday, Nov. 6, 2024, 11:59 p.m. EST. Earlier submissions are encouraged. Submit your proposal online here.

Questions?